The key to inbox delivery: make your email relevant.

Following on from previous posts here, here and here, JD Falk discusses ways to get your email into the inbox.

Tactics that will actually improve your deliverability, yet have no bearing on what the ISP staff thinks about you:

  • Sending mail that your recipients actually want
  • Keeping your list clean (such that you don’t send unwanted mail)
  • Using good data sources (such that you don’t send unwanted mail)
  • Keeping a squeaky clean infrastructure (such that you don’t send unwanted mail)
  • Getting on Sender Score Certified (which requires not sending unwanted mail)

All in all, the best way to get mail into the inbox is to send mail your recipients want. Make it relevant to what they want and it will get delivered.
Hat tip: Matt

Blacklisted on FiveTen: no big deal
ISPs like boxes of meat

Related Posts

Relevance: don't underestimate it, measure it.

Ken Magill has an article today about a new service from e-Dialog called the Relevancy Trajectory. This product

Read More

Marketing and Delivery blogs

Mark Brownlow links to a number of marketing and delivery blogs over at his website. Different perspectives and different thoughts will give you the tools to create the best email marketing campaign for your business.

Read More

More on Relevancy

Al Iverson comments on information from Craig Spiezel at the Exacttarget customer conference this week. Craig confirms that MSN/Hotmail is also looking at user engagement, opens and moving mail out of the spam folder as part of their delivery metrics.

Read More