I’m on the road lately and find that some marketers I meet are surprised to learn how much marketing there is in email deliverability. In fact, the marketing piece—all the things you do as a marketer to ensure a great subscriber experience like great content, relevant promotions, strong calls to action, effective design, frequency, permission, privacy, triggered messages, transactions—is often more essential to great deliverability than the technical aspects like infrastructure, reverse DNS and authentication. Of course, you need both to reach the inbox.
So it’s just as true that the IT folks can’t blame us marketers and we can’t blame them (or our ESPs). The great, important weight of deliverability is a shared responsibility—and opportunity!
—Stephanie Miller of Return Path