There’s nothing more frustrating than sending out a marketing email, only to find that 10 percent of the contacts on your list didn’t even receive it. On top of that, the message ended up in the spam folder of another 30 percent of your list. This doesn’t just skew short-term metrics; it also leaves a lasting impact on your sender reputation and overall email engagement.

Just because an email was “delivered,” doesn’t mean it reached a person’s inbox. It may bounce, or worse, end up in recipients’ spam folders. As a marketer, deliverability matters to the success of your hard work, and if you haven’t been paying attention, now is the time to do so.

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