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The Deliverability Challenge

Email is a powerful marketing tool. It certainly beats the price of
print advertisements. However, one major challenge is to make sure your
messages aren't lumped in with spam. It's estimated that between 70 and
80 percent of all email traffic is unsolicited spam. Even if each of
your recipients opt into your contact list, you still can't guarantee
100% deliverability. 

One way to fix this is to ask your
customers to add you to their address book. An increasing number of ISPs
block all messages that haven't been pre-approved by the recipient. Try
putting one of the following sentences at the beginning of your email:

· To ensure receipt of our emails, please add something@yourcompany.com to your Address Book. Thank you!

· To ensure delivery of this newsletter, please add newsletters@yourcompany.com to your email address book.

This technique can drastically improve your deliverability rates.

Next time, I'll talk about the Can-Spam act and how it affects uour email campaigns.

About the Author: Ryan Allis

Ryan Allis is the CEO and co-founder of iContact, a leading on-demand email marketing service. As CEO, he's managed iContact from its start in July 2003 to its current size with more than 90 employees and 25,000 customers worldwide. In [...]