Mark Brownlow has a list of 12 questions every email marketer should ask about their marketing program. Buried in the middle is the most important question for delivery.
Do you worry more about what ISPs think about your email than what subscribers think about your email? If you take care of the latter, won’t the former take care of itself?
My answer is if a sender is worried more about what the ISPs think than what subscribers think that sender is going to have ongoing and continual delivery problem. However, if a sender focuses on sending relevant, expected and wanted email then they will have almost zero delivery problems.
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Awesome quote. That would have come in handy earlier today, when someone showed me an “OMFG I’M BLOCKED AT $BIGISP” rant, would have been useful to hand them that and point out “That’s not your problem, that’s a SYMPTOM of your real problem – which is either that your subscribers are not engaged, or possibly that they’re not really ‘subscribers’ now, are they?
I’d think that, as a sender, you don’t want the ISP to be thinking about you at all. If they are, it means you’ve done something so horribly wrong that you’ve beaten out the spammers to attract their attention.
Indeed so. I get asked “have you heard of so-and-so?” and if the answer is “no” there is always a sigh of relief.