Best practice in email deliverability hinges on whether procedures are in place to pre-empt potential problems. This chapter looks at how to set up these procedures, covering:

  • Deliverability tools: What tools can marketers use – both free, and at a cost – to review campaign deliverability and reduce spam reports?
  • Reviewing content: Content elements that lead to a message being marked as spam can be eliminated to improve deliverability. What are the key watchouts for tackling this?
  • Customer prompts: From asking users to add the sending address to a personal address book to providing visual assurances of the brand’s trustworthiness, what customer-focused practices can marketers implement to increase deliverability?