There are no books, no strategies, no step-by-step manuals that can ensure that your emails will inbox. We are all reliant on the ISPs and their regulations, their filters, and their often unknown guidelines that determine whether or not we have met their qualifications for inboxing. This is the bane of a mailer's existence. It appears to be ever-changing with zero insight in to why or how we can accommodate these changes. With that being said, there is one thing that is set in stone...the demand of ISPs that mailers have email engagement. What exactly does that mean?
Sorry…I may have gotten carried away with the subject line, but you clicked on it for a reason. As mailers, our world revolves around deliverability - it's our high, our peak. It affects our sleep, our peace of mind, our relationships and our bottom line. I won’t even bother prioritizing the list above. It’s all vital to our lives and sense of well being. And let's be real...the adrenaline rush we get from watching revenue roll in in real time is close to unsurpassable.
Who do you trust in an industry that has a reputation for being driven by the pursuit of money, often to the exclusion of all else? Unfortunately, many have experienced the underhanded nature of our industry, one rife with fraud, non-payment, and general unethical behavior. Who will look out for you while you're driving revenue for them? When you have skills that are in high demand and you're being wooed with promises of higher payouts, incentives, and vacations, who should you turn to and why? You turn to those who are as much invested in your bottom line as you are, to those who understand that your value is not just in the dollar amount you're generating at that very moment, but to what you add to the core values of their company.