All email senders have a reputation that influences whether their messages reach consumers’ inboxes, and new research from email analytics company Return Path shows that only an elite group of highly reputable email marketers consistently reaches its audience. Messages from legitimate senders with good-but-not great reputations are frequently blocked or delivered to spam or junk folders, limiting their email marketing effectiveness and revenue, and weakening customer relationships in highly competitive environments. Even among well-known brands, reputation is dividing winners and losers.
Important deliverability news. Read the whole article, Consistent Inbox Placement Eludes All But the Most Reputable Email Marketers.