Indianapolis consultant and speaker Robby Slaughter is concerned with many aspects of business improvement. Recently, he wrote a guest post about the process of email delivery.
Here’s a passage from his blog post:
What keeps email marketers up at night? Sure, there are lots of worries. What if my copy has a typo? What if I get flagged as spam? What if people unsubscribe in droves?
But what they should be worrying about is a big word with an important meaning: deliverability.
Deliverability, as Slaughter explains, is the technical process of ensuring that email reaches its intended destination. But even outside the realm of email, it’s essential to make sure that you have a business process that ensures that whatever you intend to do actually happens.
Measuring email deliverability is like measuring any other business process. We can’t just look at the start, we have to look at the finished product as well.
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