Bronto Blog

In the second of three posts (see first) written by our partners at Return Path, Stephanie Miller discusses issues affecting email deliverability. Want more deliverability information? You can check out their blog, the Email Marketing Water Cooler and sign up for real-time alerts when new content is published.

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In our previous post, we explained what sender reputation is. By far the biggest factor that affects your sender reputation is complaints. While there are a number of issues that can cause subscribers to complain, a big one is lack of relevance. In other words, your email is not seen as valuable and it’s very tempting to just hit “this is spam” and make it go away.How do you make your email relevant to your subscribers? Focus on them. How can your email make them thinner, richer, happier, more successful? How can you make their life easier? How does your email help them?

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