Deliverability is a tough business. The battle front shifts almost daily, and technology grows increasingly complex. We hear a lot about the importance of authentication, bounce management and ISP relationships, but successful deliverability also hinges upon relevant communications. Send too often, abuse permission or waste the reader's time and you'll be in for some serious deliverability headaches. Even though companies like mine pack extensive technology behind their deliverability systems (a recent internal Silverpop overview filled 15 PowerPoint slides), marketers often overlook just how much they can accomplish simply by being good marketers.
A practical view on the vital role marketers play in deliverability comes from my friend Anne Holland, of MarketingSherpa. In a recent blog entry, she discussed the three things marketers dissatisfied with deliverability need to consider before switching email service providers. Check it out.