Measuring whether or not your messages are re- ceived is called “Deliverability.” Companies that don’t address this growing concern can expect certain consequences:
• Skipped, missed or miscommunications with contrac- tors and suppliers can directly result in lost projects and
lost profits.
• Legal action and fines can occur when messages are viewed as spam.
• Annoyed recipients have the ability to ban all future com- munications through blocks and spam reports.
• Your company can actually get blacklisted by major delivery systems and Internet Service Providers (ISPs),
affecting all future communication.
Because marketing professionals have often used this medium to deliver unsolicited messages, corporate IT departments and ISPs developed spam filters and auto junk filters in order to filter sent messages.
The more those companies try to bypass these filters, the stricter the filters get and the worse the deliverabili- ty challenge becomes for everyone. The major email ISPs now look at and calculate the sender’s reputation, which is determined by the number of messages sent, the number
POWERED BY THE BLUE BOOK NETWORK - METRO LOS ANGELES, SANTA BARBARA / FALL 2016
