The Role of Inbox Providers in Email Marketing

Inbox providers are the gatekeepers of email communication. As much as we think we are talking to an audience, we are first talking to the providers that choose whether we can send and be seen by that audience. To let them know that your domain is safe to send, they are looking at a complete analysis, filled with algorithms, that serve as checkpoints to whether you can land in the Inbox.

For Inbox providers to effectively work, they have created a series of signals that determine what type of email you are sending. This includes technical, audience based, and content approaches that you determine to use. If you don’t match guidelines, your emails will be blocked at various levels. Simply following regulations and maintaining strong deliverability will create the results you want.

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