Betrachten Sie Ihre Email-Kampagne einmal aus der Sicht des Empfängers!

Email deliverability can be a complex issue that involves a multitude of different factors. Success in this field requires changing one’s perspective – instead of seeing only the sender’s side, one must also consider the recipient’s view.

Although a lot has been written about this topic, many marketers and senders still hold the following beliefs:

- The more emails sent, the higher the response will be
- As long as I have a legal opt-in I can send what I want and ISPs have to deliver.

Unfortunately, this point of view does not reflect reality and shows only one side of email marketing.

For those familar with the concept of sender reputation and recipient (re)actions – which are the basis of the fomer – this advice will be a reminder. For those unfamiliar with these concepts, it should serve as guidelines for how to perform successful email marketing – by sending relevant emails to users who appreciate them.