Warum Zustellbarkeit noch immer ein großes Thema für Marketer ist

David Daniels' recent interview with Dave Lewis brought up a point that I've heard elsewhere and rings true for people who've been working in email for any considerable amount of time. Dave Lewis mentions that back when he started, he didn't expect that we would still be dealing with deliverability as a major challenge in email marketing.

As I thought about this, I realized that if you'd asked me back in 1998, I, too, would have found it preposterous that by 2011 we'd still be dealing with the same deliverability issues we were back then. I really thought we'd get a handle on this. There would be clear rules that everyone would follow and the problem would essentially cease to exist for all legitimate marketers. Clearly things have not worked out that way.

As I write this I'm preparing to travel to the Messaging Anti-Abuse Working Group (MAAWG) meeting in San Francisco. MAAWG is an industry group focused on the prevention and management of email abuse. It started as a group of mailbox providers, often called Internet service providers (ISPs), but has since grown to include anti-spam technology providers, email service providers (ESPs), and other senders. I find MAAWG a useful reality check and expectation reset. It also helps remind me why deliverability is still an issue for marketers.