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The Constant Contact Guide to Email Marketing by Eric Groves

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11
Email Filters and Other Delivery Challenges
Email delivery is a lot like driving. Once you leave the garage, you might find that there isn’t much traffic, the weather is nice, and the street is in good condition. Other times an accident reroutes everyone or the road is washed out. Sometimes there’s a traffic cop waiting to see if someone is swerving or speeding, and he or she won’t hesitate to pull someone over and give him or her a warning or issue a violation.
This chapter covers what happens to your email after you hit send and it leaves the outbox, and it’s just like leaving the garage. The email has to overcome many challenges to be delivered to the inbox, including the content of the email, the reputation of the sender, and the characteristics of the technical data included with the email.
This chapter covers the technology behind the delivery of your message as well as some of the ways companies and individuals are using technology to limit the email they receive. It’s a fairly technical topic, but it’s worth understanding email delivery in every way so you can make sure the majority of your email ends up in your recipients’ inboxes.

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