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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 7: Maximizing E-Mail Deliverability

In This Chapter

check.png Dealing with bounced and blocked e-mail

check.png Understanding e-mail content filters

check.png Maximizing delivery rates

check.png Working with emerging delivery technology

Thinking about the early days of postal mail delivery conjures up images of Pony Express riders traveling long distances and risking their lives to get mail delivered, proudly in the name of the United States of America. Although sticking a stamp on a letter or postcard and dropping it off at a U.S. Postal Service office doesn’t necessarily assure its delivery to someone’s mailbox, mail carriers most often do succeed in delivering your mail to the mailbox of the intended addressee. Or, they return your mail to the mailbox specified in the return address, along with a clear reason for the failed delivery.

E-mail delivery, though, isn’t quite as trustworthy as the U.S. Postal Service. Even e-mail sent to a correct e-mail address doesn’t always reach the inbox, and returned e-mail doesn’t always include unmistakable reasons for the failed delivery.

However, the good news is that the ...

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