The mail must go through…
I’m reminded of an inscription from the James Farley Post Office in New York City that reads:
“Neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds.”
This quote is a translation from Herodotus, c. 500 B.C.E. That means we’ve been dealing with “getting the message through” for a long time. Add spam to that list and you have the context for getting email delivered to your customers and prospects.
First, the good news: spam is now under 50% of all email traffic, down from a high of just over 70% two years ago. Now for the bad news: without spam filtering, every other email in your inbox would be spam. Making things worse, if you are a business trying to reach your customers, spam filters still trap legitimate email.
Getting legitimate email through to its intended recipient is a challenge. Let’s spend a little time understanding why this is, and then discuss some simple – and not so simple -- things you can do to improve the situation.