“You could create the greatest email campaign in the world, but what’s the use if none of your subscribers see it because it was blocked or sent to the spam folder,” said email marketing expert Tom Sather.

Getting your e-newsletter into your clients’ inboxes and out of their spam folders is one of the most effective ways to improve open rates for e-newsletters, said Sather, director of professional services at the email marketing company Return Path.

Travel Market Report asked Sather to discuss the email mechanics that will ensure subscribers: 1) receive agents’ e-newsletters in their inboxes rather than their spam folders, and 2) decide to open agents’ e-newsletters rather than automatically deleting them.

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