Deliverability is definitely the Holy Grail of e-mail marketers these days: How to ensure that your e-mails get delivered to your recipients’ inboxes.

While deliverability is important to e-mail marketing, one aspect of deliverability that has nothing to do with your content or your status with Internet service providers is your relationship with your recipients.

In terms of deliverability, it shouldn’t just be about getting into the inbox. It should be about engaging your customers and providing them with the content they want, relevant content that’s delivered with appropriate frequency.

Because if you don’t engage them, if you provide different content than they thought they were subscribing to, if you e-mail them too often-you’ll lose them. You may get into their inbox because they’ve opted in to your e-mail and you’ve optimized your deliverability with the ISPs. But they could still hit the spam button because you haven’t delivered on their expectations.

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