The same principle can and should apply in the context of a business partnership. As with any partner, in business or otherwise, at the outset of each relationship is a set of clearly defined goals. Also, and very often unexpectedly, misunderstandings occur and can lead to a painful breakdown in communication, which often leads to resentment and, at times, permanent separation.
Deliverability is a hot topic in email marketing today. There are many reasons for that: an increased volume of emails sent (email has recently been used more frequently due to the recession), a growth of lists, changing techniques at the ISPs to filter emails, etc.
The emphasis increasingly lies with relevance, content and interaction by and with the email recipients.
The ‘Email Marketing Industry Census 2010 report’ by Econsultancy, carried out in cooperation with Adestra, shows that the number of businesses claiming to have problems reaching their email subscribers’ mailboxes has increased by 3% compared to last year, reaching no less than 54%.