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With an increasing amount of emails sent, ever more email clients, the need to focus on relevant content to avoid unsubscribes (and get your mails delivered) and changing communication and interaction rules, deliverability remains an issue for email marketers.
Many emails from businesses, even highly targeted marketing emails, do not even get opened. They get binned, marked as spam (often unnecessarily), or archived right from the get-go, and never see the light of day.
Many recipients just do not have the time to browse through all their emails and, as you know, there are more interaction channels such as social media.