The ability to ensure your email messages end up inside the inbox of your prospect or customer rather than the junk or promotions folder, is not always top of mind for marketers planning their email strategies and campaigns. As a result, many marketers don’t have proper awareness of inbox performance until messages are already in the junk/spam folder, blocked and/or suffering a decrease in email marketing ROI.

Unfortunately, even though you may not know much about how email deliverability works, strong deliverability drives revenue. After all, messages that land in the junk folder can’t create engagement or conversion for your brand.