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Email is the heart and soul of business communication. Even as tools like Slack and FlowDock seek to take over messaging within businesses, email is the go to messaging platform for interacting with clients, vendors and partners, and it’s been that way for nearly 30 years.
Once you hit the send button, emails go through a few steps before they get into the receivers inbox. At each step a number of tests occur to verify that 1) you are who you say you are; 2) you aren’t sending something malicious, such as a virus; and 3) you aren’t sending spam.
What exactly is spam? The simplest definition is “any email that is sent someone without the consent of the receiver.” Every message, on it’s way to the inbox, goes through a spam filter. The spam filter runs each message through a series of rules which look at the where the email is coming from (the server and the person), what information is in the header of an email (the part which stores information for the computer to read) as well as in the subject and body of the email. Each rule gives a score for the email. Just like in golf, the higher the score the worse the results and when the score gets too high, the message get put into the junk mail folder.
You’re not sending spam though. So why are emails still going to the junk mail folder? Or worse, why aren’t messages getting received at all? According to Return Path’s 2017 Deliverability Benchmark Report, 24% of emails don’t get into the received inbox. Of that, only 8% gets put into the junk mail folder, leaving 16% that never goes anywhere. So why aren’t your customers, vendors and partners receiving your emails?