|photo by Anirudh Koul|
In simple terms, there are two things which affect the deliverability of your newsletter. The first is the content itself - the words, links and graphics included. The second is your own reputation.
These things below impact deliverability and have nothing to do with the content in your email:
The blacklist/whitelist status of your email address, domain, DNS settings, IP address, etc.
Blacklisting can happen when you have high unsubscribe, complaint, and bounce rates resulting from (among other things):
- buying mailing lists
- using misleading subject lines and generally being sneaky
- not providing an easy way to unsubscribe
All of the issues above also apply to them. They must work hard to ensure continued deliverability of your emails. This is part of the service you get when you use a bulk ESP and why it’s important to choose a reputable one. (We prefer iContact!)