[epub] Who's Responsible for Deliverability?

[Lisa Micklin <lisa@xxxxxxxxxxx>]

Paul Myers wrote:

> <> I think a lot of publishers fail
> to consider that they have at least as much control over what
> gets delivered (outside of the blocklisting factor) as their
> provider.

I've seen that there are 3 major factors that influence deliverability:
1) ESP
2) The publisher: including content and compilation
3) The subscriber:  simple steps like adding "from"
addresses to their address books, or to their "whitelists."

As publishers there is a degree of control in each of these:
1) selecting a stable and reliable ESP
2) compiling "clean" ezines
3) educating subscribers

At some point, due to bulk mail insanity, subscribers need
to play a role in receiving the ezines that they subscribe to.

best,
lisa micklin
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