No matter how much time and effort you’ve put into your email, it won’t matter if you’re not also focusing on one other area: Deliverability. A great email that doesn’t make it to someone’s inbox is no better than spam. If it doesn’t get past the gatekeepers, you’ve failed.
Internet service providers (ISPs) and email providers work very hard to ensure that only quality, relevant emails make it to the inbox. That’s a very good thing, as spam accounts for 47-73% of all email, depending on who you ask and how you define it. In 2017 alone, 269 billion emails were sent and received each day. That amounts to billions and billions of spam messages sent daily.