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HOW TO: Make sure your email arrives

There's no point in embarking on an email marketing campaign unless you're sure your message is going to arrive where it should. Deliverability is the key.

Your business could have the killer app, a cutting-edge service or the cure for cancer, but if your communication languishes in a spam filter, or is kept at bay by a firewall, who cares?

Staying out of the filters is all about your reputation. Does the recipient know you? Do they want to hear from you? There are steps you can take to avoid being left out in the cold.