by Kirill Popov and Loren McDonald

E-mail marketing success includes ensuring your e-mail messages are delivered and have a shot at being opened. This requires competencies in marketing strategy, creative, technology, and more. This column looks at delivery improvement tactics easily implemented by marketers and other right-brain personalities.

Delivery issues include messages the recipient confuses with spam, simply misses, or doesn't recognize, along with filtering, blocking, and bulk-folder challenges.