2006 has come and gone and we now look to 2007. What can marketers expect from ISPs and filtering companies to get their mail to the coveted Inbox? Below is our Top 10 (in no particular order)

1. Attain proper permission
2. Set and maintain content expectations
3. Set and maintain frequency expectations
4. Brand yourself appropriately
5. Run an Address Book/Safe Senders List strategy
6. Authenticate
7. Register for FBLs (Feedback Loops)
8. Properly manage bounces, unsubscribes and complaints
9. Send from a unique IP address
10. Send from a unique domain

As you can see, 1-5 are items that are more marketing focused and 6-10 are more technology driven. These things combined all contribute to your sending “reputation” (the key factor many ISPs and filtering companies are using to determine message acceptance/blocking and Inbox/Bulk folder placement). Stay tuned for more in-depth articles regarding these and many more topics!