The key to consistently finding the inbox is including fresh, relevant content in your email marketing campaigns. Reputation based filters look at important engagement metrics like clicks, opens, and the average time spent reading your email. If these metrics are low on your email campaigns, Email Service Providers (ESPs) like Hotmail, Yahoo! Mail, Gmail, and AOL will direct your mail to the junk box or even block it all together.

ESPs also have automated content based filters that look at how your email marketing messages are composed. If they detect mostly ads and no quality content, your mail will automatically hit the junk folder or be blocked. Establish yourself as a quality sender by regularly sending relevant content to your recipients. Not only will this increase your deliverability, but it will also engage your audience and make them more likely to convert into leads or purchases.