The Email Hierarchy of Needs: Deliverability is the Foundation

By Liz Ryan

Of course, this overly simplifies the complex issue of email deliverability to some basics tenants. Spam filters are updated regularly in an attempt to thwart the efforts of spammers. Companies will have the most success getting their emails delivered by respecting the permission and preferences of their subscribers, as well as working with a reputable ESP that has a deliverability team to tackle the technical aspect of bounce handling and email send settings.

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Liz Ryan Author's page With over 14 years digital marketing experience specializing in email marketing and customer retention, Liz Ryan is an innovative thought leader in the field. She has been published in a number of industry publications including eM+C as well as interviews in DM News and Hubspot. As CEO of Relish Tray Media, she works world-class technology platforms including ExactTarget and Hubspot among others. Liz has helped B-to-B and B-to-C companies elevate their marketing programs through data driven strategy and creative optimization. Threadless, Dino Publishing, Belly, SimpleRelevance and Acorns have all benefited from her experience and expertise. During her career in interactive marketing, Liz also served as Director at NextWave Media, a lead generation company and Managing Consultant at Stellar Response, an email strategy and delivery consultancy. She earned her Bachelor of Arts degree in Human Nutrition and Dietetics from Arizona State University, and Master of Science degree in E-Commerce Technology from DePaul University. When she