| Inbox Delivery |
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| Blog | |
| Written by Vip Patel | |
| Wednesday, 11 March 2009 | |
 Inbox delivery is one of the most talked about issues today. Every marketer wants to reach the inboxes of Yahoo, MSN, Gmail and all the other top domains. But, if your content is not "inbox friendly" then you'll probably end up in the junk folder. There is only one way to be sure you don't, and that is to preview your campaigns before the actual send.
Using a deliverability reporting and monitoring tool such as Lyris' Advisor can be equally important for your marketing campaigns. Using Advisor prior to sending out an campaign is a great asset for any marketer. Most of my clients are already using it and have not looked back. Do you have any specific questions about delivery or deliverability that you'd like to have answered? Please feel free to leave a message in the "Comments" area below so I can get back to you. ### About the AuthorVip Patel is an account manager at Lyris. He is responsible for helping clients with their email campaigns, offering today's best practices, guidelines and measures to help them succeed in email marketing. Related Resources:
  Comments (3)
Words like "free" don't have the same weight they used to
written by Anita Taylor, Editor of Inside Lyris HQ, March 12, 2009
Bob, for a long time, ISPs relied primarily on email content to try to separate spammers from legitimate email marketers. So if you used a word like "free" or a porn-related term in your subject line, there was a strong possibility your message would go straight to the junk folder.
That's not necessarily true today. ISPs now place more and more emphasis on reputation-based filters - in other words, they judge you by how many spam complaints you get, how many bounces you get, how many spam-tram addresses are on your list. In other words, a company with a reputation for sending spam is more likely to get blocked than a company with a good reputation - even if the good-guy company uses a previously taboo word like "free" in the subject line. Check out our recent article, Four Guaranteed Ways to Trash Your Reputation for details: http://lyrishq.com/content/view/514/1/ report abuse
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ISP's and email clients do tend to view your content and subject lines heavily. But as Anita mentioned, nowadays reputation is also equally as important.
However, you may be able to get away with using the word "FREE" in the subject line, as long as you are keeping a close watch on your complaints.