Are Your Advertisers Impacting Your Delivery Rate?

Do you publish an ad-supported e-mail newsletter and worry about declining delivery rates? Consider this: maybe it’s not you. Maybe it’s your advertisers.

It could happen to even the most upstanding publisher. The one who adheres to all the best practices including confirmed double opt-in subscriptions; running copy and design through spam filters and tests; the one who engages the top ISPs to manage their lists and mailings.

If that e-newsletter runs ads from purveyors of ad- and spyware, porn or online gambling — you get the idea — that newsletter stands a good chance of getting blocked at the gateway.

It’s not that I’m advocating censorship here, but it’s certainly worth considering whether accepting those ads (and ad dollars) may ultimately torpedo your business.

Proceed with caution.

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