A growing list, a new product launch, or a shift to more frequent email campaigns all create real pressure to send more email, faster.
SPF passes. DKIM passes. The spam checker gives a clean report. No blacklist hits. By every available test, the email looks ready to send, and by every available test, it should land in the inbox.
A campaign goes through a spam checker before it ships. The tool comes back with a 9 out of 10, a green "low risk" label, maybe a checklist of passed items.
Two recipients on the same list, subscribed to the same campaign, sent from the same domain at the same moment, can end up with very different experiences.
Most marketers think of sending an email as a single action: click send, and the message arrives.
Many marketers believe that following email sending best practices is enough to protect their campaigns from spam folders.
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