A lot of the time you can get a little bit caught up in the “metrics” of how and why your email marketing campaign is not working, when often you are missing the big picture – if you do not make your email campaign something that people want to read, then chances are they won’t read it.
The very first thing you should do with any campaign is work out what it is that you have that will make users go to the trouble of signing up, confirming, opening, and eventually reading and clicking your email.
If you get your basic plan in place early, then spam compliance, catchy subject lines and compelling content can help get your message accross, but it is the product or service that you offer that makes your email undeletable.
One of my favourite newsletters that I have recieved for years I would class as undeletable. The email often gets caught up in the spam folder, or marked as spam by our server – mainly due to its content – but because the information inside is such good quality I have gone to the trouble of whitelisting the email address so that I will recieve it without a hitch every week.
Some times deliverability can be a bit of a battle, but building up a reputation and relationship with you audience through quality content is the key to great email marketing.