Now that you’ve seen for yourself how to incorporate permission-marketing best practices into your email program, I sincerely hope that you will actually do the work.

In my experience, many marketers feel powerless in the face of email deliverability challenges. You start picturing yourself as Little Red Riding Hood confronting the "big, bad ISP," never realizing that deliverability is entirely within your control.

The equation is simple: fill your lists with people who actually do want to hear from you and you will reduce the number of bounces and spam complaints that can cause the big, but-not-so-bad ISP to bear its fangs.