Last week, email expert Stefan Pollard at ClickZ posted an informative article about getting into your subscribers’ address books or on their contact lists.  This is one of the most simple and often overlooked tactics for improving email deliverability.

When your subscribers add you to their address book, they are essentially telling their ISP that they want to receive email from you, and in some cases it can even get your correspondence to show up with images turned ‘on’ by default and rendering correctly.  As Stefan notes,

“ISPs want to deliver only the e-mail their customers say they want to receive, so they check those personal whitelists when deciding whether to deliver, block, or direct to the spam folder your e-mail.”

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