Here’s one of those things that impacts email deliverability which can be so subtle, and yet so critical. It can bite you in the back without your realizing it, and then six months later you wonder why you have gangrene in your knees; it can be that difficult to connect the dots. That is until someone points it out to you, and then you have that forehead-slapping moment: of course! And that thing is that setting and meeting subscriber expectations will have a direct and demonstrable impact on your email deliverability (not to mention your email’s effectiveness).

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