Email deliverability isn’t broken - it’s regulated. Gmail, Outlook, Yahoo, and other inbox providers each enforce their own sending rules to protect users from spam and abuse. While this makes email more complex, it’s also what keeps email effective, affordable, and one of the most powerful lead generation channels available today.
There are many different regulations that senders have to follow. If you want your emails to deliver to Gmail users, you need to follow Google’s requirements. If you want them to deliver to Outlook and Hotmail users, you need to follow Microsoft’s requirements. There are also rules from Yahoo, Apple, Comcast, and other providers.
Email isn’t easy today. Imagine if every person received every email directly into their primary inbox... inboxes would turn into trash instantly. That’s exactly why these standards exist - to protect Gmail and Outlook users from senders who are unable or unwilling to follow the rules.
Email can be an amazing channel for leadgen, and it’s still the cheapest one out there... you’ll never find an online ad cheaper than email. That’s why it’s so difficult. It’s like a game & there are rules you have to follow. No rules followed - game over.
