Since the inception of email marketing, companies have focused all their efforts into creating engaging copy and eye catching creative. The assumption was that emails would be sent, opened, clicked and soon thereafter revenue would pour in. And in the beginning, it worked exactly that way.

Today's web masters on both the corporate and consumer level have a number of technologies and resources available to them in order to protect their networks from unsolicited emails.

Sender authentication technologies such as DK, DKIM, SenderID & SPF act as the first line of defense in identifying fraud, spam and false positives. If these technologies are not implemented properly - it can result in legitimate emails being refused from the start.

Once delivered, emails typically pass through a variety of filters before reaching the inbox. The goal of these filters is to identify and prevent the delivery of unsolicited email (or spam). Filters utilize a range of algorithms, data sources and are being updated real-time.

Companies are also being judged based on their sending reputation. Having a good sending reputation is now considered an essential component in getting email delivered. Obtaining and maintaining a good reputation can only be done by implementing and adhering to best practices.

Each of these factors plays an important role in an ever evolving ecosystem. When working in harmony, emails are delivered on time as expected. If the balance is lost, there are no guarantees.

From day one, Conversen's team of experts works with partners and their clients to:

• Configure sender authentication
• Share best practices
• Develop client specific send strategies
• Manage ISP (EX: AOL) relations
• Issue identification & resolution

When issues arise that require a special level of attention, clients are introduced to partners who focus on a proactive approach to email. From creative concepts to post campaign analytics, and all the challenges in between, these partners provide a personalized approach that ensures that each campaign is successful.