Laura and Steve Atkins over at Word to the Wise has been providing invaluable education to senders and deliverability people alike — and all for free — on the WTTW blog for five years now. She recently posted an article that really hit home:

Delivery experts are about risk management. They are the parents requiring everyone in the car wear seat belts, even though the driver has never had an accident. They are the fire department enforcing fire codes, even though it’s the rainy season.

The rest of the article is even better.

If you’re having trouble getting mail to the inbox, or have customers who do, have a look and pass it along.