Fill in the blank: _____ could be described as the first door an email must pass through.

Personalization

A/B testing

Delivery

Deliverability


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Explanation: Delivery could be described as the first door an email must pass through. In email marketing, delivery refers to the successful transmission of an email from the sender’s email server to the recipient’s email server. Before an email can be delivered to a recipient’s inbox, it must first navigate through various stages, including sender authentication, server verification, and spam filtering mechanisms. Achieving successful delivery ensures that the email has reached the recipient’s mail server without being bounced or rejected. Once an email passes through the delivery stage, it then undergoes further evaluation for deliverability, which determines whether it will land in the recipient’s primary inbox or be filtered into a spam or junk folder. While personalization and A/B testing are important aspects of email marketing that occur after an email has been delivered, they do not pertain to the initial transmission of the email. Personalization involves tailoring email content to individual recipients, while A/B testing involves experimenting with different variations of an email to optimize performance. Deliverability, on the other hand, refers to the likelihood of an email landing in the primary inbox, which is contingent upon successful delivery. Therefore, the correct term to fill in the blank is Delivery, as it describes the initial stage of an email’s journey in reaching its intended recipient.

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