With so many variables inherent in optimizing email deliverability, it’s important to separate fact from fiction. There are quite a few myths out there with the potential to steer marketers in the wrong direction, and away from the best practices that can really make an impact. Here are the top five myths surrounding deliverability – and the truth about them.

Achieving measurable results is the goal of every marketing campaign. After all, you can’t justify spending if you can’t quantify return on investment (ROI). Key Performance Indicators, or KPIs, customized to your own company’s goals can be a great step towards evaluating the value of your social media programs.

With the explosion of available channels for making connections, digital marketers can no longer rely solely on email to achieve the levels of engagement that convert prospects to customers and customers to advocates. Separately, email and social are extremely effective marketing tools. Working together, they have the potential to raise the bar on customer engagement to unprecedented levels.