New deliverability challenges: Designing an email to get into the inbox

In all cross channel sales and marketing strategy the key element, because of its proven effectiveness, is email marketing. Today, the main challenge for marketers is how to achieve the best deliverability.
ISPs and email providers are adjusting the criteria under which they set spam filters. Thus, they are starting to monitor the degree of engagement of a user with respect to the emails they receive from the advertiser. Beyond the metrics used so far to assess the reputation of the sender (bounces, opens, complaints), and the tracking of a few Best PracticesIn addition, ISPs are beginning to take into account how users interact with the message as a whole, such as the number of messages read, messages read and then deleted, messages deleted without being read, number of clicks, etc.
Yahoo! and Hotmail are already monitoring how many emails the user reads, opens or clicks and use this information to set up their spam scoring system. So, if many of our users do not open or click on our emails, our reputation will be negatively affected.
The challenge facing emarketers is to achieve the highest level of relevance of their communications with their users throughout the cross channel sales and marketing strategy. To achieve this, it is essential to efficiently manage the user lifecycle, that is, to segment, personalise and make email marketing actions more interactive. The experience of opening an email and interacting with its content because it is relevant, will result in an increase in deliverability, open and response rates, and a decrease in churn rate.