Regardless whether you work in the B2B or B2C sector, email marketing is definitely one of the strongest element of your communication strategy. However, since you are competing with numerous companies for the attention of your customer, you need to make sure only relevant content is being sent to your subscribers.
Lack of supervised and controlled email campaigns could have quite serious consequences with your emails ending up in the SPAM folder! This is something that could make your work as an email marketer ineffective, while hurting your brand reputation as well.
Now that I have your attention, I'd recommend you to read the article below from Marketing Tech News that highlights the most important aspects of email deliverability.
Failing to create relevant content that engages inactive subscribers can create a self-fulfilling prophecy for a brand: As more subscribers become unengaged with the brand, many of the popular email clients such as GMAIL, Yahoo and AOL will begin routing those emails into SPAM folders.