Yup exactly. I just read a thread on Twitter the other day about a company in NYC (can't remember the name) where they sent an email about an event happening t

Yup exactly. I just read a thread on Twitter the other day about a company in NYC (can't remember the name) where they sent an email about an event happening the same week. Their customers (double opt-in) never received the email because most of them went to spam or promotions tab due to deliverability issues. It happens.