We’ve all heard the tale of the tortoise and the hare. The tortoise chugs along consistently, reliably and in the end wins over the fast, flashy hare. In the booming world of Apps where it seems that change is the only thing you can rely on – building trust within your user base is critical. The definition of trust is a reliance on the integrity, ability and surety of a person or institution. In the context of a business relationship, you can’t build trust without reliable, consistent communications. If you’re in the business of Apps, email is the cornerstone of your customer communication strategy. In fact, an email address may be your only source of customer contact. So, what happens if your emails stop showing up in the inbox? They either disappear or are routed to the junk folder? What does this say about your business, your technology, your brand and you as a technology professional? All your efforts to build a great app aren’t worth much if your customers can’t count on you to communicate relevant and requested information. Thanks to spammers and other malicious players the entire email universe is working against you with more than 20% of email not being delivered. Do you know where your email goes when you “hit send”? If you knew it wasn’t arriving, would you know what to do about it? Getting the right information and the right advice on email delivery failures isn’t easy – whether it’s a blacklist owner or an ISP – pleading ignorance and innocence won’t get your messages delivered. You’re building a business – and one of the most important lessons you can learn is to know what you don’t know – and know when to outsource. Working with a hosted SMTP provider like SendGrid is an ideal way to focus your resources. Would you rather have your technology team working on the next great release of your product or providing technical support for your email campaigns? Are you the hare who starts strong but can’t finish the race? Or are you the tortoise, working consistently and reliably towards a goal? You decide.