One of the most common questions I am being asked by email marketers is "Why do our marketing emails go into one person's inbox and into another person's junk folder?"
The question is even more important when the email account that your email is being junked in is the organisation's CEO!
The fact that one person's junk is another person's inbox, is a reflection of the way that the email clients (Outlook, Gmail etc) personalise user's experience.