emaildeliverability_socialemaimarketingl.mp4

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Deliverability is a hot topic in email marketing today. The emphasis increasingly lies with relevance, content and interaction by and with the email recipients. The Email Marketing Industry Census 2010 report by Econsultancy, carried out in cooperation with Adestra, shows that the number of businesses claiming to have problems reaching their email subscribers mailboxes has increased by 3% compared to last year, reaching no less than 54%. 24% of all respondents claim that deliverability is a major obstacle for a successful campaign. Last year, that number was only 13%. Manage your lists carefully. Of course you always ask permission prior to sending an email. Use double opt-in subscription where possible. Tell new subscribers from where the email will be sent and ask them to add it to their trusted senders list of their spam filter. Keep your lists up-to-date. Remove email addresses that dont exist anymore and look at your bounces. And know and send what your recipients want and how they want it! However, what does the Econsultancy study tell us? That only one third (32%) of all respondents has indicated list and data quality as being part of the top three priorities for 2010. Deliverability is a top three priority for15% of all respondents.