Wednesday, 11 November 2009

The Importance of Deliverability to Email Marketing

Posted by Unknown at 1:44 pm Labels: , , , , , ,
Picture this - you have everything in place - a good marketing campaign, you’ve built up a subscriber list, formed the perfect subject line with irresistible content and you even have the click tracking software in place to monitor results. You’ve tested it to a small group of people and received a positive response. These efforts however, will be wasted if you don’t successfully deliver it to the recipient. Email deliverability refers to the success of actually getting your emails delivered to the right person. In the world of email marketing, ‘almost’ is just not enough. Unless your email gets to the recipient, then your job is not done.

If you’re new to the world of email marketing, then you might wonder what the problem of email deliverability might be. You make an email and enter an email address and expect it to be delivered successfully. Unfortunately, it doesn’t work that way in email marketing; you send to hundreds, even thousands of recipients but not everyone will get your email. In fact, 10% will most likely not.

There are various reasons why your emails are not reaching the intended destinations. The email boxes of the people you’re sending are first assessing your emails and then classifying if it will be sent to your inbox, marked as spam, or automatically deleted.

In order to ensure a high rate of email deliverability you should not try to beat spam filters but rather learn how to work with them.
If you’re hiring the services of a company to manage your email marketing solution, then they must be able to monitor the number of emails that went out and the ones that bounced back due to issues such as full inboxes or bad email addresses.

Aside from these, there are organisations that follow blocking policies and all emails from blocked IP addresses are automatically deleted. Some use blacklist software to identify emails that need to be blocked. There is nothing you can do when your emails are blocked or deleted,. However, there are methods to improve your email marketing campaign in order to reach a far greater number of targeted readers. This is where an email tracking service comes in handy.
This can tremendously help improve your email marketing campaign and can identify other issues that affect email deliverability - such as Content Filters where certain phrases must be avoided so as not to be tagged as spam - and Permission Filters where all emails that didn’t originate from an authorised source are blocked immediately.
 
All your hard work creating an email marketing campaign and establishing your contact list will be wasted if you don’t track and monitor the deliverability of your email.

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