New Report Gives Tips for Improving Email Deliverability

If you rely on email (and who doesn’t?) to alert your customers to new products, services, promotions, etc., then you’ll want to read Listrak’s new report, “Don’t Be Left Out of the Inbox: Email Deliverability Tips for Every Stage of the Customer LifeCycle.”

According to the report, focusing on campaign revenue, clickthroughs and open rates is good. However, it’s the email “sins” that go unnoticed, such as bounce rates (undeliverable email). Bounce rates and other issues can harm your sender reputation — and thus lower inbox placement.

Some stats cited in the report:

  • 80% of all deliverability problems are directly attributable to poor sender reputation. (DMA, Email Deliverability Review)
  • Of the majority of blocked emails, 77% are due to poor sender reputation. (DMA, Take Outs from the Email Deliverability Masterclass)
  • Commercial emails make up to 70% of all spam complaints and 60% of spam trap hits. (Return Path, Email Intelligence Report)

The report authors state, “Spammers are actually doing a better job reaching the inbox than some legitimate email marketers who are sending to people who opted in. If you’ve stopped monitoring your deliverability and reputation, it’s time to get back on track.”

The report lists 10 tips for controlling and improving your email deliverability — including choosing a good email service provider, engaging your subscribers, and reducing deployment schedules (meaning, not over-sending, which is the number one reason people unsubscribe.)

A cutting-edge feature of the InOrder Email Marketing Enhancement provides the ability to let your opt-in customers specify a maximum frequency to receive emails.

The report also lists four sites where you can query and monitor your email reputation:

Sender Score — With Return Path’s Sender Score, you get a peek into how mailbox providers view your sending reputation and how this compares to other email senders. Once you create an account, you can enter your ISP for the report.

Senderbase — Simply enter your IP or domain into the box at the top of the page to view your email reputation. And while you’re there, take a peek at the email stats, like this one: 85% of global email sent every day is spam.

AOL Postmaster — Another tool where you enter your IP address for a score.

McAfee TrustedSource — You can find the reputation tool on the left side of the page, second box.

Lots of good stuff in this report, so be sure to download and read it.

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