Deliverability ‘key to email marketing’
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Ensuring complete deliverability of correspondence for email is the holy grail for email marketing professionals.
Greg Phillips wrote in an article for Bizcommunity that between 15 and 20 per cent of email correspondence does not reach its target and therefore, improving on this statistic can be highly beneficial for firms.
He stated: "Given the central role that email has in marketing strategies today, the importance of ensuring that your messages get through to the people who need to see them cannot be stressed enough."
Mr Phillips claimed that using best practices like opt-in and out-opt techniques for email correspondence can be an excellent method for boosting deliverability.
Elsewhere, Guy Shelton, vice-president for European sales and service at Return Path, recently cited research that showed up to a sixth of legitimate email marketing correspondence fails to reach its target.
He noted the problem lies in these emails mistakenly being logged as spam by recipients.
Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing
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