Email marketers are beginning to pay closer attention to open, click and conversion rates in a bid to improve email deliverability, new research shows.

A study of email practices by eROI found that about three in four email marketers are paying closer attention to subject lines than in the past, while half are trying to keep email content more concise.

The Elements of Email survey also found that two thirds of marketers now put “view as a web page” at the top of their email to avert any image blocking issues, while 30 per cent duplicate their site navigation system in emails.

Furthermore, 75 per cent of marketers said that their emails have links for profile and subscription management.

However, only 28 per cent of marketers are testing their emails, while 55 per cent do not know how to authenticate them. A quarter of marketers said they do not use a preheader, while 80 per cent do not use whitelist instructions.

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Related Topics: Email Marketing