Deliverability: A key factor in email marketing that should always be at the forefront of your mind, determining whether your list is receiving your messages. With Internet Service Providers (ISPs) such as Yahoo! recently admitting that engagement plays a major factor in how they assess delivery for bulk emailers, email marketers must pivot their approach in order to keep up with ISP requirements. An example of this change in requirements in action would be such as how Gmail places priority markers next to inbox messages, pre-determining for the owner of the inbox which messages have relevant or important content. With proof that ISPs are constantly evaluating their requirements for deliverability, you need to constantly be evaluating whether your efforts are meeting these requirements.
Over the course of the next few weeks, we will be reviewing how to better engage your audience, increase deliverability, and grow your ROI. Our goal throughout this series will be to change how you interact with your list, in turn altering your deliver rates and making it less likely that you’ll end up in the spam folder. In order to know how to make improvements to how you address the issue of deliverability, it is important to ask yourself:
Have you seen a decrease in deliverability in the last year in messages sent to certain ISPs? How have you approached list engagement in the past?
Inbound Marketing Coordinator, WhatCounts