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Four Easy Ways to Improve E-mail Deliverability

April 2007 By Jordan Ayan
If the U.S. Postal Service had an 80 percent delivery rate, marketers would mutiny. So why do we settle for approximately the same delivery rate of legitimate commercial e-mail?

Studies show that up to 20 percent of e-mail is not delivered to subscribers. The costs of that undelivered e-mail are very real and include lost transactions, lack of or inconsistent communication, ineffective marketing and more. Conversely, optimal delivery can increase communication, sales and brand building, and improve customer relationships. Here are some simple steps you can take to increase the chances that your e-mail will be delivered:

• Freshen your list regularly. Remove subscribers from your list who haven’t opened a message from you in the last six months.

• Avoid spam “trigger” words. Messages containing certain words—such as “free” or “click here”—often activate Internet Service Provider (ISP) keyword filters or land your message in individual junk files.

• Cull your lists for bounces. ISPs penalize e-mail senders who have a large number of “bounces.” Review your lists regularly and remove any e-mail addresses that hard bounce (e.g. “account does not exist”) or continue to soft bounce (e.g. “mailbox full”).

• Select your e-mail service provider (ESP) carefully. The ESP you select should have someone who is responsible for maintaining ISP relations, monitoring delivery and resolving any issues that may arise. Make sure your e-mail provider supports emerging e-mail delivery technologies, such as Sender Score Certified, Sender ID and Sender Policy Framework (SPF), which have an impact on delivery.

Maximizing deliverability should be an integral part of your company’s e-mail marketing strategy. Working with a reputable ESP and committing to a few best practices will improve deliverability and generate better e-mail results.

Jordan Ayan is founder and CEO of SubscriberMail, an e-mail marketing company that helps organizations successfully develop and deliver e-mail communications. He can be reached at Jordan@subscribermail.com or by calling (630) 303-5000.
 

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Hitting the Email Inbox: Protect your sender rep, clean up your e-list and improve design to add dollars to your email marketing ROI <i>Hitting the Email Inbox</i> covers all the bases of email deliverability, including everything from the very basics, to reputation management, as well as coding and design, and the connections between email deliverability and ROI. As any good email marketer today knows, there are a number of obstacles standing between you and your prospect’s inbox. With anti-spam technology becoming more and more powerful and prospects being blitzed by rapidly increasing email volume, an email marketer’s concern isn’t just open rate anymore; it’s getting the email successfully delivered in the first place. <i>Hitting the Email Inbox: Protect your sender rep, clean up your e-list and improve design to add dollars to your email marketing ROI </i> features five chapters full of industry-proven best practices to achieve maximum inbox delivery. You’ll also get dozens of surefire tips and methods for improving your deliverability, including: • Developing a trigger email program • Segmenting and reviewing your results by service • Understanding the whitelist/blacklist process • Using different addresses for different segments of your file • Not falling into the whole openers/non-openers/clickers trap • Test mailing at different times of the day • Being smart about timing • Use an ECOA service • Looking into certification, and much more! <b><u>The report also includes four detailed case studies</b></u>, providing practical examples of what email deliverability tactics did and didn’t work for four real-life companies. <b><u>100% Money-Back Guarantee</b></u> Your order is risk-free. If you are not completely delighted with <i>Hitting the Email Inbox</i>, notify us within 30 days for a complete credit or refund, no questions asked. <b><u>About DirectMarketingIQ</u></b> The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry. <b>Note: You must have Adobe Acrobat Reader in order to read <i>Hitting the Email Inbox</i>, which is in PDF format. </b> Hitting the Email Inbox

Hitting the Email Inbox: Protect your sender rep, clean up your e-list and improve design to add dollars to your email marketing ROI Hitting the Email Inbox covers all the bases of email deliverability, including everything from the very basics, to reputation management, as well as coding and design, and...

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PDF FORMAT <i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more. That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness. You’ll also learn: • Email Marketing Trends in 2011 • Best Practices in Writing Subject Lines • The Strategy (and Tricks) for Improving Open Rate and Response • 6 Tests to Improve Email Program Results • 5 Best Practices for the Gangbusting Email Campaign • Best Practices for Improving Email Performance • 6 Ways to Make Your Emails Mobile-Ready • Email Branding — The 16 Most Effective Strategies • 11 Best Creative Practices for B-to-B Email Marketing • The Keys to Developing a Successful E-newsletter • How to Determine Your Customers’ Email Content Tolerance • How Email Marketers Can Optimize the Social Media Opportunity • …Just to name a few! This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. <b><u>100% Money-Back Guarantee</b></u> Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked. <u>About DirectMarketingIQ</u> The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry. Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

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