3 Key Email Deliverability Practices for 2010
Despite the rumors, email is neither dead nor dying. In fact, according to Return Path's recently published Email Delivery Imperatives report, many businesses increased the volume of email they sent in 2009 — and plan to continue to do so this year.
Spammers, however, are alive and well. The volume of spam continues to climb, accounting for almost 95 percent of messages sent at one point in 2009, according to the report. As a result, internet service providers (ISPs) are requiring senders to jump through new and better hoops in order to keep spam out and identify legitimate mail.
To remain successful this year and beyond, Return Path outlined the following best practices for email senders in 2010:
• Implement email authentication. In particular, implement Domain Keys Identified Mail (DKIM). This type of authentication will be increasingly important in getting your mail to the inbox. Authentication also will be key to protecting your brand from increasingly sophisticated phishing schemes.
• Apply to get on a whitelist. ISPs will put an increased emphasis on whitelists to identify mail from the “good guys,” rather than screening email from the bad actors, Return Path said. Whitelists also may determine which senders will be able to get access to feedback loops and other inbox benefits, such as images and links enabled by default.
• Be ready for ISPs’ increasing focus on user engagement metrics. As opposed to the traditional clickthrough, open and conversion rates ISPs track, this year they'll be looking more closely at how engaged consumers are with emails they receive from senders. As a result, put your energy into improving new metrics such as the “not spam” rate and the rate of mailing to inactive accounts, Return Path advised. Improve content relevancy and good mailing practices rather than increasing email volume.