Many E-mail Marketers Still Not Using Certified E-mail Services
E-mail marketers are beginning to see the benefits of using certified e-mail services to increase deliverability, but many still are not using these services.
According to the recent eROI report, Q3 2008 Email Survey: The Elements of Email — Results, 70 percent of respondents do not use e-mail accreditation, which helps companies avoid blacklists by verifying senders and certifying the e-mails they send.
Fifty-five percent of respondents don't know how they authenticate e-mails, according to the report. Of those that do, Sender ID is the type of authentication used by the majority, with DomainKeys and DomainKeys Identified Mail making up about one-third.
DomainKeys is an e-mail authentication system designed to verify the DNS domain of an e-mail sender and the message integrity. DKIM allows a person who receives an e-mail to verify that the message actually comes from the domain that it claims to have come from.
As the mobile market continues to grow, so will more mobile-specific e-mail elements such as snippet text, says the report. While only 13 percent of respondents use snippet text, this is still a noticeable increase from a few months ago, the report noted.
Snippet text is a tool that displays the first sentence in an e-mail after the subject line, offering people on the go a chance to quickly see what specific e-mails are about via their mobile devices.
E-mail marketers also are paying close attention to the content of their subject lines, according to the report. Seventy-five percent of respondents say they try to ensure their subject lines are relevant to the content of their e-mail messages. In addition, 50 percent focus on keeping the subject lines concise. Only 25 percent of respondents, however, are testing subject lines on a regular basis.
Thirty percent of marketers duplicate their site navigation in their e-mails, according to the report. Of those, 15 percent find it more effective than the main content in driving clicks, and 11 percent find navigation converts better than the main content of their e-mail.
Finally, the report examined the use of e-mail footers. It found that 75 percent of marketers are providing a good user experience in their e-mails by having links for profile and subscription management. In addition, 52 percent of the respondents include a "send to a friend" function in their footers, and 31 percent include opt-in information.