Want to Get to the Inbox? 10 “Insiders” Tell You How
Nearly 20 percent of the emails marketers send today are blocked by internet service providers (ISPs) due to decreased engagement rates or spam complaints. Marketers know that reaching the inbox is essential to driving results, but many don’t know how to ensure their emails make it through to their subscribers.
In ExactTarget’s report "Letters to the C-Suite: Getting Serious about Permission & Deliverability,” my firm asked some of the world’s leading experts at Yahoo, Earthlink, McAfee, ReturnPath and others what advice they'd give to executives to not only improve their deliverability, but also revolutionize how their brands are perceived in the marketplace. Here’s a look at what they had to say.
1. Permission matters. In fact, permission comes first. This theme was unanimous. Getting permission from each subscriber you send to is the most important step to improving deliverability. As Andrew Kordek, manager of email optimization at daily-deal coupon site Groupon said, “Remember, everything you do in email marketing is a reflection of your brand. It starts with permission. Everything your subscribers experience until they unsubscribe can — and will — impact complaints, deliverability, and the willingness of others to join and become engaged in your program. Your subscribers are in charge; the rest is up to you.”
2. ISPs’ responsibility is to their users, not marketers. ISPs are businesses, too. They like customers as much as the rest of us. And just like marketers, they need to keep them happy. Unsolicited email/spam has become annoying to subscribers and, in turn, ISPs as well. The insights from Yahoo and Earthlink in the report are clear: their responsibility is to their customers, not to marketers.
3. Delivery is more complex than ever before as ISPs now measure clicks and opens, too. Marketers must provide compelling content that drives engagement or face being delivered to the bulk folder or, worse yet, being blocked. As ISPs continue to evolve their responses to fight unwanted mail in the inbox, they’re increasingly reviewing opens and clicks to ensure the mail being delivered is actually something subscribers want to receive.