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Email Deliverability

Deliverability is the process of putting your email messages into the inboxes of your recipients.

Introduction to Email Deliverability

Email can be a powerful marketing tool. After all, it¹s the only medium that enables marketers to deliver the right message to the right person at the right time. But email has its limits in its current state. Abuses like spam, phishing attempts, and other security challenges have made it more difficult for legitimate senders to cut through the noise and deliver relevant messages to their targeted audiences.

An ongoing battle for email marketers to avoid being classed as spam, successful email deliverability depends on a combination of best practices (list management), email authentication, and reputation. However, the rules are constantly changing.

One of the best ways to achieve higher levels of email deliverability is to create email campaigns that are relevant to the audience that receives them. At one time marketers simply emailed all of their contacts every single campaign they created. This is called "batch and blast" (marketers would collect or "batch" all of their email contacts and "blast" them with a campaign). Batch and blast tactics can lead to mass unsubscribe rates and lower overall email deliverability.

Advanced marketers have embraced the idea of "Digital Body Language". By closely measuring the online activities of customers and prospects they can predict which contacts will view specific offers more favorably. Reading the digital body language of customers and prosepcts to understand their preferences can help marketers deliver more relevant content and offers. Moving from "batch and blast" techniques toward more finely tuned campaigns can have a powerful impact on email deliverability.


 

RELATED CONTENT

Articles:

BtoB Magazine: What are the biggest deliverability challenges and how can marketers address them?
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: Dennis Dayman: Maintaining a healthy outbox
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Fresh Business Thinking: Fresh Business Thinking - Dennis Dayman: Email Health Checking
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NetImperative: A fit-for-function outbox
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eBooks:

Digital Body Language Chapter 1: A Transformed Buying Process
An Excerpt from Digital Body Language, by Steven Woods Read More

 
Blog Entry

Marketers: Do You See Dead People?
2009-08-31 Heather Foeh
I’ve been hearing a familiar refrain lately from the marketers that I work with: “My email response rates have been dropping.” If you’re singing that same tune, I have a some helpful ideas for you that I'll be sharing over the next few weeks. Our first one: Do You See Dead People?

If your marketing database is more than one week old, you definitely have contacts that are no longer valid. In 2005 (ages ago!) Marketing Sherpa produced a chart that showed that database health declines by twenty-five percent each year.
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Blog Entry

A large number of dormant email addresses in your list will decrease your overall campaign response rates, and may in fact cause a noticeable decrease in your deliverability rates as attempts to communicate with non-existant email addresses can cause you to be flagged as a potential source of spam. You will begin to see this in running deliverability tests against seed lists using the embedded testing tools within Eloqua.
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Blog Entry

Not to big of a surprise in terms of a stat headline, but Return Path today released a new Email Deliverability Benchmark Report that shows marketers may not be still not getting it or that some just can't get a break no matter what they do right.

Return Path looked at more than 500,000 campaigns to determine what percentage of email is delivered to the inbox versus being diverted to the bulk folder or completely undelivered/blocked/dropped.
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Blog Entry
EEC Email Checklist Series
Deliverability: 2009-07-20 Dennis Dayman

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