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.
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The rapid pace at which email has developed means that criminals and spammers are constantly looking for new ways to make money and bypass the law. Consequently, email technology and regulators are being forced to keep up. In the past, the threats posed by spam were prevented using fairly basic measures that would block untargeted emails. Content filters were set up to protect inboxes from messages that contained certain keywords.
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eBooks:
Digital Body Language Chapter 1: A Transformed Buying Process
An Excerpt from Digital Body Language, by Steven Woods
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