This white paper is designed to educate you about the main obstacles that can prevent your email from reaching a recipient’s inbox; and the simple tactics that you can implement to avoid these obstacles.
white papers
Increasing email deliverability: Getting email to the inbox!
Welcome.As email marketers know too well, deliverability remainsthe biggest challenge they face today.That being said, deliverability is the one area where marketersare still in control, because the success components thateffect deliverability can be directly influenced by the choicesa marketer makes. This insightful white paper aims to make those choices just alittle easier, by providing marketers with a clear overview onthe main obstacles that prevent email from reaching the inbox;and the simple tactical trends that can be implemented toavoid those obstacles. Remember, the first step towards any chance a marketerhas of spurring a recipient into action is making sure theirmail gets to where it's intended - that all-important inbox.This white paper is a great tool to help marketers getthat jump start on the complex task of increasing theirdeliverability performance.We hope you find it valuable.Increasing email deliverability - Getting email to the inbox!
Contents
Introduction page 3
The obstacle course page 3
Filtering the noise page 3
ISP filtering: Tactics for success page 4- Authenticate- Outsource
Desktop filtering: Tactics for success page 5- Whitelist- Keep it clean- Leverage your assets
Human filtering: Tactics for success page 6- Relevance- From field & subject line- Trust your instincts
Conclusions page 7
About Campaigner page 10Increasing email deliverability - Getting email to the inbox!
Introduction the complexity of the evaluation processto ensure their next email campaign getsWhen it comes to eMarketing, the critical into that all-important inbox. The chart belowmetric that marketers traditionally use to shows just how big 'false-positive' renderingdetermine their overall email program's success of email messaging is for organizations.is deliverability. Without high deliverabilityperformance marketers cannot move beyondthe basics to build customer relationships, How many organizations affected bygrow robust opt-in lists, scale email programs false-positives (ISP Only)and generate new revenue. This white paperprovides a quick and compelling roadmap fordiscovering new tactics to increase emaildelivery performance rates.Let's define deliverability. Deliverability inemail marketing is all about reputation, morespecifically an organization's 'email reputation'.Understanding the many reputation-basedobstacles a marketer's communication will Organizations affected Organizations notface on the way to its destination is critical by false-positives affected by false-positivesto boosting email deliverability rates. 54% 46%
The obstacle courseIn today's complex world of email marketing,these obstacles can take the form of automatedspam filters - at the service provider (ISP)or desktop level - that rate and filter throughonly email that meets a certain set of criteria.However, obstacles are more and more takingthe form of 'Human' filters - recipients,who feel that a message is not relevant enough Source: Pivotal Veracity, 100 Company False-Positive Study, May 2005to them, and therefore block a marketers' Methodology: Several free email accounts were established with Gmail,communications or report an organization Hotmail and Yahoo! Over six weeks the mailings of 100 companies andorganizations were studied. All security and spam settings were atto their ISP. With AOL, Hotmail, Outlook their default levels.and Yahoo! taking up most of the space,marketers cannot afford complaints to ISPs.With all these obstacles in the way, a marketer's Filtering the noisetask of delivering their message becomes even More and more consumers are adoptingmore difficult. And if this weren't enough - as new technologies to help them 'box out' alleven the most diligent email marketers know that excess noise. As a result, spam filterstoo well - filters that keep out real spam also have become a mainstream across nearlyblock 'good email' from reaching its destination. all marketing channels. A Forrester ResearchBy recent estimates nearly 21 percent of all study found that 57 percent of US email userspermission-based sent email suffers from have filters built into their Web-based email'false-positives' (diligent permission-based applications and 55 percent into their ISP oremail flagged as spam) and never reach the workplace applications. That's a significantintended inbox. At the ... [download for more]
