If you have been reading my posts over the last months or have spoken with me you will know I am always talking about email deliverability, the ability to deliver marketing emails into the inboxes of intended recipients.
Historically the delivery rate has been measured as all the emails sent less all the emails that had a hard (fatal) bounce. Today, deliverability is measured as all the emails sent, but not bounced, less those that did not reach the intended inboxes. Surprisingly few email service providers (ESPs), agencies or marketers measure this very important metric.
This week eMarketer let us in on some recent research that shows 68% of marketers using email are worried about deliverability. In the September 13 edition of eMarketer Daily, the leading piece called Delivery Dilemma tells us these people are concerned about Email Filtering, ISP Blocking, Blacklisting and much more.
If you are not already tracking your email deliverability here are some things you can do to start.
Category: Stefan Eyram
Fortune Magazine‘s August 8, 2005 issue has a series of great cover stories related to “The Future of Advertising.” (I bought the Canadian edition but it looks like it has all the same stories as the US copy.)
I believe all Internet marketers (and advertisers) should get this issue and read every story. The articles are very informative and support what a lot of us know and think: more ad spending is going online, whether for:
* Search Marketing
* IPTV
* Better Targeting of Marketing Messages
Julie Roehm is DaimlerChrysler’s director of marketing communications and oversees the sixth-largest pool of ad dollars in the US. Last year she spent 10% of the budget online; this year she is allotting closer to 18%; next year, she says, she will allocate more than 20%.
More and more this is the trend and those people who know online will benefit.
I recently helped a client find a new email service provider. They were looking for a technology platform that could provide them with leading deliverability and one that could help them drive highly relevant communications. Together we chose ExactTarget, Indianapolis, IN.
Recently ExactTarget released their updated Top Industry Trends.
Here’s their #1 trend: