Email Delivery
Did they get your email or not?

Deliverability is the top concern for 68 percent of IT and e-mail marketers according to an online survey conducted by Socketware. Gone is the day when you could send an Email Campaign list to your database of names without worrying about if they would get it or not. With more Emails being sent and more SPAM being sent, the user and the ISP's put measures in place to get rid of unwanted Email. With these safeguards in place legitimate Email gets blocked to the tune of 18% of all legitimate Email.

Email campaigns have increased in the past year

In the last year Email Campaigns have grown, with 84.6 percent of respondents upping volume in that period. HTML is overwhelmingly rated as receiving a higher click-through rate (84.6 percent) than is text-based e-mail (3.8 percent).

Sending out more Email brings up concerns if it's all being delivered or not. Deliverability concerns center on a few key barriers.*

• 92% Email filters
• 73% ISP Blocking
• 70% Blacklisting
• 65% Commercial e-mail laws
• 58% Whitelisting
• 39% Authentication
• 30% Accreditation and reputation services
• 16% Feedback loop processing

Only 3.8 percent of respondents say they're unconcerned with deliverability.

Email Marketing Best Practices

To make sure that our Email Marketing Campaigns or Email Marketing Communications are reaching our intended user we use Email Marketing Best Practices. Best Practices are built from experience and the guidelines of leading ISP's, Email Providers, and Email Laws. Having a guide and a checklist of things to review helps us to go through a standard practice of checks and balances when developing an Email communication.

Before you begin developing your Email Campaign review the Email Marketing Best Practices to make sure you're not missing anything that could harm your Email delivery rate. Once the Email Campaign is ready to go, test it against sample groups from your list. Doing sample testing will show if there are problems with the Email before you send it out to the entire list.

*Source: Socketware, 2005. Respondents to this survey have numerous Email campaigns per month. Almost 40 percent of those surveyed send over 100 mailings per month. About 20 percent send fewer than 10 mailings in a given month.
Socketware polled its clients on their use of Email marketing, views of the industry and Email marketing concerns. Questions focused on deliverability, Spam filters, whitelisting, blacklisting and commercial Email legislation.