The Whitelist

Last week we sat in on ExactTarget’s email deliverability webinar, ‘Getting to the Inbox: Why “Send” Is Not the End and Reputation Is King.’

The webinar pointed out that as concerned as email marketers are with maximizing their email delivery rates, they still aren’t paying enough attention to reputation.

According to the webinar, actions taken by email marketers to improve email delivery in 2008 included:

·    Modifying the email design template
·    Use of a third-party accreditation/reputation service
·    Adopting authentication (SPF, SenderID, DomainKeys)
·    Switching from a shared to a dedicated IP address
·    13% switched from in-house to an email service provider (ESP)
·    Another 13% switched ESPs

All of these can help improve your email delivery, but reputation is king in the world of email marketing. And that makes the webinar a preview to our February ClickMail Marketer newsletter on taking care of your sender reputation to increase your email delivery rate .

Keeping your reputation clean will increase the likelihood that ISPs will let your email through. But managing that reputation can be complicated. There are several critical factors that ISPs consider when determining your sender reputation. This month’s newsletter goes over some of those factors and what you can do about each to make sure you look good to the ISPs.

Read the latest ClickMail Marketer by clicking here.

Tags: email deliverability, email delivery, Email design, Email marketing, Email service provider, ESP

This entry was posted on Wednesday, February 11th, 2009 at 9:00 am and is filed under Deliverability. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.