I had to smile when I read David Fowler’s article in Email Insider, titled “Inherent Links Among Reputation, Email Deliverability And ROI.” In this article David is saying what we’ve been saying for ages: Your deliverability impacts your email marketing ROI. And take that one step further, to your reputation, which affects your deliverability. Therefore, your online sending reputation impacts your email marketing ROI! (Yes, that was a little bit of math, but it works. Remember, if a=b and b=c, then a=c.)

David’s article isn’t speaking specifically to your online sending reputation however, but to your company’s reputation at large, in the age of social media where one tweet, one blog post, or one Facebook post can do serious damage to your public reputation.

For us as an email deliverability consultant, we’re focused on the other reputation–the one the ISPs care about. That’s why we help email marketing clients to improve their email deliverability by improving their reputations.

We know the email deliverability best practices required to improve that reputation…and therefore your email marketing ROI. The more emails successfully delivered, the more chances you have to convert (i.e. sell).

Thank you, David, for reiterating this important point. It might seem strange to equate your reputation to your ROI, but when you add deliverability to the equation, it all adds up.

The Online Marketing Summit 2010 (OMS) takes place next week in San Diego and email marketing vendor ClickMail will be there offering an Online Marketing Lab on email deliverability and reputation. Sign up for a one-on-one session with ClickMail, then submit an email example a few days before the show. Prior to OMS, we’ll analyze your reputation, deliverability, layout and email rendering, and produce several diagnostic reports. During the lab at OMS, we’ll go over the reports with you, and make recommendations to improve the effectiveness of your email marketing campaigns.

Make time to be at OMS and work directly with ClickMail, for free, expert consulting. Register for your one-on-one email marketing consultation with ClickMail Marketing today, before the slots are all filled. Each coaching session lasts just 20 minutes, so you’ll still have plenty of time for other OMS activities. Choose a time slot anywhere between 9:20 and 4:20 on Tuesday the 23rd, and 10:00 and 4:00 on Wednesday the 24th.