Do you know your reputation? Do you care? No, it’s not a popularity contest, but you should be paying attention to your reputation because it affects your deliverability. And your deliverability rates are key to your email marketing ROI.
Deliverability is a top challenge for online marketers using email marketing. Having a great design and offer won’t do much if you can’t make it to the inbox. And reaching that final destination-the inbox-gets more difficult all the time due to the vast amount of resources that are being thrown at the ‘spam’ problem. There are hardware and software filters and algorithms in place that attempt to stem the flood of spam. As a result, what used to make it to the inbox is no longer a good indicator of what will make it there now…or in future.
And now more and more ISPs are routing inbound email based on the email marketer’s reputation, and not just on the potential spamminess of the content or subject line. In some cases, ISPs are basing that decision solely on the sender’s reputation.
Obviously reputation is now something you as an email marketer must pay attention to.
Now that we have your attention (we have your attention, right?), we’ll spend the next Email Marketing ROI blog post on what affects your reputation and what you can do about it. Stay tuned.