The Whitelist

Email Deliverability Consultant Guides You to Email Deliverability Best Practices

As we’ve said in this blog so many times: Improving your email deliverability best practices—and therefore improving your deliverability rates—even a half a percentage point can improve your email marketing ROI.

That’s why we spend so much time as an email deliverability consultant teaching clients how to do things just a little bit better. As a friend of mine likes to say, if you improve by just 1% every day, in 100 days, you’ll be 100% better. Think what that can mean to your ROI!

Unfortunately, even organizations that follow email marketing best practices can be thwarted, with 30% of the emails they send ending up in a spam folder or—worse yet—getting completely blocked, according to a Pivotal Veracity benchmark study of 1.2 million emails done in June 2009.
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You have no choice. You must take email delivery problems seriously. Very seriously.

Why? Because every percentage point of improvement in your email deliverability is a potential improvement in your email marketing ROI. You might think there’s no real difference between an 81.5% email delivery rate and an 82% email delivery rate. Not really, you say, that’s such an insignificant number. But if half a percentage point equals 1,000 more inboxes, and you have a conversion rate of say, 2%, that’s 20 customers you’ll never ever reach. Simply because you didn’t improve email deliverability.
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As we’ve been saying these last few weeks with repeated posts on improving your email delivery rates, there are all kinds of ways to increase your deliverability. And all are worth taking a look at because even if you improve by ½%, that can add up to a significant impact on your email marketing ROI. If every tweak you made mattered a little, but you tackled a number of them, every tweak added together can mean a marked improvement!

But the next step is to get your email marketing opened and acted upon. For tips, tricks and expert advice on increasing your email marketing ROI after you get to the inbox, download our popular email marketing whitepaper titled, “You’ve made it to the inbox. Now what? Driving ROI once your email is delivered” available here.

Pulled together by top email marketing consultants, this whitepaper is even more helpful now as subscriber engagement becomes a key factor in how ISPs look at your email marketing: as spam or not.

Make all of these email best practices part of your email marketing process today by downloading the whitepaper here.

Is your email marketing ROI everything you wish it was? If not, you might want to think about your email delivery platform. If you’re using an in-house email marketing solution or a lower-end email service provider, you could be sabotaging your own email marketing efforts.

A top-tier email service provider (ESP) might cost a little more, but, as we’ve pointed out in another email marketing blog post, the increased revenue more than makes up for the increased cost.
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