Missing In Action

By Eleanor Workman

Email delivery can be every email marketer’s best friend but also occasionally biggest headache. Recent research from Goodmail found that 20% of B2C messages to qualified email addresses don’t get delivered to the inbox.

Over the past few years we’ve seen stats that suggest up to 14% of emails are missing, yet to be delivered, floating around in hyper space. Goodmail’s research over Q1, 2009, placing this missing figure at 15% shows us that nothing has changed. The ISPs are still as stringent as ever in blocking emails, whether this is due to volumes trying to be delivered or simply ISPs are not liking the emails we are sending, it still comes back to the fact that this “missing” figure has not improved and we need to work together to prove to ISPs we are responsible email marketers.

But, as ever there is answer. Goodmail Certified Email. Prove to Goodmail that you are a responsible email marketer, that your data is continually cleansed, that your recipients have legally opted in and you are sending targeted and relevant emails that they want to receive and they will accept you on their Certified Email Programme. For a small price per thousand Goodmail will deliver your emails, directly into your recipients Yahoo, BT and AOL inboxes with images enabled.

And even better, Goodmail has now Goodmail Video tokens, allowing email marketers to embed video within email itself, without negatively impacting deliverability.

Help is here through the Goodmail programme, but as email marketers the one thing we need to remember is targeting. Smaller segments but much more relevant content. It may mean a little more work for some us (dynamic content is a godsend, and dotMailer email marketing platform allows you to report on individual segments of your data and dynamic content insertions so you don’t lose out on your response analytics) but your emails will be well received and the ISPs will like you more.

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