Email Marketing Deliverability Guidelines
The biggest obstacle for most email marketers is generally message delivery. Messages that are either blocked or sent to a ‘junk’ folder by the ISPs (internet service providers – who manage incoming mail for their account holders) is a major waste of marketing resources and directly affects an organization’s bottom line. To fully maximize email delivery, it is important to understand why delivery can be a problem and what impacts delivery.
The following guide is designed for marketers who want to better understand the challenges of email marketing, and want to benefit from using the ‘best practices’ outlined by the email industry.
Why delivery can be a problem
Today, legitimate email makes up a very small fraction dmarc of the total email volume received by ISPs. One of the main priorities of ISPs is to protect their account holders from unwanted email. The ISPs are spending a lot of time and resources to ensure unwanted messages do not get delivered, and from the following statistics you can see why:
In 2002, 25% of the total mail volume received by the ISPs was considered spam
In 2009, 95% of total mail volume received by the ISPs was considered spam
Since the ISPs are often times implementing new technology, legitimate email marketers can unfortunately find that their messages have been flagged as spam, and are not being delivered to list members. The good news is that ISPs acknowledge the difference between legitimate and non-legitimate email marketers, and they are almost always willing to work with legitimate marketers on improving deliverability.
What impacts delivery
There are primarily four variables that impact email delivery:
1) The quality of the marketer’s list of email addresses is extremely important! The ideal situation is to send emails only to a clean list: A list with minimal invalid addresses; every address on the list has requested (opted-in) the sender’s message; and the list has been mailed to regularly.
Make sure the following has been done – especially when switching to a new email marketing solution:
All addresses that have previously bounced as invalid or nonexistent are not mailed to again.