Free ebook: Increasing Email Deliverability: Getting Email Into the Inbox!

Increasing Email Deliverability When it comes to online marketing, the metric businesses traditionally use to determine an email program’s overall success is deliverability. Without high deliverability, businesses cannot move beyond the basics to build customer relationships, grow robust opt-in lists, scale email programs, and generate new revenue. This whitepaper provides a quick and compelling roadmap for discovering new tactics to increase email delivery performance rates.

Table Of Contents

Contents Introduction 1 The Obstacle Course 1 Filtering the Noise 2 ISP Filtering: Tactics for Success 2 - Authenticate 2 - Outsource 3 Desktop Filtering: Tactics for Success 4 - Whitelist 4 - Keep it Clean 4 - Leverage Your Assets 5 Human Filtering: Tactics for Success 5 - Relevance 5 - From Field & Subject Line 6 - Trust Your Instincts 6 Conclusion 7 About Campaigner 8

First 3 Pages

Increasing Email Deliverability: Getting Email Into the Inbox! As email marketers know too well, deliverability remains the biggest challenge faced today. That being said, deliverability is the one area where businesses are still in control, because the success components that effect deliverability can be directly influenced by the business choices you make. This insightful white paper aims to make these choices just a little easier, by providing businesses with a clear overview of the main obstacles that prevent email from reaching the inbox; and the simple tactical trends that can be implemented to avoid them. Remember, the first step towards any chance you have of spurring a recipient into action is making sure their mail gets to where it’s intended – that all-important inbox. This white paper is a great tool to help you get a jump start on the complex task of increasing deliverability performance. We hope you find it valuable. Contents Introduction 1 The Obstacle Course 1 Filtering the Noise 2 ISP Filtering: Tactics for Success 2 - Authenticate 2 - Outsource 3 Desktop Filtering: Tactics for Success 4 - Whitelist 4 - Keep it Clean 4 - Leverage Your Assets 5 Human Filtering: Tactics for Success 5 - Relevance 5 - From Field & Subject Line 6 - Trust Your Instincts 6 Conclusion 7 About Campaigner 8 Introduction When it comes to online marketing, the metric businesses traditionally use to determine an email program’s overall success is deliverability. Without high deliverability, businesses cannot move beyond the basics to build customer relationships, grow robust opt-in lists, scale email programs, and generate new revenue. This white paper provides a quick and compelling roadmap for discovering new tactics to increase email delivery performance rates. The Obstacle Course Obstacles can take the form of automated spam filters — at the Internet service provider (ISP) or desktop level — that rate and filter through only email that meets a certain set of criteria. However, obstacles are more and more taking the form of ‘Human’ filters: recipients, who feel a message is not relevant to them, and therefore block communications or report the culprit email to their ISP. With AOL, Hotmail, Outlook, and Yahoo! taking up most of the space, businesses cannot afford complaints to ISPs. With all of these obstacles in the way, delivering your message becomes even more difficult. And if this weren’t enough — as even the most diligent know too well — filters that keep out real spam also block ‘good email’ from reaching its destination. By recent estimates nearly 21 percent of all permission-based sent email suffers from ‘false- positives’ (diligent permission-based email flagged as spam) and never reach the intended inbox. While industry analysts agree the numbers are finally starting to trend in the right direction, they still remain significant enough to cause concern. For many, the reality is still not having the time, budget, resources, or expertise to understand the complexity of the evaluation process to ensure their next email campaign gets to the inbox. Let’s define deliverability: Deliverability in email communication is all about reputation, more specifically, a business’ email reputation. Understanding the many reputation-based obstacles your communication will face on the way to its destination is critical to boosting email deliverability rates.