Making The Inbox: Improving Deliverability
What’s an email with no recipient? A draft. A dummy. A disappointment. You wouldn’t want your hard work and development of an email marketing campaign to get lost in limbo. A case study released today, “How to Improve Email Deliverability,” tests strategies that ensure success in reaching the inboxes of all audiences.
Be a detective: Use audits and inspections to find the right solutions. For example, if you’re looking for a new vendor to upgrade deliverability, don’t buy in to their sales presentation alone. Ask for specifics and proof; for show, not tell. If you want delivery confirmations and tracking by ISP, make the vendor test the concept. And make comparisons to other vendors until you find what you’re looking for.
If you’re going to change the dynamic of your system or server, it’s all about implementation and transitioning. Make it smooth and easy for your employees and you.
And please, manage your bounces. Ed O’Neill, Director of Tech Services for Dice, categorizes bounced emails into 20 categories. This takes off the blindfold and lets email marketers know why messages aren’t being received. From a full mailbox to junk mail, to specific email servers like Hotmail or Gmail, O’Neill’s team is in the know.
So take a hands-on approach to securing success. Emulate these practices and get detailed post-campaign results.
Posted by MindComet on Jan. 26, 2007