Don't let Email Deliverability Fall

As per the 2011 end report by Return Path, commercial email deliverability has taken a beating, while B2B in-box deliverability has gone up by 6 percentage, increasing the overall percentage to 80%.

Despite the good news on deliverability, most B2B marketers regard email deliverability as the biggest challenge faced by marketers. The rise in in-box solicitations, incessant email by mailing by marketers has led to more dwindling response and higher scrutiny by ISPs.

Having said that, we would like to know if you are experiencing a spike in email deliverability? What are you the steps you are taking to maintain high email deliverability score?

For marketers still battling the deliverabilty issues, this blog post points out some rudimentary tips to keep you on the increase in-box deliverability

Authenticate: Authentication service ensure that your email program is mandated by the ISP. Moreover it reduces the instances of getting into ‘false positive’, in other words being wrongly tagged as a spammer.

Whiltelist: Remind subscribers to add you to their address list. Once your email address is whitelisted, it guarantees safe passage of your email to their in-box.

Scrub List regularly:  Data is very unpredictable. For instance, a valid email address can become invalid with the change of incumbent’s job or any related reason. This calls for regular data cleansing and data scrubbing. To maintain the health of your database, it’s important to fix a day and time for scrubbing data.

Append Data: Another way to make data fresh and increase deliverability is by appending the customer file with a third-party data appending service provider. Using this service, you can get incomplete or incorrect data replaced with fresh data.

Final Note:
There’s no one-way approach to increase your email deliverability. It takes multiple approaches to achieve high deliverability score and most importantly keep an eye on your data.

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