How should marketers approach the issue of email deliverability?
A new report has revealed some of the main factors behind the successful delivery of email marketing messages to consumers.
The study by Aberdeen Group for Campaigner showed that email segmentation is the most important element of an email marketing campaign when it comes to ensuring that messages are correctly delivered to subscribers.
Leading email marketers who use segmentation in this way see an average deliverability rate of 90.2 per cent, the report said, up nine per cent compared with last year and considerably higher than the stagnant growth seen by average practitioners within the sector.
Another important factor was found to be the reputation and best practices framework of the company’s email service provider, with 76 per cent of the top email marketers dependent upon their providers for email certification and deliverability monitoring, among other offerings.
“Email deliverability rates move hand-in-hand with superior email open rates, click-through rates and revenue growth,” remarked Ian Michiels, research director and practice leader for customer management technology at Aberdeen Group.
A recent forecast from Forrester Research predicted that the average consumer inbox will receive more than 9,000 email marketing messages every year by 2014.