MarketingSherpa – Email Deliverability: How a marketing vendor with 99 percent delivery rates treats single opt-in lists vs. double opt-in lists
Yahoo! Mail, Gmail, AOL and similar providers track senders’ reputations by IP address. This is partly why sending emails from dedicated IPs (instead of IPs you share with others) is the most effective tactic for improving deliverability, according to the MarketingSherpa 2011 Email Marketing Benchmark Report.
Many smaller companies, though, cannot manage a dedicated IP well enough to build a strong reputation and are better off using shared IPs, says James Thompson, Email Systems Manager, Infusionsoft.
“What we found is that most small businesses really don’t have the resources to be able to dedicate the kind of attention and maintenance required to maintain a good status on a dedicated IP,” he says.
Thompson oversees the sending of about 40 million emails each week for clients at Infusionsoft, a marketing automation software provider that caters to small businesses. He is tasked with maintaining the email architecture and deliverability for clients across the system.
Thompson has been through the trenches of email deliverability and helped to pull the company’s average delivery rate from the mid-90-percent range two years ago to consistently above 99 percent today.
Thompson shared several stories on how his company handles deliverability. His examples can help email marketers of all sizes understand how their reputations can extend beyond webmail providers and ISPs and begin to affect their relationships with agencies and vendors.
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