Social Email Marketing – 2011’s Deliverability Nuts and Bolts
By: Social Email Marketing
You can have the best looking and most informative email marketing newsletter on the planet, but it’s useless if it never gets to the subscriber inbox. Deliverability is one of those aspects of email marketing which everyone should be thinking about and yet too few do.
2011’s Deliverability Nuts and Bolt’s is a new whitepaper from goldLasso which tries to clear up some of the confusion on this topic and offer some advice for marketers.
Deliverability is not going to get any easier in the future – quite the opposite! Carol Catajan, Product Manager for Yahoo! Mail, announced at the spring 2010 Email Insider Summit, that its systems block 60% of all email messages received. Of the 1 billion or so email messages that Yahoo! delivers, in a given day, 40% of them are placed in the spam folder.
As, goldLasso makes clear, your email service provider (ESP) should be knowledgeable about deliverability and able to support you in obtaining and maintaining solid deliverability rates for your email campaigns.
There are several components to deliverability which you should understand:
Authentication
Just as it sounds, these programs confirm you are the sender you claim to be. It protects you from having spammers hijacking your name and reputation. Among the most popular protocols for this are: SPF, DKIM, SenderID and DomainKeys. Ask your ESP about these protocols and what they use/offer.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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