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Email Deliverability
Far be it from me to argue against the importance of email deliverability. Spam fighting has long been a personal mission of mine--mostly because I hate the stuff, but also because spam makes it harder for legitimate eMarketers to reach their opt-in subscribers.
However, I'm a little troubled by the way many industry professionals are choosing to frame their email deliverability discussions. Why the concern?
Long-Term Deliverability Tactics
Sure, things like delivery percentage rates, whitelists, and the latest spam filtering logarithms are important, but they're all extremely temporary ways to improve deliverability. Despite what you may be led to believe:
- Every Email Service Provider's (ESP) delivery rates can fluctuate dramatically from launch to launch;
- Being on a whitelist won't guarantee your emails will get delivered;
- And as for trying to "outwit" spam filters, well, someone's already cornered that market: Spammers themselves.
Here at BlueHornet, we consistently achieve delivery rates worth bragging about. But rather than focusing solely on numbers and other constantly shifting trends, we take a long-term approach that starts and ends with your subscribers.
Psst...Here's a Secret:
Hands down, your subscribers have the greatest single impact on email deliverability. They alone make the decision to click the "this is spam" button. Subscribers are, in fact, the one constant in the deliverability shell game. So why not focus on what they want and need?
In this month's BlueHornet News, we'll talk about paying subscribers and customers the respect they deserve. First, take our five-question self test to learn what your current email practices imply about your company and brand. Then learn what some ESPs don't want you to know about blacklists and whitelists.
Let me know what you think.
Sincerely,
Tim Marusich
Vice President, General Manager, and Chief Spam Cop
BlueHornet Networks, Inc.
Tim@bluehornet.com |
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Respect: Can You Deliver?
