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Mar 26, 2013
Article

Marketing Research Chart: Improving email deliverability

SUMMARY: In this week’s chart, we learn about the types of tactics employed by organizations to improve email deliverability rates. Be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.
Myriad factors play a role in the improvement of email deliverability. Whether it be internal efforts, such as list hygiene, or more customer-focused items, like facilitating the opt-in and -out process, marketers have a wealth of areas to cover to ensure emails end up in the inbox. As such, we asked…

Q: Which of the following tactics is your organization using to improve email deliverability rates? Please select all that apply.

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Customer preference and satisfaction seemed to be a prevalent factor for our surveyed marketers when discussing email deliverability. When asked which tactics their organizations used to improve deliverability rates, the top response was the provision of an easy unsubscribe process, which was selected by 62% of surveyed marketers.

Similarly, respondents indicated they were actively maintaining list hygiene (41%), removing inactive subscribers (39%) and requesting white list status (22%) to improve deliverability.

However, it must be noted that 15% were checking their reputation scores, while just 17% were launching reactivation campaigns — and 7% were sending repermission emails — to possibly re-engage with dormant subscribers.

Points to Consider

Are you surprised relatively few marketers focused on repermission or reactivation emails for dormant subscribers? In your email efforts, do you opt to grow your list and hope to improve deliverability through new subscribers? Or, do you focus more on the names you already have?

For more information about email marketing, download the free excerpt from the 2013 Email Marketing Benchmark Report. Be sure to share your own analysis of this chart in the MarketingSherpa LinkedIn Group for a chance to be published in a future blog post.

Useful links related to this research

Email Marketing: The 5 goals of a successful program

MarketingSherpa Email Summit 2013 Wrap-up: Top 5 takeaways for email marketers

Email Marketing Basics: 4 tactics of the incredible email marketer

Marketing Research Chart: Email marketing ROI




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