
Email deliverability: Protecting your investment
If you had the opportunity to buy 1,000 shares of a stock at $1 each, knowing you could later sell them for $42 a piece, you’d jump at the chance, right? According to the Direct Marketing Association the current ROI on email is exactly that 42:1. With this impressive ROI in mind, is your organization doing all it can to protect your investment in its email program? Are you keeping a close eye on email deliverability in order to take advantage of this huge return?
While testing strategies, segmentation, personalization, copywriting, and design are all incredibly important to the success of your email program, email deliverability is all too often an afterthought. It’s disheartening for a marketer (not to mention a waste of time and resources) to put all their effort into an email campaign only to have the message land in the spam folder.
Part of the issue is that email deliverability, as a concept, is a harder sell than a...