What comes to mind when you hear the word ‘audit?’ We bet you don’t automatically think of email deliverability.
Many businesses are completely unaware that they might have email deliverability issues. In fact, most marketers aren’t totally sure what the word ‘deliverability’ means. Some are simply uneducated on the subject, and others are afraid to investigate how their email program is performing. However, deliverability issues can have quite a detrimental effect on revenue. And because you cannot begin making improvements if you don’t know what’s wrong, an email deliverability audit is a great place to start. The audit will uncover areas in need of improvement to enhance your program’s ROI.
When an email is delivered, it means it made it to the intended recipient. Deliverability, on the other hand, is the measure of how many emails make it into each recipient’s primary inbox (as opposed to the “spam” or “junk” folder, or even the “promotions” tab). If your emails aren’t landing in...
RentPath is a leading digital marketplace connecting millions of consumers with apartments, condos and houses for rent through its network of websites and mobile apps. RentPath’s category-leading brands include Apartment Guide, Rent.com, Lovely, Rentals.com, and RentalHouses.com. The company relies heavily on the email channel for client services, as well as general marketing outreach.
RentPath began experiencing declining open rates and high bounce rates — both tell-tale signs of declining email deliverability rates. They needed to increase revenue by recapturing opportunities lost due to email delivery issues. They came to Trendline to help solve these issues.
Trendline performed a deliverability audit on RentPath’s current sending practices and uncovered a few obstacles that were negatively affecting their deliverability. Trendline broke down the many factors involved in email campaigns, both technical and creative, to determine what corrective measures to take to ensure successful and consistent deliverability to the audience’s inbox.
The deliverability audit uncovered that their emails were...
If you follow email industry news, you've most likely recently seen stories about deliverability services provider Validity buying up two deliverability software vendors: Return Path and 250ok.
It's natural to wonder what these and other acquisitions in the email space might mean for your own efforts to improve deliverability, or for the industry as a whole. Here's our take:
Validity's two acquisitions mean that the industry's top three stand-alone deliverability services are now part of other organizations, beginning when Validity bought Return Path in May 2019 and when email services provider SparkPost bought eDataSource in October 2019.
These consolidations will likely bring fewer service options to companies working on their own with a single company. However, they won't affect Trendline's ability to pinpoint and help you solve nagging issues like delivering emails into the inbox.
What is Email Deliverability?
Service over software
These consolidations, and even the potential loss of one or more of these services, won't affect our ability to provide deliverability services because we...