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The Marketer’s Guide to Successful Email Delivery
Executive Summary from “The Marketer’s Guide to Successful Email Delivery”
Every marketing campaign is intended to create a specific response. Whether that desired action is to make a purchase, to refer a friend or to feel a particular way about a brand, the marketer’s message has to reach the target audience and reach it at the right time.
To that end, marketers are increasingly using email as a critical tool to distribute their messages, as several recent cross-industry studies have shown. For example, in March 2007, Forrester Research found that 94% of marketers use email as a communications channel.
However, just as email’s popularity as a cost-effective marketing tool has grown, so too has the volume of unsolicited email. As a result, firms and individuals are implementing technologies that reduce the volume and type of unwanted email being delivered into their email systems. Similarly, Internet Service Providers (ISPs) – organizations providing access to the Internet – are adopting methods to prevent the distribution of unwanted email.
While taking these steps may be necessary to reduce the inconvenience and expenses incurred by receiving unwanted email, they pose a challenge to marketing campaigns.
Even the most intrepid marketers can find themselves spending considerable amounts of money, effort and resources only to have their legitimate email messages blocked – i.e. never reach their targeted audiences.
This whitepaper helps marketers increase the likelihood that their email messages will reach targeted audiences in a timely manner. By clearly identifying the five central challenges to email deliverability – authentication, email reputation, being mislabeled as spammers by email recipients, being mislabeled as spammers by third-party software and server configuration – this paper provides marketers with a core understanding of deliverability. At the same time, the best practices and action checklist included in this whitepaper will help marketers address these deliverability challenges head on. The result: marketers’ critical messages are more likely to reach their target audiences and achieve necessary campaign goals.
Download the whitepaper at: http://www.thindata.com/greatideas/marketersguide/
About the Author
About: ThinData. The Email Authority.
ThinData Inc. (www.thindata.com) is a permission-based email marketing company that has been helping organizations establish and manage e-relationships for over 12 years. ThinData continues to accomplish this by providing clients email strategy, email creative and the proprietary industry-leading email marketing software ThinData EMSTM. ThinData is recognized for its leading ISP relations expertise and publications including, The Marketer’s Guide to Successful Email Delivery. ThinData’s customers are some of Canada’s most recognized brands, including Aeroplan, Air Canada, CBC, Canadian Blood Services, Delta Hotels, Direct Energy, Points.com and Sympatico / MSN.
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