Deliverability: The #1 (but most overlooked) Email Marketing Success Metric

Most email marketers focus on tweaking visual and copywriting elements to improve performance of email marketing campaigns.  But those elements are only part of the story for successful email marketing...

While your email's images, copy, and subject line are important to attracting customer click-through, there’s another factor that overshadows them all: deliverability.

Deliverability is a measure of how many of your emails actually make it to their intended destination.

Most marketers gloss over deliverability because it's more fun to focus on crafting pretty images and enticing product messages.  But it’s been reported that more than 20% of emails never even reach the email inboxes of your intended recipients.

Your precious noozles may be held up by spam filters at the ISP or network levels, misdirected due to technical glitches, or caught in local firewalls. Even more are mis-filed into Junk or Spam folders in the user’s email software program.

You Need to Use a Professional Email Delivery Service
So don't try to manage your email publishing efforts yourself.  You should use an email delivery service that prioritizes deliverability of those messages.

Your next email marketing campaign is much more likely to succeed in reaching the inboxes of your targeted customers IF:

• You use an email sender that has strong relationships with the top Internet service providers to ensure deliverability,
• You encourage your recipients to “whitelist” your sending email address, and
• You avoid using spam triggers in your emails (these are words and formatting that make your emails look like spam to the firewall and filter software employed by most ISPs).

My Email Service Recommendations
Enhancing deliverability is the #1 reason that I use professional email delivery services to send my ScottFox.com noozles.

In publishing my noozles, I have successfully used Constant Contact, Feedblitz, and Aweber enough to recommend (and become an affiliate for) all three. Today Aweber is my #1 choice because it offers the most affordable combination of strong deliverability, good reporting, and includes industry-leading autoresponders, too.

What do you think? Is this helpful?  Who do you use to get your emails delivered?

 

Comments

[ROBERT A. FLOWERS]

I AM AN AUTHOR OF THE BOOK, "THE DELAWARE RIVER WATER WAR",WHICH WAS PRINTED BY AUTHORHOUSE AND MARKETED ON THEIR "FEATURED BOOK " DEAL FOR 2 MONTHS.I WISH TO HAVE MY BOOK WEB SITE (RAFLOWERS.COM) LISTED ON THE INTERNET SO READES COULD FIND ITS NAME AND WEB SITE. CAN YOU HELP ME ACCOMPLISH THAT ?

[Scott Fox, Click Millionaire]

Hi Robert,
Yes, I think so. There are 2 basic steps to that:
1. Finish building out your web site. Blank pages don't help your credibility or encourage book sales.
2. Attract links to your site from other web sites. Once other sites start linking to yours, the search engine crawlers will find your site, too. These links can be from friends, family, business contacts or directories of different sorts. There are many book sites where you can create an "Author Profile" to get started, for example.
I hope that helps?
Thanks for visiting.
Scott Fox