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/