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BizReport : Email Marketing : September 15, 2006

Increase Deliverability, Increase Sales

Your email ‘credit score’ could be sending direct marketing emails straight to the Spam and Junk filters in user computers.

by Kristina Knight

According to a new survey from Return Path, 79 percent of consumers admit they have used the ‘spam’ or ‘junk’ button in their email program to get rid of unwanted emails, and 37 percent are using the spam and junk buttons as an unsubscription tool. With those numbers is it any wonder your direct marketing mailings are going unanswered?

The biggest reason consumers are deleting without reading is that they are overwhelmed. Most get at least 100 emails each week, some get upwards of 500 emails.

One possible solution is Sender Score. The program, offered by Return Path, gives your company a kind of credit score. It takes into account compliancy and unknown user rates, security practices, identity stability and unsubscription functions. With this information, it gives your company a score. Once you’ve figured the score you can write better subject lines and content that can help fight those email filters.

There is no guarantee that any email will arrive safely. 82 percent of marketers say deliverability is a huge problem, but by determining subject lines and content information you can increase delivery rates.

Tags: email marketing

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