Email Deliverability Guide Released

The Interactive Advertising Bureau, or IAB, has released the Marketer & Agency Guide to Email Deliverability.

by Kristina Knight

The guide, produced with the IAB’s Email Committee, discusses how deliverability has changed in the past few years and also defines deliverability.

According to the report, deliverability is the ability of an email marketer to consistently deliver email to inboxes with will HTML or Text still functioning.

More than 60 billion emails are sent every day and about 80% of that is spam. However, some experts say as much as 20% of legitimate emails are reported as spam or inadvertently delivered to junk or spam folders every day. This results in lower click through and conversion rates for email marketers.

Craig Swerdloff, General Manager, Customer Acquisition Programs at Return Path and IAB Email Committee Chair said, (via MarketingVOX) “Providing the marketers with a single standard definition of deliverability as well as accurate and timely information around causes of delivery problems and measurement is an extremely important step in solidifying email as a critical performance marketing vehicle."

The report also gives options for delivering a higher rate of emails successfully, how to measure and monitor deliverability in an effort to improve the effectiveness of email marketing campaigns.