Are your permission-based emails getting through?

Not all permission-based email is getting through to your recipients’ inboxes, according to the results of a study by Lyris Inc.

by Helen Leggatt

lyris%20logo.gif The ISP you use to send out your permission-based email messages (PEMs) could be automatically sending those messages to your recipients’ junk folders. The Lyris HQ ISP Deliverability Report Card for Q4 2007 found that, on average, ISP’s successfully deliver just 76% of emails.

According to the study results, the U.S. ISP with the highest inbox delivery rate is AIM.com, with 93% of delivered messages ended up in inboxes. U.S. ISPs most likely to direct invited email to junk folders are XO Concentric (62% going in to junk folder) and SBC Global (23%).

Don’t assume that those who requested your emails will search through their junk folders and sort out your permission-based email from all the other emails identified as junk. According to a recent report by Merckle, “68% of consumers state that permission emails they have signed up to receive have wrongly been identified by filters as spam, the majority of this group (73%) don’t care that this is occurring.”

One way in which to prevent your PEMs disappearing into the junk folder is to educate subscribers about whitelisting and encourage them to whitelist your sender address.