Inbox vs. Delivered

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Alterian leads the way in mobile with HTML5, powered by bemokoLive August 3, 2011
Alterian Content Manager Mobile solution has been enhanced with an HTML5 Optimiser. This advanced feature allows the development of mobile sites completely in HTML5. Smartphones that support HTML5 will benefit from all its advanced features. […]
Alterian appoints Heath Davies as Chief Executive and Phil Cartmell as Chairman July 13, 2011
Alterian is pleased to announce the appointment of Heath Davies as CEO and Phil Cartmell as Non-Executive Chairman. Heath replaces David Eldridge who stepped down in April and Phil Cartmell replaces Keith Hamill, who retires as Chairman on 5 Sept 2011. […]
Alterian Solidifies Partnership with Plusoft to Provide Holistic View of Customer July 5, 2011
Offering combines Plusoft’s expertise in customer relationship management (CRM) and Alterian’s industry-leading solution for marketing campaign management. […]

Feb

2011

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Found in Email Marketing by Mike Longfellow

How are you adapting to the shift in the email deliverability landscape?

“Authentication, Domain-Level Reputation, and Customer-Level Engagement Metrics Fundamentally Transforming the Email Deliverability Landscape” – Pivotal Veracity

There is a tendency within the email marketing arena to jump from one email service provider (ESP) to another, in the ever-growing search to improve email deliverability. However, simply moving ESP’s isn’t going to improve your delivery if your practices remain the same. It is your delivery processes and strategy that underpin email delivery.

A clearly defined on-boarding process, which includes dedicated IP’s, ISP mediation, authentication, functional set up, domain customization, data collection audits, IP warming strategies and email marketing strategies complemented by industry leading email “health check” scoring and reporting/visibility on actual inbox placement are fundamental to ensuring that your emails reach the inbox faster.

A few things to think about:

Are you using a dedicated IP address or are you on a pool of shared IP’s? A recent study conducted by Marketing Sherpa demonstrated that utilizing a dedicated IP was the most effective way of increasing delivery optimization.

Do you understand how your ESP defines “delivered”? Sent minus bounces does not equal delivered.

If your delivery reports don’t tell you where your email is really going, and more importantly why, then you are not getting a true reflection of your email deliverability.

Your definition of what counts as “delivered” is probably far different to that of the reports sent to you by your ESP. With this in mind, you could be doing much better than you think if you measure email deliverability in the right way.

So what delivery rates are you getting?

About Mike Longfellow

Mike Longfellow has written 6 post in this blog.

As Email Marketing Specialist at Alterian, Mike plays a key role in leading the development of clients' digital marketing activity, improving areas where it is established in the marketing medium and introducing them to new areas, which specifically look at driving performance and maximizing ROI.

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