Emails are no longer guaranteed to end up in inboxes, claim email marketing service provider, Validity. Evidence suggests that email deliverability has been declining over the past few years, as internet service providers adjust their algorithms to weed out spam. As the internet becomes more and more saturated, it is becoming harder to avoid slipping into spam filters, despite having obtained opt-in permission from users who have signed up to receive communications from legitimate brands. To ensure that legitimate emails reach their intended recipients, Validity advocates testing email campaigns across a range of platforms, monitoring and taking action to improve deliverability, and gradually building recipient engagement over time.
Excerpt from the main article:
The average inbox placement rate (IPR) for email marketing programs around the world is 84.8 percent. This means one in every six legitimate, permission-based messages fails to reach the inbox. Instead, these messages end up in the spam folder (or blocked entirely), never to be seen or engaged with. Email marketing is rightly celebrated for its great ROI (38:1). Marketing emails generate an average $0.10 in revenue, starkly illustrating the opportunity cost of poor deliverability. Every 1M emails placing at 84.8 percent means $15K less in sales revenue, which is pretty eye-watering! We’ve quoted the one in six failure rate for several years now, which made us scratch our heads a bit. With our great deliverability solutions and world-class advice and thought leadership, surely senders should be getting better, right? Let’s dive into “why” behind the deliverability dilemma. Top 8 reasons deliverability is getting harder Seth Charles, Director of Deliverability and
It’s Not Just You—Deliverability is Getting Harder! was originally published on Blog – Validity
