‘Deliverability: key to measuring email marketing success’ – ‘Experian Marketing Forward’ Blog
The latest post on ‘Experian Marketing Forward’ Blog is titled “Deliverability: key to measuring email marketing success”.
Michael Barnes says, “For many marketers, comparing campaign results against their peers or industry averages is a primary tool to measure success. However, because email marketing campaigns vary so greatly it can be difficult to accurately benchmark your program’s success.
Another way to think about campaign success is achieving the highest possible delivery rate. This looks at your own individual campaign and the likelihood of your specific campaign meeting its full potential by actually reaching the consumer’s inbox.
Email deliverability is affected by a number of factors, most notably your sender reputation. Internet Service Providers (ISPs) all calculate sender reputation differently, however there are several factors impacting it, including: use of email authentication, volume of email sent, compliant and hard bounce rate, spam trap hits and blacklists, content of the campaign and your consumer engagement level”.
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