Brian Shilling says, “About 1 in 5 emails never reaches the intended inbox, according to Return Path’s 2015 Deliverability Benchmark Report. Yet email deliverability rate remains one of the most overlooked email marketing metrics. Though most email marketers focus on optimizing click-through rates and open rates—and for good reason—those popular metrics won’t add up to success if your emails don’t land in your contacts’ inboxes in the first place. If you feel as if you’ve tried everything to optimize your email campaigns but you’re still not seeing... [...]

Brian Shilling says, “About 1 in 5 emails never reaches the intended inbox, according to Return Path’s 2015 Deliverability Benchmark Report. Yet email deliverability rate remains one of the most overlooked email marketing metrics. Though most email marketers focus on optimizing click-through rates and open rates—and for good reason—those popular metrics won’t add up to success if your emails don’t land in your contacts’ inboxes in the first place. If you feel as if you’ve tried everything to optimize your email campaigns but you’re still not seeing... [...]

Huyen Truong says, “Increasing your conversion rates is crucial to high sales volume. Eye-catching and efficient website design is essential in driving your customers from your home page to making a purchase. There have been studies regarding both what attracts and deters consumers from a site that proves to be a useful lesson for business owners. Following is a list of 16 ways to increase your conversion rate based on empirical research we’ve acquired from our extensive experience. 1. Create a Compelling and Clear Value Proposition The first step should be to strengthen your value proposition. A... [...]

Monica Montesa says, “If you’re just getting started with email marketing, you might be wondering what all the hoopla’s about when it comes to email deliverability. Whether you’re unsure how it impacts your email success, or if you’re just not convinced it’s that big of a deal, we wanted to help bring clarity to the sometimes puzzling topic. Here’s why email deliverability should definitely be on your radar: Reason #1: You want people to read your emails. I know, this one is kind of obvious. Of course you want people to read your emails! But there’s a whole lot that goes into... [...]

Ayaz Nanji says, “Only 79% of legitimate marketing messages sent by brands are arriving in consumers’ inboxes, with the rest ending up in spam folders or getting lost, according to a recent report from Return Path. The report was based on an analysis of 357 million marketing messages sent by recognized brands to subscribers. Inbox placement statistics were based on performance across more than 150 mailbox providers in North America, South America, Europe, and the Asia-Pacific region. This year’s 79% email deliverability rate is down from 83% in 2014, the analysis found“. Email... [...]

Evan Burke says, “The email deliverability landscape is in constant flux, influenced in great part by the proliferation of mobile devices and subscriber engagement-based filtering. Adapting to such industry changes increases the ability to reach audiences and generate revenue from digital messaging campaigns. But managing deliverability can challenge even the most well-respected brand. Government regulations, inconsistent Internet service provider (ISP) policies, emerging technologies, and changes in subscriber behavior all add to the complexity. As a result, one in six email messages never... [...]

David Kirkpatrick says, “Deliverability should be a concern for any email marketer. If you can’t get into the inbox, your email send might as well not have even happened. Deliverability can be a challenge. A bad reputation score can significantly impact your ability to reach the inbox. An ESP (email service provider) with other clients behaving poorly on a shared IP also hurts you. Getting off of a spam or junk mail blacklist can be a Kafka-esque experience of not really being sure who or what will get you off that list. To help you with deliverability issues, I reached out to three industry... [...]

Neil Patel says, “I rave about email marketing all the time. But I need to shoot straight with you about email marketing lest you think it’s some holy grail of marketing. Your emails are useless unless they actually make it to the user’s inbox. Let me state that another way so you don’t miss it. If your emails aren’t getting delivered, then email marketing is a massive waste of time and money. You’ve probably read all the tips about subject lines, open rates, engaging content, powerful CTAs, and strategic email landing pages. But let’s take a big step back and look at the picture... [...]

Pamella Neely says, “Most of us have had at least one experience of losing something in the postal mail. Hopefully yours was something small, like a postcard, not something like a mortgage payment or a rent check. But despite how much we all complain about the post office, its delivery rates positively sparkle compared to email messages. Just last week, Return Path, the email certification service, reported that one in six emails never makes it to the inbox. One in six is a lot. What if one in six of your customer-service emails went missing, or one in six order confirmations? Even with... [...]

Jeff Dellapina says, “So, what’s your excuse? OK, I guess I should have explained the importance of DMARC before asking you about excuses. I’m quirky that way. Before everyone offers explanations about being too busy with work, kids and school, let’s cover the DMARC basics. DMARC stands for Domain-based Message Authentication, Reporting and Conformance. It’s a DNS (Domain Name System) text record that uses SPF and DKIM DNS records to authenticate email and reject email that doesn’t pass that same authentication. When the DMARC, SPF and DKIM records are in place, mail not coming from... [...]