A word on email deliverability....

As a sender of millions of B2C 3rd party emails a month, the biggest problem with deliverability that I come across other than the ISP issues already discussed, is designers!! Every day I get creatives sent to me from designers who have failed to take into consideration the key issues for deliverability and SPAM. The main problem I encounter frequently relate to not having designed the email for preview panes so all the recipient sees in a preview pane is a block of grey boxes where in the majority of cases images have been blocked by the email providers!

The main issue with email deliverability is that it is a variant of so many factors that a lot of organisations don’t seem to understand; namely that in order to achieve a high rate of deliverability you need to take into account not only how the email is seen when it reaches the inbox (hopefully anyway :-) ) but also issues relating to Authentication and Reputation of the sender which have become increasingly important issues in this area over recent years, as well as designing the creative to get through the spam filters. In relation to the designers that I encounter, they seem more preoccupied with the 'fanciness' of the email - it doesn't matter how fancy and brilliant your email is if you cant get it into the inbox successfully!! Saying that though I do admire the creatives they design (especially when they are SPAM and deliverability friendly!)

Hi,

My name is Kate Barrett and I work in the Digital Marketing Industry.

The element of this subject that really enthuses me at the moment is Email marketing. To all those not included in the industry thinking how boring this must be.....its not!!! There are more issues than you can imagine with setting up and broadcasting an email campaign.

In this blog i will aim to keep you all up-to-date with email news and views in the industry - especially my own!

Enjoy!

Kate Barrett