This poses a challenge to UK email marketers - to keep deliverability rates as high as possible. Investing in deliverability generates extra revenue, improving from 95 to 98 per cent means significant extra sales. On the flipside, not investing means you run the risk of losing revenue if deliverability rates fall.
Deliverability is influenced by a number of factors. First, who is sending? Emails are analysed by recipient email systems that evaluate their past dealings with you. To improve things: suppress hard bounces from your email lists; include unsubscribe messages and respect unsubscribe requests; have a back-up relationship with an ESP for help if you experience blacklisting; keep encouraging contacts to add you to their safe sender list.
Second, what are you sending? The copy and code of each email is analysed, including links. If using a bulk-sender ESP, use a dedicated sub-domain and check activity by other clients won't affect your reputation; implement domain keys, sender ID and SPF records on your bulk-mailing email server; always check emails with a spam-checking tool.
Lastly, who can vouch for you? Being an accredited sender certifies you as reputable. Build relationships with ISPs and anti-virus, corporate firewall firms to prove your reputation, or work with an ESP to ensure your emails are whitelisted, or consider schemes like Goodmail or Sender Score Certified.
Deliverability is today's main challenge for email marketers.
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