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Firstly, let's make sure we know exactly what deliverability is.
If our marketing email arrives in the subscribers' inbox, that is a successful delivery. However many things could affect our emails deliverability, like Internet Service Providers (ISPs), bounces, spam issues to name a few.
In today's chart, the question asked, "How do you monitor and improve deliverability?" It is good to see that the majority do monitor it in some form. 37% test messages for the spam score and optimize before sending. Although still, 28% say they do nothing.
You need to monitor your deliverability. For example, if you are having high bounce rates, it could mean your domain is on a blacklist somewhere. And ISPs take notice of reputable blacklists like SpamCop.
With deliverability, you don't want to be complacent. Even if you monitor it once a month in a report, its better than nothing. Just remember this is your reputation at stake. If you have any questions regarding deliverability please feel free to drop us a question in our email marketing community.
The research was designed by the teams at Smart Insights and GetResponse and written by Dave Chaffey and Robert Jones at Smart Insights, so includes not only useful benchmarks for you to compare your performance against, but also our trademark visual mindtools to help you review your approach and take practical actions to improve results.
View the full report Email Marketing & Marketing Automation Excellence 2017.
By Kim Greenop-Gadsby
I am the Email Marketing Manager for Smart Insights. I manage all our email marketing and our automation platform. I get very excited about all things email because I'm just a #EmailGeekUK. I was born and bred in South Africa and have over 16 years experience in web development and digital marketing. When I'm not being an email geek, I spend my time with my husband, two sons and our menagerie of pets.
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