Do you ever get reports from your customers that “this email” or “that email” was never received? Chances are, your answer is an emphatic “Yes”, but rest assured – you’re not alone. In fact, the open “secret” of email communications is that nearly 20% of legitimate email is never delivered to the intended inbox. Overall, more than half of all email sent is considered to be abusive or illegitimate. So, what do these unfortunate statistics have to do with your business?
While we often focus on delivered rates when talking about email deliverability, response metrics will soon be equally important in determining whether or not your email arrives. ISPs are increasingly looking at subscriber engagement levels to determine the validity of your email messages. While not all ISPs are using engagement data and those that are all have different criteria, the fact is that opens, clicks and other engagement metrics are now playing a role in email delivery decisions. … Read more ›