Email deliverability is the most crucial part of your marketing plan. You can have the world's most talented copywriters and the most eye catching graphic designs, but if your email ends up in the spam folder, or perpetually floating around cyberspace, your hard work is all for nothing. But how do you know that your emails are reaching their destination? Most importantly, what do you do when you find out they aren't?
According to the Global Email Deliverability Benchmark Report by Return Path, “only 81% of all permission based email makes it to the world’s inboxes. Globally, one out of every five emails lands either in a spam or junk folder (7%) or simply goes missing—blocked by ISP level filtering (12%)”. Though an 81% deliverability rate is certainly respectable, over time, that 19% difference can make a big impact on your bottom line.
Consider this: if you send out 1,000 emails, that is 190 customers who will never hear your message. 190 missed opportunities to make a connection with a person who might be looking for exactly what you are selling. If you snowball this as your email lists continue to grow, you could soon be looking at thousands of lost clients.
To combat this, monitor your email deliverability closely by analyzing bounce back errors, and act to rectify the problems as they arise. If the subscriber’s mailbox doesn't exist, you can remove it from your list. However, if it is a temporary issue, the email address can continue to be monitored and sent mailings periodically. List cleansing and email verification services like LeadSpend exist to aide marketers in this.
