E-mail Marketing: Message Content Not The Only Hold-up For Marketers

Beyond message content, such factors as the sender’s mailing history, the number of complaints the sender receives, data collection practices, the use of sender authentication protocols and other reputation factors all negatively impact deliverability.

“There are no easy fixes to senders’ deliverability challenge,” said Stefan Pollard, director of consulting services at EmailLabs in the study. “Changing a few keywords in the hopes of boosting inbox success rates is no substitute for adhering to e-mail marketing best practices. It’s an oversimplification to place blame primarily on content filters when a campaign has poor returns, and when most delivery challenges are due to subscriber feedback.”