The Email Catch 22: Engagement = Deliverability = Engagement

email marketing best practices

The Email Catch 22: Engagement = Deliverability = Engagement

Is email marketing now a Catch 22? To keep getting your email delivered to inboxes, you must engage the recipients. But to engage the recipients, you must get email delivered to inboxes.


It looks odd to see it spelled out that way, doesn’t it? But it is true. In 2012, your recipients’ interactions with your emails are now an indicator of your worth in the eyes of some ISPs. If the folks you email don’t interact with your emails, the ISP sees your email as not wanted, determines it to be spam, and no longer delivers any email from you…at all.

This kind of Catch 22 isn’t really a conundrum at all if you’ve been following the email expert advice all along. If you’ve been building a permission-based list, segmenting your list, sending targeted messages, keeping your list clean, serving up awesome content and essentially being subscriber-centric, then you have no Catch 22. You’re adhering to the email marketing best practices the ISPs want to promote with their filtering. There is always room for improvement, even for an email expert, but you’re on the right path. Just stick to it.

If, on the other hand, you’ve yet to implement these types of email marketing best practices, now is most definitely the time because you do face the email Catch 22. If you haven’t been engaging your subscribers, then your email deliverability rate might already be less than it could be, which means you have less opportunity to engage because you’re not getting into as many inboxes as you used to. So act now to be a better marketer.

Engagement = deliverability = engagement. You have to engage to deliver, but you have to deliver to engage.

Need help? Call on ClickMail.

About Marco Marini

Marco Marini has been at the forefront of email marketing since its inception as a channel. Prior to co-founding ClickMail, Marco developed pioneering email campaigns for CyberSource, eHealthInsurance, DoveBid and IBM Canada while holding key marketing roles in those organizations. Through his experience on both sides of the email marketing table--client and agency--Marco has developed significant expertise in using email to its full potential to generate substantial return on investment for marketers, management and investors. As CEO at ClickMail, Marco’s main focus is defining the company’s strategy. However, he also spends time advising clients on how to leverage enterprise-level ESP technology as a primary engine for business growth. His expertise in every aspect of email enables Marco to guide clients and ClickMail’s internal teams to develop sophisticated campaigns that employ best-in-class strategies, overcome technical hurdles, and meet business objectives. Marco was born in Canada and grew up in Italy. He and his wife are the parents of four children. He is active in the Silicon Valley Italian Executives Council and is on the Northern California board of Stop Hunger Now.

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