You have no choice. You must take email delivery problems seriously. Very seriously. Why? Because every percentage point of improvement in your email deliverability is a potential improvement in your email marketing ROI. You might think there’s no real difference between an 81.5% email delivery rate and an 82% email delivery rate. Not really, you say, that’s such an insignificant number. But if half a percentage point equals 1,000 more inboxes, and you have a conversion […]

Among your email deliverability best practices, be sure to include content. I don’t mean the “buy now” content. I mean content with a little meat to it… Your emails are intended to generate money for your company, right? That’s the end goal of your department: generating email marketing ROI. But you can’t only and always sell. You’ll wear out your welcome in the email inbox sooner rather than later if that’s the approach you take. And […]

You do more harm than good when you send to a bad email address. So, again, don’t get caught up in the quantity over quality mentality of in-house email lists. That quantity could come back to haunt you and make your precious list worth about, oh, nothing. And “nothing” isn’t any kind of quantity at all! Here’s the deal: You only get email marketing ROI when you a) get your email into an inbox, b) get […]