Email Marketing: Reclaiming Lost Territory

The statistics you receive on your email marketing1. Too many marketers continue to miss out on
campaigns can be a bit deceiving. The numbers ofdeliverability "easy wins." The number of marketers
delivered emails may seem high, but you have toencouraging consumers to add them to their address
remember that some email accounts may view a bulkbooks, which provides marketers with benefits
fed email as spam and send it to a file that is nevercommensurate to Enhanced Whitelisting, remained
visited by the email account holder and is ultimately andunchanged between 2005 and 2006 (43 percent vs.
automatically discarded without the customer even42 percent).
being aware it arrived. The good news is many email2. Relevance rises. The majority of consumers (60
service providers and email marketers are workingpercent, up from 57 percent last year) agreed that the
together to increase email deliverability. Currently theemail communications they receive from companies
figure for non-deliverable emails stands at just overthey do business with are more targeted/relevant than
20%.the communications they received from those same
Your client can help improve that figure if theycompanies last year.
automatically whitelist or approve your email for3. Email's impact on purchasing is felt across channels.
acceptance by their email system. Individual InternetConsumers who receive legitimate email offers are
Service Providers (ISPs) can also be contacted and,more likely to act on them, with 47 percent of
by following their procedures, you may find your emailsrespondents saying they would make a purchase
going to the right email box without being subjected toonline after opening a relevant email and 65 percent
the junk or spam file.indicated they would purchase offline based on the
Because spam has been so prevalent it has taken aemail they received.
significant amount of work to keep email relevant whileEpsilon also indicated consumers are more adept at
making it more difficult for spammers to make emailrecognizing false positives and are much more aware
their playground. This interim period has caused manyon online safety and spyware issues.
recipients to become frustrated with email, but theIt would appear that legitimate email marketers as well
persistent work of many has helped to reclaim thisas the email recipient are willing to work together to
effective communication tool.find the best solution in sending and receiving emails
Consider the following from Epsilon Interactive...that are welcome and informative.