| The statistics you receive on your email marketing | | | | 1. Too many marketers continue to miss out on |
| campaigns can be a bit deceiving. The numbers of | | | | deliverability "easy wins." The number of marketers |
| delivered emails may seem high, but you have to | | | | encouraging consumers to add them to their address |
| remember that some email accounts may view a bulk | | | | books, which provides marketers with benefits |
| fed email as spam and send it to a file that is never | | | | commensurate to Enhanced Whitelisting, remained |
| visited by the email account holder and is ultimately and | | | | unchanged between 2005 and 2006 (43 percent vs. |
| automatically discarded without the customer even | | | | 42 percent). |
| being aware it arrived. The good news is many email | | | | 2. Relevance rises. The majority of consumers (60 |
| service providers and email marketers are working | | | | percent, up from 57 percent last year) agreed that the |
| together to increase email deliverability. Currently the | | | | email communications they receive from companies |
| figure for non-deliverable emails stands at just over | | | | they do business with are more targeted/relevant than |
| 20%. | | | | the communications they received from those same |
| Your client can help improve that figure if they | | | | companies last year. |
| automatically whitelist or approve your email for | | | | 3. Email's impact on purchasing is felt across channels. |
| acceptance by their email system. Individual Internet | | | | Consumers 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 emails | | | | respondents saying they would make a purchase |
| going to the right email box without being subjected to | | | | online 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 a | | | | email they received. |
| significant amount of work to keep email relevant while | | | | Epsilon also indicated consumers are more adept at |
| making it more difficult for spammers to make email | | | | recognizing false positives and are much more aware |
| their playground. This interim period has caused many | | | | on online safety and spyware issues. |
| recipients to become frustrated with email, but the | | | | It would appear that legitimate email marketers as well |
| persistent work of many has helped to reclaim this | | | | as 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. |