| The statistics you receive on your email | | | | 1. Too many marketers continue to miss out on |
| marketing campaigns can be a bit deceiving. | | | | deliverability "easy wins." The number of |
| The numbers of delivered emails may seem | | | | marketers encouraging consumers to add them |
| high, but you have to remember that some | | | | to their address books, which provides |
| email accounts may view a bulk fed email as | | | | marketers with benefits commensurate to |
| spam and send it to a file that is never | | | | Enhanced Whitelisting, remained unchanged |
| visited by the email account holder and is | | | | between 2005 and 2006 (43 percent vs. 42 |
| ultimately and automatically discarded | | | | percent). |
| without the customer even being aware it | | | | |
| arrived. The good news is many email service | | | | 2. Relevance rises. The majority of consumers |
| providers and email marketers are working | | | | (60 percent, up from 57 percent last year) |
| together to increase email deliverability. | | | | agreed that the email communications they |
| Currently the figure for non-deliverable | | | | receive from companies they do business with |
| emails stands at just over 20%. | | | | are more targeted/relevant than the |
| | | | communications they received from those same |
| Your client can help improve that figure if | | | | companies last year. |
| they automatically whitelist or approve your | | | | |
| email for acceptance by their email system. | | | | 3. Email's impact on purchasing is felt |
| Individual Internet Service Providers (ISPs) | | | | across channels. Consumers who receive |
| can also be contacted and, by following their | | | | legitimate email offers are more likely to |
| procedures, you may find your emails going to | | | | act on them, with 47 percent of respondents |
| the right email box without being subjected | | | | saying they would make a purchase online |
| to the junk or spam file. | | | | after opening a relevant email and 65 percent |
| | | | indicated they would purchase offline based |
| Because spam has been so prevalent it has | | | | on the email they received. |
| taken a significant amount of work to keep | | | | |
| email relevant while making it more difficult | | | | Epsilon also indicated consumers are more |
| for spammers to make email their playground. | | | | adept at recognizing false positives and are |
| This interim period has caused many | | | | much more aware on online safety and spyware |
| recipients to become frustrated with email, | | | | issues. |
| but the persistent work of many has helped to | | | | |
| reclaim this effective communication tool. | | | | It would appear that legitimate email |
| | | | marketers as well as the email recipient are |
| Consider the following from Epsilon | | | | willing to work together to find the best |
| Interactive... | | | | solution in sending and receiving emails that |
| | | | are welcome and informative. |