With marketing campaigns being re-evaluated as the economy sours, return on investment is at the forefront of every marketers’ mind. In a bid to fight the recession, marketers have to provide a leaner service.
Although email marketing is the most cost effective marketing medium, including other digital marketing channels, many email marketers are still losing thousands of pounds of investment. According to our latest annual Email Census, for the 20% of marketers that actually monitored what percentage of their email budget is lost through non-delivery, on average, 10% was wasted because the emails failed to be delivered.
It is worrying that the clear majority of marketers are still failing to get to grips with the issue of deliverability. At Adestra, we believe that knowing whether your email arrives in the inbox and how to improve the delivery rate are a crucial element of any marketers’ email campaign. To ensure our clients are offered the most comprehensive and detailed analysis on email deliverability, we have recently partnered with Return Path, the world’s leading email deliverability service provider.
This partnership means that Adestra is the only European headquartered Email Service Provider (ESP) that is fully seeding all outbound email campaigns on behalf of our clients. This will determine whether the messages at 137 worldwide ISPs have reached the inbox, bulk folder or are being blocked outright. This access to advanced real time analysis on deliverability will enable marketers and our staff to quickly isolate problems and understand where to make changes in order to improve the effectiveness of their campaign. Therefore our clients can identify how to significantly reduce failed delivery rate and the resulting budget loss before send, not after.
In addition to using tools such as ReturnPath’s technology, marketers should work with their ESP to build their deliverability reputation, by assessing content, both the copy and the HTML code, to minimise the risk of junking, as well as testing email designs to ensure it suits all major email programs.
However, whilst having the insight and opportunity to diagnose and prevent email deliverability problems is vital, ultimately the quality of the database has to be accurate for these benefits to be realised. To improve the success rate, customers should be requested to confirm their identity. The database then needs to be periodically cleaned and updated.
Under a backdrop of austerity, accountable marketing is more essential than ever. Although emails are widely known to be the most cost effective marketing channel, it is evident from our research that there is an urgency to improve delivery rates, as users report significant budget loss. ESPs that utilise the latest and most comprehensive deliverability tools will be able save marketers thousands of pounds, as failed delivery rates become a thing of the past.
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