There are no fewer than 20 hurdles standing between the "send" button and your recipients’ inboxes.
Years ago, the email delivery chain had just a few links. You loaded your email and hit "send." After a couple handoffs, the message arrived in your recipient’s inbox the way you sent it.
Today, that chain has many more links. Some block your email, others help it along. Deliverability has become a big issue for many email senders. It even spawned this column.
How concerned are you? Are you trying to improve your email program’s delivery rates, or are you happy with current results? We’re developing an industry-wide study on email deliverability, and we want your views. Please answer our quick survey.
Meanwhile, here’s how the delivery chain has lengthened over the years, along with the trouble each new link can cause.
Future columns will outline strategies and steps to address all these links in the email delivery chain. In the meantime, please take our brief survey on email deliverability issues. Results will be announced in a future column.
Thanks, and keep on deliverin’!
Want more email marketing information? ClickZ E-Mail Reference is an archive of all our email columns, organized by topic.
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As director of ISP relations and delivery, Kirill Popov creates and enforces strict usage and anti-spam policies, maintains ISP and community relations, and oversees all abuse and policy investigations and inquiries for EmailLabs clients. Kirill works with clients on best practices, content, design, and list hygiene to minimize potential delivery issues. He's a registered member of the SpamCon foundation and representsEmailLabs on AIM's Council for Responsible E-Mail.
Loren McDonald is vice president of marketing at e-mail marketing automation company EmailLabs, overseeing corporate marketing activities and client consulting services. He has 20 years experience in marketing, consulting and strategic planning. Earlier, Loren was founder and president of Intevation, an e-marketing services firm specializing in e-mail and SEM. He's held executive marketing positions at companies including USWeb/CKS (marchFIRST), NetStruxr, and Arthur Andersen.
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