As the number of per month e-mail campaigns grows, marketers face deliverability fears.
Deliverability is the top concern for 68 percent of IT and email marketers according to an online survey conducted by Socketware.
E-mail campaigns have increased in the past year, with 84.6 percent of respondents upping volume in that period. HTML is overwhelmingly rated as receiving a higher click-through rate (84.6 percent) than is text-based email (3.8 percent).
Deliverability concerns center on a few key barriers. Biggest are email filters (92.3 percent); ISP Blocking (73.1 percent); blacklisting (69.2 percent); commercial email laws (65.4 percent); whitelisting (57.7 percent); authentication (38.5 percent); accreditation and reputation services (30.8 percent); and feedback loop processing (26.9 percent). Only 3.8 percent of respondents say they're unconcerned with deliverability.
|E-Mail Deliverability Concerns (%)|
|Commercial email laws||65.4|
|Accredation and reputation services||30.8|
|Feedback loop processing||26.9|
|Not concered with deliverability||3.8|
|Note: Respondents checked multiple answers.|
|Source: Socketware, 2005|
"Best practices are the cornerstone of all email delivery efforts," said Michael Pridemore, CEO, Socketware. "But beyond best practices for creating a campaign, legitimate marketers are learning to test against different types of filters and partner with companies that maintain relationships with ISPs."
Respondents to this survey have numerous email campaigns per month. Almost 40 percent of those surveyed send over 100 mailings per month. About 20 percent send fewer than 10 mailings in a given month.
Socketware polled its clients on their use of email marketing, views of the industry and email marketing concerns. Questions focused on deliverability, spam filters, whitelisting, blacklisting and commercial email legislation.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! (August 10-12) Educating marketers for over 15 years, we return to San Francisco this August with our action-packed, educationally-focused agenda that will cover every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.