News and tips from the industry leaders in email compliance.

By Tom Wozniak, Head of Marketing – published on Forbes on 10/4/22

In email marketing, you can write the most compelling copy, include an impossible-to-resist offer, create an attention-grabbing call to action, and still have the campaign fail to drive results. What’s one reason why? A low percentage of your recipients actually see the email. Before anyone can react to all that amazing email content, the email first needs to reach their inbox. So, if your campaign deliverability is subpar, your performance will likely struggle.

This is why the marketing discipline of email deliverability has become so popular and important. There is a strong argument that deliverability (or inboxing) is the most important aspect of any email campaign. The rationale is that even poor email marketing content can drive some results, as long as recipients actually get the email.

Today, reaching the inbox is arguably harder than ever before. Email platforms and inbox providers have become adept at identifying incoming email messages and quickly determining whether they should be delivered to the user’s primary inbox, a subsidiary folder (like Google’s Social or Promotions tabs) or the Spam folder, or whether they should simply not be delivered at all. Clearly, the goal is to make it to the primary inbox or at least the Promotions folder. Hitting too many recipient Spam folders makes driving effective results from a campaign extremely difficult.

In this article, I won’t get into the myriad reasons why an email might not make it to the inbox, but instead, I want to focus on three practices that could improve your chances of having your email campaigns delivered successfully to a larger percentage of your recipients.

Regularly Cleanse Your Email List

One of the easiest tactics for improving your campaign deliverability is to practice good email hygiene. Two key terms here are “email validation” and “verification.” You might find them used interchangeably. But, they typically refer to two slightly different processes used for identifying email addresses that should be removed from your mailing list.

Read the rest at Forbes.

Tom Wozniak heads up Marketing and Communications for OPTIZMO Technologies.

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