Deliverability: The Silent Killer of Email ROI

The topic of email deliverability certainly isn’t as sexy as the slew of advances in the email space like kinetic design and predictive intelligence. It doesn’t have the “wow” factor among marketers and it doesn’t dazzle subscribers. It simply focuses on getting the message through. That simple fact is what makes deliverability the linchpin of the entire program.

If our messages are not getting in front of the intended audience, every other investment we make into our email program is irrelevant. Crisp design, affinity-based content, comprehensive testing and interactive features will fail to deliver the anticipated results if a substantial portion of messages are landing in the junk folder or are blocked by mailbox providers.

The rest of this post can be viewed on Target Marketing.

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