LeadSpend's Swerdloff Weighs In On Email Deliverability
LeadSpend CEO Craig Swerdloff wrote a blog post on his appearance on an Engagement Vs. Deliverability panel Tuesday at the MediaPost Email Insider Summit. Here is an excerpt:
"There is near universal agreement that the following factors play a role in the ISPs' determination of your sender reputation, deliverability, and Inbox Placement Rate:
- Engagement (clicks, opens, "Not Spam", etc.)
- Hard Bounces
- Spam Traps
We know for certain that your sender reputation and deliverability can be almost perfect if you minimize numbers 2, 3, and 4. What we do not know is how much number 1 (engagement) plays a role, and what metrics marketers should be striving to achieve. Unfortunately, yesterday we failed to provide a legitimate answer to that question.
It seems that even the best and brightest email marketers know very little about the role that engagement plays in determining sender reputation and Inbox Placement Rate. We know for certain that engagement plays a role in getting mail moved from the Spam folder back into the Inbox. What we do not know is what types of engagement matter, or how much engagement is considered appropriate.
It is the lack of solid information here that leads marketers to make irrational decisions, such as throwing away a perfectly valid email address that is not engaging regularly. In my next post I will provide a list of five things you can do to improve deliverability before throwing away inactive email addresses.
His blog can be found at LeadSpend.com. He referenced the chance to watch Summit panel videos online. They can be found at http://www.ustream.tv/channel/email-insider-summit.