Iterable Beefs Up Email Deliverability With SparkPost Partnership

SparkPost and Iterable announced a partnership on Tuesday that combines SparkPost's email infrastructure with Iterable's growth marketing platform. 

Iterable is now a SparkPost Enterprise customer, and marketers can benefit from new integrated capabilities between the two marketing platforms.

Based in San Francisco, Iterable specializes in cross-channel user engagement. Iterable aims to help B2C marketers determine the best next steps to increase conversion rates, helping communications professionals build segmented audiences and automating touchpoints.

Email generated with Iterable’s drag-and-drop email templates and workflows builder are now sent to subscribers with the reliability of SparkPost’s delivery service. SparkPost’s delivery and engagement metrics are also now natively available on the Iterable platform.

Built on Amazon Web Services (AWS), SparkPost is a cloud-based and API-driven email delivery company that sends over 3 trillion messages a year. SparkPost claims that more than 25% of the world’s non-spam emails are sent from its platform.

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SparkPost and Iterable already have several joint customers that have seen success leveraging both marketing platforms congruently, including Zillow, Ebates and Weiss Research, Inc.

Delivery services like SparkPost have becoming increasingly important for marketers as Email Service Providers (ESPs) beef up their email authentication screening protocols to protect consumers from email-based threats.

Email deliverability rates in the United States have actually been on a steady decline over the past three years, according to annual studies by Return Path, illustrating the need for better email infrastructure services.  

More than a quarter of promotional emails sent in the United States now fail to reach their intended recipient, according to Return Path’s 2016 email deliverability report, with only 73% of promotional emails reaching their intended destination.

Average deliverability rates in the United States have dropped year-over-year for three consecutive years, dropping from a peak of 87% in 2014, 76% in 2015, and 73% in 2016.

The United States now lags behind the global average email deliverability rate of 79%, according to Return Path. 

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