A stunning 91% of marketers believe that poor email deliverability has a negative financial effect on their firms. And 8% say the impact is severe.
Those are among the finings of a new study by Validity and the UK’s Data & Marketing Association (DMA).
Of the marketers polled, 16% rate their own best practice knowledge as poor, versus 10% in 2019. But 49% say their team’s knowledge of best practices is good, and 17 rate it as very good.
Marketers face several challenges when it comes to email deliverability, including:
In addition, 40% say that rate compliance with legislation/standards as important, and 38% say it’s what their firms actually do.
“Deliverability is the first step in email’s journey to the consumer’s inbox and it is crucial,” states Tim Bond, head of insight at the DMA. “Mistakes at this early stage may cause significant financial impact -- as over 90% of marketers told us in this survey.”
Guy Hanson, vice president of customer engagement for Validity International adds that deliverability success entails “committing budget and resource if you are going to do it well, and those that do see positive returns from their investment.”