Email Deliverability Issues Cause Financial Pain, Marketers Say

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: 

  • High bounces — 20%
  • IP address reputation — 18% 
  • Low reader engagement/spam complaints — 18% 
  • Being blacklisted — 17%

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.”


1 comment about "Email Deliverability Issues Cause Financial Pain, Marketers Say".
Check to receive email when comments are posted.
  1. John Grono from GAP Research, June 4, 2020 at 6:28 p.m.

    Of the four factors listed, they should be well within the marketers domain to either control or influence.

    High bounce rates mean that yiou are either not maintaining the email list, or sourcing email addresses from entities who don't maintain them well enough.   If the marketer maintains a list of dubious IP address reputations - have them filtered out.

    And one wonders why there is low reader engagement or being blacklisted.   Because of 'spray and pray' approaches to email marketing.   The more irrelevancies you spray the more rejection you will get.   Filtering email lists is not difficult.   Doing the hard yards to 'clean-up' the email shot is hard yakka and completely in the marketers wheelhouse.

Next story loading loading..