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Crucial Email Delivery Information Every Marketer Must Know

If you are an email marketer you would be forgiven for thinking mailbox providers such as Outlook and Gmail were trying to prevent your messages from reaching the inbox of subscribers. In actual fact, these providers work hard to ensure that only high quality emails make it past their filters.

According to a detailed study by Securelist, in the first quarter of 2015, over 59% of email traffic was deemed to be ‘spam’. While this is a 6% drop when compared to the first quarter of 2014, it still means that 3 out of every 5 email messages is spam! Perhaps unsurprisingly, the U.S was the biggest culprit as it made up over 14% of all unwanted email messages.

Data Decay

This is a huge problem for email marketers as it can play havoc with your deliverability rates. According to some sources, the average email marketing database will decay by over 22% annually. There are a few reasons for this:

  • Your subscribers change their email address as they change companies.
  • The email address you have on record is not the primary address of your subscriber.
  • You end up with unqualified leads that decide to opt-out.

How To Get Your Emails Delivered

First of all, you should be grateful that mailbox providers are trying to tackle the spam problem; fewer messages means lower competition for you as long as your messages are relevant and of high quality. Here are a few quick tips to boost your deliverability rates:

  • Create A Great List: NEVER purchase or rent email lists as they will be laden with outdated emails and/or contacts with no interest in what you have to offer. Instead, build your own by offering incentives and a variety of subscription opportunities. Organically built email lists have far higher open rates and far lower complaint rates.
  • Authentication: High quality email marketing software gives you the option to authenticate your emails; this means ensuring your emails are sent from your own domain as opposed to the generic one offered by the provider. The top mailbox providers take the stance that authenticated domains are typically a sign of a legitimate business sending genuine emails which greatly reduces the chances of your messages ending up in the spam folder.
  • Familiarity: Marketers tend to focus on the ‘To’ name and ignore the importance of including the right ‘From’ name. Use a name that subscribers will recognize; for example, using your own name rather than a bland corporation name should increase open rates.
  • Segmentation: This is essential if you want your emails to end up in the inboxes of subscribers with a real interest in your products and services. So if you are a clothing store sending messages to a female subscriber, it makes sense to contain information about women’s clothing rather than a generic email.

Remember, mailbox providers are trying to prevent spam and are keen to allow high quality emails through. If you focus on quality in terms of content and subscribers, you should have no issues with deliverability whatsoever.


Contact Level, Inc. is a software as a service company providing a relationship management platform to engage your customers, deploy email campaigns, add new leads and increase ROI!

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