Deliverability- Making it into the inbox

 
"Of the 8 billion emails Hotmail receives each month, 5.5 billion are blocked at the gateway and another 1 billion are marked as junk." -Strongmail 12/2010


 Staggering to think that 75% of the email you send to Hotmail users is potentially never being seen. Deliverability is a tough game to play. Marketers are chasing a moving target as ESP's constantly update their algorithms to keep up with the increasing amount of Spam.

How do I make sure my legit bulk email gets delivered?
You must practice good list hygiene by managing bounces, opt outs, and spam reports on an ongoing basis. Your hygiene efforts should include measures to allow you to look at the members who are inactive after more than a year. Clean, maintain, and always strive to send timely, relevant email- that's how to ensure your future deliverability. 

According to marketers, list dormancy and junk placements are only getting worse! 

Did you know on average, 20% of all the email you send winds up undelivered? That's mostly because 4% of it goes into the junk folder and 16% is "missing" or rejected/blocked by the ISP's.

The future of email deliverability is = SENDER REPUTATION.
  
What's that? It's your reputation as an email sending vendor that is effected by:

• What you send
• How often you send
• How many you send to
• Whether or not subscribers are opening, clicks, deleting, reporting as spam to your messages
• What you use as your sending domain
• Your sending IP address

There are 4 items you can control that effect your deliverability:

1. List Hygiene
2. Spam Complaints
3. Relevant Content
4. Sender Historical Performance 

Think like your subscribers and make sure your emails are:
 Targeted / Relevant / Anticipated