The latest executive briefing from email marketing firm ExactTarget aims to provide marketers with new insights into how good privacy practices and consumer permission can boost email marketing delivery rates and campaign effectiveness.
With insights drawn from eleven marketing industry experts from companies such as Yahoo! Mail, Earthlink, McAfee and the Online Trust Alliance, the briefing comprises a collection of discourses identifying email privacy and permission best practices.
With as much as 20% of all email now being blocked as possible 'spam' by internet service providers (ISPs), it is clear that e-marketers need to take urgent steps to make subscriber permission the basis of their marketing campaigns.
According to Chip House, ExactTarget's senior director of industry and relationship marketing, "Consumers are increasingly cautious online, and they really dislike unsolicited email. They therefore expect marketers to either deliver compelling content or face being ignored or, worse still, reported as spammers."
The briefing, entitled 'Letters to the C-Suite: Getting Serious About Permission and Deliverability', offers a a number of practical ideas and guidelines demonstrating how to increase email delivery rates, as well as offering insights into the latest trends affecting email marketing.
Key topics covered in the briefing include:
- The affect of customer clicks and opens on overall email delivery;
- How shedding inactive customers from an email list can increase programme effectiveness;
- Why, despite being counter-intuitive to some marketers, making it easy to unsubscribe from an email list is just as important as attracting new customers.
"The first thing that email marketers must understand is that it is the recipients who have the real power," explained Geralmy Swint, senior network abuse engineer for Earthlink. "Internet service providers listen to their customers regarding spam complaints, and customers act as 'eyes and ears' for their ISPs. Most customers' expectation is that the click of a 'report spam' button should keep them from receiving unwanted mail."
The briefing has been made available for free download from ExactTarget's web site - click here (free registration required).