Engagement, ISPs and the EEC

There’s been some controversy over some of the things said by the ISPs at the recent EEC meeting. Different people interpret what was said by the ISPs in different ways. The EEC has set up a webinar for March 17 to clarify and explain what was meant by the ISPs.

Mythbusters: Deliverability vs. Engagement – Part Deux
Join eec MAC Chair Ryan Phelan and Vice-Chair Dennis Dayman as well as the deliverability professionals from AOL, Gmail, Comcast and Outlook.com for a marketer-driven conversation around the hottest topic in years….what does it take to get into and stay the inbox?

I’ll be there. I encourage you to attend as well.

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When the script doesn't work

DJ asks in the comments of Friday’s post:

As Seth said, great reminder. For those that have great processes/channels in place, I’ve found incredible success. However, sometimes I’ve found my answer on Twitter (i.e., @godaddyguy). Also, there have been times where I’ve gone through the script (i.e., shaw.ca) and have never heard back. What then?

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Getting whitelisted by endusers

One of the best ways to ensure mail is delivered to a recipients inbox is to encourage the recipient to add the senders from: address to their address book. In cases where an ISP might otherwise bulk folder the email, they will instead put the email into the inbox.
Senders are changing their practices to get recipients to add from addresses to address books. There are a number of companies reminding users to add addresses on the webpage at the time of signup. Most emails have recommendations in each email. Recently, there have been multiple reports of companies who send specific email campaigns to encourage recipients to whitelist the sender.
Cool Email Idea: Customized Whitelisting Instructions from ReturnPath.
How & Why You Need to be Added to Your Recipient’s Address Book from VerticalResponse.
In addition to the direct benefit to the recipient that whitelists the individual sender, there are some hints that ISPs are looking at individual whitelisting as part of their internal sender reputation scoring.

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