Engaging emails for better delivery

MessageSystems is sponsoring a webinar hosted by Direct Marketing discussing engagement as part of delivery.

  • What kind of emails ISPs are really watching out for
  • How engaging your customers could impact your deliverability
  • Best practices for email compliance
  • What’s next in the email landscape

The ISP speaker is Matt Moleski, Senior Director of National Customer Security at Comcast. He is sure to be interesting. It’s possible we’ll even hear something different than what we hear from the webmail providers.
 

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Facts about engagement

It is reality that ISPs look at the population of recipients that a mail stream is going to.
It is reality that they evaluate the activity of that population.
It is reality that ISPs treat senders that are sending to a significant number of email addresses that have not been logged into or accessed recently negatively.
If you’re having delivery problems, looking at the recipients and their activity is part of troubleshooting the issue and identifying a path back to the inbox.
You can use web and purchase data as a measurement of engagement IF you have, at some point, directly linked the email address and the user.
If you don’t have something that demonstrates a direct link between the person and the address, then it’s a crapshoot as to whether or not that email address belongs to who you think it belongs to.
Happy Friday everyone. It’s been a week.

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Think you know about deliverability?

Check out the tweets from my AMA webinar sponsored by Message Systems today.
Thanks to the AMA and Message Systems for having me.

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What is an open?

I was having a discussion today with a few industry colleagues about engagement and open rates. It was a good discussion and inspired a couple blog posts. Engagement totally matters, Engagement affects deliverability, and ISPs should be the last of your concerns.
I think they’ve covered the engagement issue pretty well, but what I wanted to talk about was metrics, specifically opens. Open is a fairly simple word, and it’s used in email all the time. Recipients open email. Mailbox providers measure that open. Senders measure that open.
It’s critical to remember, though, that open rates as measured by free mailbox provider and open rates tracked by a sender are not really the same thing. They’re measured in very different ways, and there is not a 1:1 mapping between the two measurements.

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