Earning a reputation for deliverability – Database Marketing Magazine
This month Jamie Gledhill, MD at Emailmovers was asked to discuss email deliverability with James Lawson of Database Magazine:
“There’s little point spending time on complex targeting and creative work if emails that are being sent out don’t actually reach the recipients inbox – and despite great advances in many areas of email marketing, the issue of deliverability remains a significant technical challenge.”
The article in Database Marketing magazine quoted Jamie
Database Marketing | Earning a reputation for deliverability | June 2012 | Page 26
“The problems with deliverability come with unsolicited third-party emails,” says Jamie Gledhill, Managing Director of Emailmovers, a b2b email list specialist. “If people aren’t expecting that email, they will hit the spam button or complain.”
Organisations that rely on sending out vast volumes of cold b2c emails, such as affiliate marketers, have the biggest trouble with delivery. “They rely heavily on mass emailing and burn through IP addresses,” says Gledhill.
“Unfortunately good mailers get lost amongst the bad ones. Emails are getting harder to deliver and it’s effectively driving prospecting underground.”