Email deliverability issues hurting consumer interaction

Email is still the top communication channel for marketers. Today, 97 percent of marketers collect email addresses through a variety of channels. However, marketers are facing many challenges in their ability to connect with consumers.

One major problem is email deliverability. This is defined as any issue which stops your emails from arriving in your recipient’s inbox. Despite significant effort placed on well-crafted and strategically designed campaigns, many marketers still struggle to reach the consumers’ inbox.

According to a recent Experian Data Quality study, 66 percent of companies have experienced email deliverability issues in the last 12 months. These issues have resulted in an inability to communicate with subscribers, but have also led to poor customer service.

Many deliverability issues result in poor sender reputation. Internet Service Providers (ISPs) all calculate sender reputation differently, which is why addressing underlying factors is so important. The top issues related to sender reputation include spam trap hits, high bounce rates and email complaints.

The cause of these deliverability issues will vary by organization; however, much stems from poor email list hygiene and email database management.

List hygiene is often a forgotten component of an email marketing strategy and is frequently only addressed after deliverability issues have started. However, a high level of inaccurate data is causing marketers to lose the ability to communicate with consumers in their top digital channel.

Currently, 88 percent of organizations manage their email database in some fashion. However, the techniques used are not sophisticated, which results in a negative sender reputation. This is occurring for two main reasons.

First, there is a relatively low adoption rate for following CAN-SPAM requirements for unsubscribe and removing hard bounces from an email database. These are two basic techniques that can be instrumental in maintaining a positive sender reputation. If unchecked, these areas could expose marketers to unnecessary complaints or high bounce rates.

Second, very few marketers are using confirmed opt-in, a confirmation method where an email is sent after sign-up that contains a link to unsubscribe. Additionally, few marketers are using double opt-in, a method where someone must click on a confirmation email before they are added to your list.

While these methods do affect the volume of emails that are added to the database, they ensure that only subscribers who provide accurate data and want to be sent email marketing messages receive communications. This reduces the likelihood of a high bounce rate, minimizes the risk of complaints and increases the likelihood of user engagement.

It is extremely important for marketers to maintain a strong email list quality. If email deliverability problems develop, marketers could be left unable to send messages through this valuable and preferred communication channel. Take basic steps to ensure that all email addresses are valid and use best practices when collecting new email addresses.

To learn more about the new Experian Data Quality study, download The dark side of email deliverability and check out the infographic below.


Source: Experian Data Quality report, The dark side of email deliverability