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Three pillars of successful email deliverability: Ensuring safe arrival and optimum placement in the inbox

With only 76.5 percent of emails reaching inboxes[1], deliverability is assuming increasing importance. Marketers are fiercely vying for consumers’ attention, while Internet service providers (ISPs) and customers are becoming more empowered to take control of inboxes and discard or block all but the most relevant messages.

To stay ahead of the curve, marketers need to understand email deliverability best practices to proactively ensure their messages hit the top of the inbox and avoid the junk folders. While there are many elements marketers must take into account in delivering effective email marketing campaigns, this paper focuses on the three core pillars of successful deliverability:

  1. Data integrity
  2. Relevance
  3. Reputation

Each of these pillars requires brands to measure, segment and respond appropriately to their customers. In doing so, marketers can ensure that their emails arrive at the top of customers’ inboxes, every time.

[1]Return Path, The Global Email Deliverability Benchmark Report, 2H 2011

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