| Email Deliverability 2010: Engagement, Engagement, Engagement |
 Now that we are in the last quarter of 2009, let’s take a moment to look ahead to the future. How will the email deliverability landscape change by Q4 2010, and what impact will these changes have on your email marketing efforts?
Not just the delivering of the message to the inbox is important now, but how your subscribers actually interact with your email marketing communications (i.e. opening, clicking, reporting spam, etc.) is going to have an even bigger impact on your email deliverability and responsibilities. While engagement is not necessarily a new concept in deliverability, it is going to play a more prominent role in assessing the placement of your email. In a recent article on this subject, George Bilbrey of Return Path does a great job summarizing which engagement metrics are most important. So where does that leave you looking ahead to next year? The good news is that as this space evolves we will continue to communicate these changes to you. And remember: even as the rules of email deliverability evolve, the principles of one-to-one messaging still apply. So as you fight for the attention, and conversion, of your subscribers whether it is in the email channel or the social inbox, one thing remains the same: the key to successful placement of your message is to ensure that every message you send is a wanted message by your customer. ### About The AuthorDavid Fowler is the director of email strategy, deliverability and privacy compliance for Lyris. He consults with email marketers to help them get better results from their email programs. Related Resources:
|
