Email Deliverability, ISPs and List Hygiene

Email Marketing Best Practices, Strategies & Tactics

• Of those surveyed, over 75% of marketers modified their email template to increase email deliverability in 2008. 
   
• 30% of practicing marketers don’t take the time to figure out their actual rate of email delivery.  
   
• Of the email recipients surveyed, over 65% of them had reported email received as spam to their email ISP. Of those, 53% reported the email as spam because they did not sign up for the communication. 
   
• Over 47% of email subscribers surveyed will check their spam or junk email folder when they are missing an email they signed up for. 
   
• Over half of email subscribers are comfortable letting their ISP decide what Spam is for them rather than reviewing all of their email and deciding for themselves. 
   
• 12% of practicing marketers have no idea how to characterize their organization’s precise definition of email delivery.
   
  – Source: MarketingSherpa. “Email Marketing Benchmark Guide.” 2008. www.marketingsherpa.com.
  
   
• The second-quarter email deliverability survey by Lyris shows AIM.com scored the highest in delivering permission email to the inbox rather than the junk folder or blocking it. The top ten ISPs for inbox placement scored about 80% but not all of the market-leading email handlers and email hosting service providers made the list.

• Although general email delivery rates have edged up over the years, just over two of five marketers are seeing unacceptably low delivery rates, defined as below 80%.
  – Source: Internet Retailer Magazine. “Survey Report on Email Marketing.” 2007. www.internetretailer.com

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