Deliverability is more than just a challenge for your email system.  Many of the different applications an online marketer uses can be optimized to improve email deliverability including Pay-Per-Click (PPC) Bid Management, Web Analytics and Content Management.

Let’s discuss PPC Bid Management first.  Typically, when calculating conversion ROI from a PPC campaign you implement budgeting controls within the Bid Management system.  In this system, a PPC cost is assigned to acquiring a lead (e.g. email address), and the value of the lead is defined in dollars.  A source or tracking code matched to the email address is also used to indicate which PPC campaign generated the lead. 

By taking this source code from your bid management system to your email delivery system you can measure how the email address you acquired from a particular PPC campaign contributes to deliverability.  If an email address bounces or complains (e.g. hits the SPAM button) then the associated cost can be attached to the PPC campaign.  Or you can lower the value of the lead.

By integrating your bid management and email sending software this way you can track which PPC campaigns bring you quality email addresses and determine their deliverability cost.

In my next post I’ll talk more about different ways I’ve seen senders assign deliverability cost to PPC campaigns and adjust the value of leads based on deliverability performance.

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