Do you reach the inbox?

Deliverability is the level of success you have achieved in getting in to your recipients inbox.

There are a number of reasons why this is becoming more challenging – not least the prolific amount of spam sent on a daily basis from people pretending to be our trusted brands or those who are just bombarding us with irrelevant communications or have bought our email address on a list. Our email providers have to filter all that out whilst letting the emails we think we want in.

A quick check of your own junk box will tell you how hard it is to get in to the inbox as surely amongst the genuine junk are some emails from trusted retailers you actually like to visit, or useful information you’d like to read.

So as an emailer what can you do to improve your chances?

• Start with making sure your IP has been set up so people know you are who you say you are
• Set and Manage expectations with recipients, sending regular emails that are relevant and encourage interaction
• Monitor email behaviour, segment and respond accordingly,