While most marketers are debating on how to improve their return on investment in the most profitable digital channel, many forget the decisive factor in this equation: Deliverability. No email marketing program can be successful if the campaigns do not reach the inbox.
This has been dynamically evolving over the years, going through progressive algorithms changes that ISPs (Internet Services Providers) determine on a daily basis.
A decade ago, the emphasis used to be on the subjects, and we saw how those campaigns that contained suspicious keywords could be filtered.
Nowadays, those filters have greatly progressed, taking into account two deciding factors that define the likelihood of inbox delivery: Domain Authenticacion and Sustainable Metrics.
Authentication is a key piece of the puzzle in order to achieve ISP’s goal of a greater transparency, granting additional security on the sender’s true origin, thus avoiding fraudulent addresses and “Spoofing”.
The main methods of authentication include the already familiar SPF and Domain Keys, as well as the newly added Dmarc, which gives users more control on how they want to manage unauthenticated mailing.
On the other hand, metrics analysis focuses mainly on three crucial statistics: Open rate, Bounce rate and Spam complaints. Do not confuse the latter with messages that are received in junk folder, as we are only referring to the ones that the recipient himself marks as undesirable.
The specificity sought by ISP’s now drifts into stricter and higher quality ratios, as shown by the requested increase in open rates and the sanctions applied to exceeding amounts on the other two variables.
ESP’s with automatic triggers offer a real possibility of rising engagement through the widely recognized effectiveness and superiority of automatic programs versus manual ones.
Therefore, the industry gets closer to (finally!) achieving a change of mentality in companies’ marketing managers, clarifying that a relevant and segmented communication according to their own subscriber’s elections (be it by filling a preference center form, a survey or interacting with the campaigns) is much more valuable than the old school argument of “sending everything to everyone” with the sole purpose of obtaining a higher pecuniary return at the risk of endangering their digital communications.