Sure, getting there can be half the fun. But for a marketer, if an e-mail doesn't complete the journey to its desired recipient it's no fun at all.

At Direct's annual e-mail marketing roundtable last month, deliverability was a major item on the agenda.

“As an e-mail marketer your business relies heavily on getting the mail delivered,” said moderator Geoff Smith, director of e-business development for Primedia Business Magazines & Media, Direct's parent company.

“It's been said that ISPs don't deliver nearly 20% of all opt-in e-mail,” Smith noted. “Considering that the top four domains — AOL, Yahoo!, Hotmail and MSN — make up approximately 50% to 60% of anyone's consumer e-mail database, you can see that a problem with even a few blacklists can send your campaigns into a tailspin.”

E-mail Roundtable: Stand and Deliver Posted by: DTB at 11:47 AM  |  Permalink