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Understanding Email Deliverability: Key Factors & Key Issues [with on ...
blogs.oracle.com
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Daniel DenewethHead of Email Deliverability Services, Oracle Digital Experience Agency “Many marketers don’t give email deliverability much attention—that is, until they have a crisis on their hands that’s tanking their email marketing results.” Across the email marketing industry, deliverability rates average 85%, according to Validity. However, the Oracle Digital Experience Agency clients who work with our Email Deliverability Services team have an average deliverability rate of 97%. For an email marketing program that generates $10 million in revenue annually, boosting its deliverability rate from 85% to 97% can mean up to $1.4 million in additional revenue.
Daniel DenewethHead of Email Deliverability Services, Oracle Digital Experience Agency “Still others have simply accepted their average or even below-average inbox placement rates because they think it’s normal or feel they can’t change it.” Across the email marketing industry, deliverability rates average 85%, according to Validity. However, the Oracle Digital Experience Agency clients who work with our Email Deliverability Services team have an average deliverability rate of 97%. For an email marketing program that generates $10 million in revenue annually, boosting its deliverability rate from 85% to 97% can mean up to $1.4 million in additional revenue.
How Email Deliverability Has Changed over Time “While your sending infrastructure and email volume management have been steady in their importance since the passage of the CAN-SPAM Act in 2003, other factors have varied wildly, based on the experiences and observations of our Email Deliverability Services team over time.” For example, your email content used to be incredibly important, particularly the text of your email. Although lists of spammy words are still circulated online, word choices have become largely irrelevant and content in general much less important. Today, it’s the coding of your emails and the reputations of the URLs you link to that are impactful.