Deliverability is overwhelmingly the greatest email marketing challenge. What can you do to make sure your marketing campaigns avoid the obstacles and get delivered for the highest possible ROI?
The major obstacles to email deliverability are lack of consumer trust in email, ISP blocking and emerging authentication standards. Consumer trust in email is under assault on two fronts:
1) Trustworthiness: Can I trust that this email is coming from whom it claims to be coming from?
2) Reliability: Can email be relied upon to deliver the communications I want, need and expect to receive?
How can we make email safe and trusted again?
Bringing Trust Back to Email
Underhanded tactics such as spoofing and phishing, as well as the larger spam problem, are the reasons for people not trusting unknown email and ISPs being forced to beef up their filtering process.
Many ISPs are adopting authentication standards such as Microsoft's Sender ID and Yahoo DomainKeys. These technologies provide a way to verify that an email server is authorized to send email for the sender's domain. Legitimate senders need to comply with these standards to ensure their mail gets through and that images and links are displayed properly. In fact, Microsoft recently announced plans to activate a user interface warning customers of mail that does not comply with the Sender ID standard.
Joshua Baer is the founder and CEO of SKYLIST (www.skylist.com).