Top 15 deliverability tactics email marketers use today

By Miles Date on March 26, 2013 in Deliverability research and stats

Marketers have many ways to influence and actively work on improving their deliverability. But which tactics do they really use? In their yearly Email Marketing Benchmark report Marketingsherpa asked which Email deliverability tactics organizations use to improve deliverability rates.

Email marketers deliverability tactics marketingsherpaQ: Which of the following tactics is your organization using to improve email deliverability rates? Select all that apply.

See a full size version of this chart

There  are many ways a marketer can actively work on improving his deliverability. Some are more widespread and well known than others.

In their Email Marketing Benchmark report, Marketingsherpa asks which Email deliverability tactics organizations use to improve deliverability rates. With many of the options being email sending best practices.

Easy Unsubscribe as top deliverability tactic

62% of surveyed email marketers provide an easy unsubscribe process, which makes it the top chosen tactic in this list. Providing an easy unsubscribe process reduces the number of spam complaints and should at the same time influence the brand image / customer experience. The second third and fourth on the list concern list hygiene:  With 51% saying they measure and remove hard bounces and 41% cleaning their lists regularly. Similarly 39% remove inactive subscribers.

The big follow up question is: If only 62% of email marketers employ an easy unsubscribe, does this mean that 38% does not? 

Most marketeers don’t send permission based

According to the research, 39% of email senders take a strong permission-only stance, for that group has an email list comprised out of purely opt-in email addresses.  Although not legally required by the US CAN-SPAM law, requesting permission to send is required in many other parts of the world and seen as a deliverability best practice.  It seems remarkable that from this survey only 21% authenticate their email using SPF, sender ID or DKIM but almost the same percentage asks for whitelisting.

17% launches re-engagement or reactivation campaigns and 7% sends a repermission emails — asking people on the list if they still want to keep  receiving email messages from the sender. This tactic is most often used to  re-engage with dormant subscribers.

About the Author

Miles DateView all posts by Miles Date
After an education in Marketing & Entertainment, Miles Date has been involved in the creation of several online media, copywriting and marketing projects. He has over 8 years of email marketing experience and immersed himself into deliverability since 2011.
  • Pete Austin

    I find that chart is unreadable, because the original has a very small font and then you’ve scaled it to a bit less than 50% in each direction. Why? If you have to scale a chart, it really helps if you make clicking display the image at its original size. Also, while I’m on the subject of readability, the font used for h2 text is dreadful.

    • Miles Date

      Hi Pete, thanks for the comment. I added a link to the full-size version of the chart.

  • Pete Austin

    But the content is interesting. Seems that no marketers send transactional emails, or real-time activity-related emails, despite the fact that these get very high open rates and hence improve engagement and overall deliverability. Also nobody partitions their lists between active and lapsed subscribers. Is this an artifact of the questions asked?

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