There has been recent discussion about the increasing use of engagement data as a component of email deliverability. In fact, referring to tactics being used by Yahoo, Return Path stated, “the company warned that as it improves its ability to analyze behavior to determine what users want delivered to their inboxes, some senders – even responsible mailers – may face deliverability challenges.”
Additionally, with rising popularity of mobile email (according to Return Path stats from 2011, 16% of emails are opened on mobile devices), we don’t expect the topic of deliverability to fade away any time soon. So, let’s take a look at email deliverability as an increasing business issue with significant revenue implications.
When considering the email marketing funnel, deliverability determines the number of messages received, which in turn impacts each subsequent stage of the funnel. Fewer emails received results in fewer opens, fewer clicks, and fewer conversions. For companies with a large database, the difference between average and great deliverability could literally mean hundreds of thousands to millions of dollars in revenues.
Email deliverability refers to the set of characteristics that determine a message’s ability to reach its destination, via a personal e-mail address, within a short time, and with... Read more
Tagged 'conversational marketing' 
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