E-mail marketing solutions supplier, Campaigner, has recently announced the availability of the “Demystifying Email Deliverability” which has been researched by well known industry analyst firm Aberdeen (News - Alert) Group. The report explores the drivers that influence e-mail deliverability, internal adherence to legislation like CAN-SPAM, e-mail authentication, email origination, the theory of blacklist and whitelist and anti spam steps taken.

The report reveals that the most popular email marketing companies, who are proactive and consistently try to cater to every change in consumer trend by a process of segregating email messages accomplish an average email deliverability rate of 90.2 percent. These top email marketing companies account for more than 20 percent of all businesses which use email as a medium to promote goods and services and they have improved by over 9 percent in email deliverability, vis-à-vis the previous period. Industry average players did not witness any improvement in deliverability credentials over the same period.

 The report also tries to classify the challenges which email marketing companies must circumvent to achieve desired results in outbound email marketing campaigns. It recognizes various parameters required to accomplish a successful email marketing campaign by a top quality email marketer, like segmentation, personalization, ironing out redundancies in email lists and other add-on initiatives.

 Another key factor which determines to a very large extent the success or failure of deliverability results is the integrity and best practices policies which are followed by the company’s selected email service provider (ESP). An overwhelming 76 percent of enterprise grade e-mail marketing companies depend on ESPs for solutions that influence deliverability like email certification and deliverability tracking. Ian Michiels, Research Director and Practice Leader for Customer Management Technology at Aberdeen, elaborates, ““Email deliverability rates move hand-in-hand with superior email open rates, click-through rates and revenue growth. Using an email service provider that monitors deliverability factors such as reputation, legal compliance, anti-spam filters and IT protocols can help companies achieve top email marketing performance.”

Campaigner strongly believes that its goal is to enable businesses of varied sizes to enhance their email marketing initiatives through this report. The report has, in a way, tried to lay out a best practices outline for email marketers by analyzing the various drivers behind optimal email deliverability.

The report is currently available with Campaigner and can be downloaded from their site online free of cost.