Last Friday I posted on Forrester’s latest ESP report from a vendor point-of-view. Here is some more from an email marketer viewpoint.
Forrester Research confirms in the ESP report that there is a renewed focus on email marketing. There are two reasons for that.
First, the “soft economy” this year and second, the “maturation of the email marketer”. I guess that by maturation they don’t mean we’re getting old but more skilled.
Emails, even with valid email addresses, often never reach the recipient’s inbox. Deliverability is a big issue for most email marketers. The percentage of emails that get stuck in spam filters, the filters of ISPs and other filters, varies.
It depends of the quality of your email list, the number of email adresses and several other factors.
According to an older study by Assurance Systems, on average 15% of all emails with a valid email address never reach the recipient. Knowing that every year more emails are sent, the struggle to reach the inbox becomes tougher.