Email marketers lose out on deliverability opportunities

Email marketers are missing some great opportunities to increase their email deliverability, not to mention opens, clicks and conversions, according to a study on email practices by eROI - MarketingCharts writes. For example, about three of four email marketers say they are paying closer attention to subject lines than in the past, and 50 percent are trying to keep them more concise, but only 28 percent say they are actually testing them. The survey, "The Elements of Email," examines various elements of email marketing - including the use of accreditation, authentication, subject-line content, site navigation, and preheaders and footers. It finds that marketers are making adjustments to their email practices to increase user-friendliness and combat image blocking, problems with accreditation, and difficulty with site navigation. Key survey findings:
  • Email headers: Half of marketers say they use their company name in email headers, but less than 20 percent say they use an individual name and about 31 percent say it depends on the campaign:
  • Authentication: About 55 percent of marketers do not know how they authenticate email. Of those who do, Sender ID is used by the majority:
  • Accreditation: About 25 percent of marketers use accreditation services (companies such as Goodmail, Habeas, and Sender Score Certified) to help them avoid blacklists. This number is growing, according to eROI.
  • Preheaders: Two-thirds of marketers put "view as a web page" at the top of their email because of image blocking and rendering issues, among other reasons. One-quarter do not use a preheader, and 80 percent do not use whitelist instructions. Snippet text is used by about 13 percent of marketers, an increase from a few months ago.
  • Subject lines: 75 percent of marketers say they try to ensure subject-line relevance to the content of the email and 50 percent focus on keeping it short. Only 25 percent of marketers are testing subject lines on a regular basis.
  • Site navigation: Nearly 30 percent of marketers duplicate their site navigation in email. Of those, 15 percent find it more effective than the main content in driving clicks, while 11 percent of marketers find their navigation converts better than the main content of their email.
  • Email footers: 75 percent of marketers have links for profile and subscription management, yet fewer than 10 percent have created a mobile version of their email.

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