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Email Deliverability & Security Developments for 2016

Profile photo of Brendan Gardiner Submitted by Brendan Gardiner March 12, 2016

What’s New with Email Deliverability and Security? 

Email-Trends

Keeping up with changes in email is challenging, but a new report from Litmus, an email creation, testing and analytics platform, will fill you in quickly. Among other findings, their “2016 State of Email Report”  covers two key developments in email deliverability:

1.) Clicks don’t directly affect ISP deliverability.

This news upended conventional email wisdom that lack of engagement – no opens or clicks – gets emails blocked or routed to the spam folder.

But, keep tracking clicks, and match against email deliverability. ISPs use complicated algorithms with hundreds of factors to make filtering decisions. Marketers can see a few of these, such as clicking the “Report Spam” or unsubscribe buttons, but not much more.

Clicks can stand in for subscriber actions you don’t see, like moving email from the junk folder to the inbox or adding your sending address to safe-sender lists.

Falling click rates often correspond with falling email deliverability. So, do everything you can to keep subscribers opening and clicking:

  • Send only permission-based email.
  • Use segmentation for more relevant content.
  • Keep your database fresh with regular list hygiene and updated email addresses.

 

2.) Gmail adds postmaster tools.

Gmail accounts for 15 percent of all email opens, second only to Apple’s iOS/iPhone app (33 percent), Litmus says. So, it was a big deal last year when Gmail added tools to help high-volume senders analyze their email performance.

Set up access to Gmail Postmaster Tools ASAP. You’ll be able to analyze performance in seven dashboards measuring these key indicators:

  • Spam rate
  • Domain reputation
  • IP reputation
  • Feedback loop (set up the Gmail Spam Feedback Loop first)
  • Authentication
  • Encryption (a key factor now that Gmail flags unauthenticated emails in the inbox)
  • Delivery errors

.

Check out Gmail’s guide and detailed instructions here.

Did you know that marketers can experience a 65% improvement in ROI on their email marketing efforts JUST by focusing on email addresses quality? How is this possible? Read this blog post to learn more.


This post was originally published in http://www.freshaddress.com/fresh-perspectives-blog/email-deliverability-developments-2016/ by Brendan Gardiner

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5 Responses to “Email Deliverability & Security Developments for 2016” Leave a reply ›

  • Profile photo of Kevin Ross Profile

    Good post. Litmus tracking over 13 billion opens worldwide is huge. Who won’t want to know all the details from this huge work? I sure would and I have opted in to get “all the data and intelligence”. Thanks for sharing this.

  • Profile photo of Sunday William Profile

    Hi Brendan,
    It is pretty interesting to note that deliverability of emails still demands on the amount of value presented by the marketers.

    Once there is value in the presentation and proper tracking then it becomes important to deliver email -i.e. emails that will continuously attract clicks.

    For the latest develops in the email deliverability,tracking and developments, Google is doing a great job with Gmail Postmaster Tool.

    I have not used it in anyway but will sure try after going through this post!
    Sunday William recently posted…Is Your “Make Money Online” Business Idea Worth Pursuing?My Profile

  • Profile photo of Sarah John Profile

    To keep the subscriber to click and open the mail is important. There is no doubt that this is what we must aim for as email marketers.

    Email deliverability is a practical thing and we need to be attuned with the demands of technology and search engines to make maximum impact!

    Whether we set up Google’s Postmaster’s tool or not, email marketers must do the basics first – which is, creating a campaign that readily meets with the needs of the target audience!
    Sarah John recently posted…15 Blogging Tips and Tricks to Make Your Blog Stand OutMy Profile

  • Profile photo of Celine Profile

    Hello Brendan,
    Thanks for sharing this piece! If there is nothing, I have learned the following:

    Falling click rates often correspond with falling email deliverability. So, do everything you can to keep subscribers opening and clicking:
    – Send only permission-based email.
    – Use segmentation for more relevant content.
    – Keep your database fresh with regular list hygiene and updated email addresses.

    A lovely post, and one that reminds me of workable email deliverability best practices!

  • Profile photo of Satish Kumar Ithamsetty Profile
    -2

    Dear rendan Gardiner,

    The topic on “Email Deliverability & Security Developments” is interesting. The added gmail feature is also good. Thanks for sharing

    Regards

    Satish Kumar Ithamsetty
    Satish Kumar Ithamsetty recently posted…13 Top Email Marketing Software for Effective Blogging in 2016My Profile

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