“One of email marketing’s best features is the quality and immediacy of its statistics. But it can become a stick for your stakeholders to beat you with if the results are poor.At this point, you need some answers for them so it’s helpful if you can deflect the disappointment onto the supplier: Your ESP. If only it were that simple. But in reality it’s like blaming the print house for your direct mail campaign going badly or the TV station for your advert failing. Yes, they’re part of the picture, but they’re not the whole story.
Below are the campaign areas typically blamed on the ESP and what you should really know about them.
Low open rates
If only open rates were as simple as having the right subject line. In fact low deliverability can be a result of many factors including the quality of the data, the message, the amount of goodwill your brand has, the frequency of the emails, the domain used or your ESP’s reputation. There is no ESP out there who has a silver bullet to guarantee you land in every inbox and this area changes on a daily basis. However they often have a wealth of knowledge in this area and can work with you to help improve things. By working with them rather than against them they can help suggest changes and then run tests with you to establish the cause or causes. ” CONTINUE READING