Successful email marketers who take their cues from customer behavior by segmenting email messages achieve an average email deliverability rate of 90.2 percent according to a recent report by the Aberdeen Group.

These email marketing leaders, who represent the top 20 percent of businesses using email to market goods and services, have seen a year-over-year improvement in deliverability of 9 percent, compared to industry average performers, who saw no growth in deliverability scores.

The report, “Demystifying Email Deliverability,” highlights obstacles marketers must navigate to achieve objectives in out bound email marketing campaigns.

Key to deliverability results is the reputation and best practices framework of a company’s email service provider. (ESP). Seventy-six percent of best-in class email marketers rely on ESPs for services that affect deliverability such as email certification and deliverability monitoring. More than 70 percent of email marketers use ESPs.

“Email deliverability rates move hand-in-hand with superior email open rates, click-through rates and revenue growth,” says Ian Michiels, Research Director & Practice Leader, Customer Management Technology, Aberdeen Group.

“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.”

Tags: Email

This entry was posted on Tuesday, September 8th, 2009 at 2:41 pm and is filed under Email. You can leave a response, or trackback from your own site.

About the Author: Mike is a staff writer for WebProNews. Visit WebProNews for the latest ebusiness news.