IAB releases guide to e-mail deliverability.

The Interactive Advertising Bureau (IAB) in conjunction with its Email Committee released the Marketer & Agency Guide to Email Deliverability. This document reviews the definition of email deliverability, provides a perspective on how it has changed, and discusses the impact it has on marketers. This guide addresses the critical issues of how to measure, monitor and resolve deliverability issues, enabling agencies and marketers to increase the overall effectiveness of their email marketing efforts.

Deliverability challenges can cause email messages to be placed in a Junk Mail folder, to be discarded before the recipient ever sees them or to include disabled links and/or images. More than 20%* of legitimate marketing messages are incorrectly identified as spam by server and client level spam filtering. The result for marketers is lower open rates, lower click-through rates, lower conversions, and lower revenues.

“The Marketer & Agency Guide to Email Deliverability is the first comprehensive document that provides marketers with real tangible solutions to improving their email deliverability,” said Craig Swerdloff, General Manager, Customer Acquisition Programs at Return Path and IAB Email Committee Chair. “Providing the marketers with a single standard definition of deliverability as well as accurate and timely information around causes of delivery problems and measurement is an extremely important step in solidifying email as a critical performance marketing vehicle.”

“We applaud the IAB Email Committee for developing a guide that addresses the challenges marketers face with email deliverability,” said Sheryl Draizen, SVP, General Manager. “This release is a clear indication of the committee’s continued commitment to providing industry guidelines that help enhance the performance of email as a critical component of the marketing mix.”

To view report CLICK below:
http://www.iab.net/emaildeliverability