SmallBusinessNewz

Deliverability is perhaps the greatest obstacle that email marketers face. Even if you have a good-sized list, and great content, getting the message to the inboxes of everyone on that list can still be a tricky task.

Thanks to spammers and email filters set up by both service providers, as well as users (among other factors), deliverability has become more difficult over the years.

Campaigner, which SmallBusinessNewz has cited information from several times, has released a new report called Demystifying Email Deliverability. The report identifies obstacles marketers must navigate to achieve objectives in outbound email marketing campaigns.

Here are a few interesting findings from the report:

- Best-in-class email marketers who take their cues from customer behavior by segmenting email messages achieve an average email deliverability rate of 90.2 %

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

- 76% 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 to ensure deliverability

The report looks at metrics like segmentation, personalization, list hygiene and opt-in strategies. These are "all best-in-class practices businesses must master to meet marketing goals," a representative for Campaigner tells SmallBusinessNewz.

The report is free to view, and can be downloaded here.