Getting your email marketing to the inbox can be a challenge. The Internet Advertising Bureau has just released a great new free guide to doing this successfully.
The guide sets out in easy to understand language what the main deliverability issues can be in email marketing, and gives some basic ideas about how to deal with them.
It also talks about how you can identify if you have a deliverability problem, as this can often be masked in other measures you may be using to track effectiveness of your email marketing.
Email deliverability is an area where it’s important for a marketer to understand the basics of how email and broadcast email systems work. In the past this would have been purely the domain of IT departments, but now marketers working in the digital space need to understand how the technology used impacts on the marketing channel’s performance.