adestra Archives - Social Email Marketing

Contradiction: email marketers find it hard to reach the inbox but at the same time don’t seem to care too much

Deliverability is a hot topic in email marketing today. There are many reasons for that: an increased volume of emails sent (email has recently been used more frequently due to the recession), a growth of lists, changing techniques at the ISPs to filter emails, etc.

The emphasis increasingly lies with relevance, content and interaction by and with the email recipients.

The ‘Email Marketing Industry Census 2010 report’ by Econsultancy, carried out in cooperation with Adestra, shows that the number of businesses claiming to have problems reaching their email subscribers’ mailboxes has increased by 3% compared to last year, reaching no less than 54%.

Econsultancy’s 2010 Annual Email Census: some more data

According to the earlier mentioned 2010 Annual Email Census performed by Econsultancy in association with Adestra, there are a minority of companies that use email marketing as an automatic response to consumer actions on their web site: triggered emails.

These emails are usually sent as the result of a sign up or purchase on a web site.

From a marketing stand point, they typically serve to offer additional products or services to the services that were originally purchased or accessed – triggering the email.