Four in Five Marketers Say E-Mail Delivery’s Tough
(Direct) Eighty-two percent of e-mail marketers say e-mail deliverability is a challenge for their organizations, and more than 30% consider it a “significant” challenge, according to a new survey from Menlo Park CA-based EmailLabs.
Almost half of respondents pointed to filters used by Internet service providers as the primary obstacle to getting their messages delivered, and 45% cited corporate filters. More than 30% said too many hard bounces prevented e-mail from getting to recipients, while 15.3% attributed difficulties to appearing on service provider blacklists.
Despite the high levels of awareness about deliverability issues, EmailLabs found that only 10% of respondents plan to make improving delivery a top priority in 2006. The report concluded that marketers often focus on deliverability remedies within their control — such as modifying e-mail templates, something 50% said they have done, or adopting authentication procedures, which 24% have done.
But only 17% have switched to dedicated IP addresses for their e-mail campaigns, and 6% use a third-party accreditation service.
“While marketers have clearly recognized that they have delivery challenges, they also are not allocating the necessary resources or taking the longer-term steps needed to minimize blocking and filtering of their e-mails,” said Loren McDonald, vice president of marketing at EmailLabs in a statement.
