Why Does Email Deliverability Platforms Matter?
The latest buzz in the Internet marketing community is around the email deliverability platform. This is a new feature that allows the end-user to determine how best to deliver the email from their account. The email deliverability platform is being integrated into email management platforms (email service providers). Users can determine what steps to take to make sure their emails arrive in the inbox. For example, they could choose to include a signature or set up autoresponders to reduce spam.
One of the biggest advantages to the use of the email deliverability platform is to provide more control over email delivery. Previously, all emails delivered looked the same to the email deliverability system. Therefore, a new email would often get filtered out if it contained an unwanted header or subject line. On the other hand, older emails would get lost in the spam folder. Now, however, any email can be sorted by age, subject, or email from a specific IP address. Also, emails can be sorted according to the origin or destination.
Another advantage to the use of the email deliverability platform is that marketers can use custom modules to create test messages for split testing purposes. For example, an email campaign could be set up to send out a series of promotional offers over a short period, with the last one being sent two days before the next one is due to expire. With the test series, the marketer can determine which offers to perform better based on opening rates, click-through rates, and retention rates. If the email deliverability system reports that many users are not interested in these offers, the split test can be re-run with a different, more appealing offer.
Because it is a service offered by the email service provider, marketers will not be charged for this functionality. Instead, the email deliverability platform provider pays for the usage of this service, which in most cases is based on a percentage of active email subscriptions. This cost is a small price to pay when compared with the potential profits.
There are some things that marketers should be aware of, however. Because the email deliverability platform is provided by the email service provider, there is a chance that emails will not be delivered to the inbox. Marketers should make sure to ask about any complications that might happen during the setup or installation process. Some providers have been known to have problems setting up emails on their servers. It is important to have an experienced email services tech help set up or install email on the server to ensure proper functionality.
Another consideration to make is the size of an email deliverability platform. The platform is very flexible, but large email campaigns may require the need to use more than one. The email deliverability services that are used should be able to handle more than one email campaign at a time without having a problem. This allows marketers to test email campaigns in the testing stages and to evaluate the email deliverability system performance.