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DMA urges marketers to focus on deliverability
Marketing News |
30/04/2010
The Direct Marketing Association's (DMA's) Email Marketing Council (EMC) is encouraging marketing professionals to focus on deliverability in the coming months.
It is urging workers within the sector to follow recommendations outlined in a new whitepaper which will help ensure messages make it to inboxes despite increasing levels of spam.
Guy Hanson, co-author of the report and a member of the DMA EMC, said: "With an estimated 130 billion spam messages broadcast every day and ISPs reacting to the barrage, the deliverability challenge has never been greater."
He added that companies need to understand that ISP rates are not necessarily indicative of whether a subscriber sees a message.
They also need to consider that sender reputation monitors, spam filter vendors and blacklist operators all help determine if an email successfully makes it to a recipient.
Mr Hanson continued to say that companies which fail to take these factors into consideration could put their bottom line at risk.
Posted by Jon Aspinell
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