Silverpop - Deliverability Loves Engagement
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Deliverability Loves Engagement

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by: Robert Consoli (@IBMforMarketing)
19 October 2010

It’s true! Engagement marketing is one of the best things to ever happen to deliverability: Engaged users complain less, open more often and tend to stay engaged. And, ISPs and inbox providers love engaged recipients because engaged recipients are happy recipients.

I recently presented this point at our annual EMEA Client Summit in an effort to get everyone thinking about the exciting deliverability times we’re living in. Think about it: Engagement marketing is really the missing link in the deliverability world. If you could target each recipient to their individual preferences, why wouldn’t you?  

With the current movement to gauge delivery via engagement metrics (i.e. new Hotmail filters), connecting strongly with your recipients will remove doubt from postmaster teams regarding the legitimacy of your messages and increase your delivery rates.

In the past there was an epic struggle between marketers and the postmaster teams. With only IP whitelisting to judge good versus bad senders, and basic metrics like abuse and bounce rates to measure performance, marketers and postmasters would often go to battle over false positives. In the process, many good IPs suffered.

But that’s all starting to change. With new features like Hotmail’s Sweep filtering and Gmail’s Priority Inbox, ISPs and inbox providers are starting to put the power of inbox delivery in recipients’ hands. For example, Hotmail's Sweep feature allows recipients to quickly “sweep” all unwanted (or less priority) emails into another folder. More important, it also allows you to DELETE all future emails from a given sender—with only a few simple clicks! 

Gmail’s Priority Inbox enables recipients to look at a filtered (priority) portion of their inbox. Miss out on a high-priority classification, and complaining to the postmaster about why it’s unjustly blocking your emails won’t do you any good. You’ll have to attack the bigger question of how to take on a re-engagement campaign to win back your recipients.

So what do you need to do? It’s simple really: Keep recipients engaged, you’ll likely get to their inbox; lose their attention, and well, you’ll likely lose their inbox. That means:

  1. Send targeted emails
  2. Send time-based email campaigns that help ensure your email will be delivered to each recipient’s inbox at the time he or she would normally expect to see it (e.g. Silverpop’s Send Time Optimization)
  3. Use a clear, well-thought-out “From” Name
  4. Identify your brand in the subject line—particularly if it’s not included in your “From” name—and in the body of your emails
  5. Utilize features like behavioral targeting, advanced scoring, predictive analytics and content optimization

Follow these tips and you’ll be on your way to engaging recipients with relevant messaging that not only increases deliverability rates but also improves metrics across the board.  


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