According to Experian Marketing Services, email is still the top communication channel for marketers with 97% of marketers collecting email addresses through various channels. Email deliverability, however, has been a major problem, according to the firm.
“Despite significant effort placed on well-crafted and strategically designed campaigns, many marketers still struggle to reach the consumers’ inbox,” says Experian’s Erin Haselkorn. “According to a recent Experian Data Quality study, 66 percent of companies have experienced email deliverability issues in the last 12 months. These issues have resulted in an inability to communicate with subscribers, but have also led to poor customer service.”
“Many deliverability issues result in poor sender reputation,” adds Haselkorn. “Internet Service Providers (ISPs) all calculate sender reputation differently, which is why addressing underlying factors is so important. The top issues related to sender reputation include spam trap hits, high bounce rates and email complaints.”
While the reasons for deliverability issues vary by company, Experian says many of them are caused by poor email list hygeine. Here’s their infographic on the subject:
Image via Experian