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Chapter #4: You can't cross the sea merely by standing and staring at the water

5 May 2015
by Adam Oldfield

Selling is hard. Whatever it is you’re offering, there’s always someone with a bigger, better version for half the price. 

Your job as a marketer is to make the life of a salesman that bit easier. If you do get a sale directly from an email, it’s a bonus. All you’re trying to do is warm up the prospect so that when they’re approached by a sales person, it’s at the right time.

The job of marketing automation and lead nurturing is to ensure that a prospect is only ever contacted at the right time. 

But you’ll never do any of this if you’re not considering one vital metric, which is all too often overlooked. 


What could improved deliverability mean for you?

You’re a marketer, so the chances are that you’re targeted by the board on key metrics like leads and revenue generated, campaign ROI, market share and contribution to bottom line. More than likely a combination of them all.

On average, one out of every 5 emails doesn’t make it to the recipient, which means you’re making your life harder than it needs to be.

Let’s take lead generation as an example.

Fewer leads means more marketing. More marketing to the same data often means a decrease in engagement and an increase in unsubscribes, making your deliverability worse…

It’s a vicious circle.

So how do you tame it?

You need to think of deliverability first, above all else. It needs to be considered right from the word go, not just when you’re ready to send or after it becomes apparent there’s a problem. 

Think about it as you’re planning your strategy. How many emails are you sending? Are you throttling them well enough? What does that mean for your strategy? Does the campaign need to roll over two weeks, not one? It’s worth it if it means you’ll get them delivered.

Think about it as you design. Make sure your email looks the part. Spam traps are a very real threat and they know what spam emails usually look like. Learn this, and avoid it at all costs.

Think about it as you build the front end. Too many images? Too much text? There’s an ideal ratio. Do everything in your power to make your emails spam-proof. 

Think about it during your analysis. How did the campaign do? Open rate not as you’d expected? It’s not always enough to try a new subject line. It might be that it didn’t even end up in inboxes. Screw the subject line! Make sure it’s getting there before trying anything else.

What did we do?


o We hired the best talent, and put him in charge of email deliverability. 

o We partnered with the deliverability experts, Return Path, to ensure our clients success.

o We invested in the development of techniques to allow email to be successfully received in almost any scenario – regardless of quality of data. 

o We developed and continue to maintain long-term relationships with ISPs – the real guardians of the inboxes. 

Photo of Adam Oldfield
Adam Oldfield
Managing Director & Founder

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