Every email message you send must hack its way through a jungle of spam filters, strong-arm inbox fatigue and survive your readers’ distractions. Inbox rates – the tally of whether an email reaches its intended inbox – dropped to 76.5 percent globally during the second half of 2011, down from 81 percent during the first half of the year, according to a report from email certification provider Return Path. Even worse, email blocked as spam increased a startling 24 percent during the same period.
Our new ZoomInsights article, “Improving B2B email deliverability,” has some good suggestions. For example, place an even higher value on targeting both the pitch and the list of intended recipients, according to industry experts. It’s a game of quality over quantity these days if you want to maximize open rate, read length and opt-in.
Also, there’s a good chance your target audience is reading your email on a mobile device. It’s the biggest recent sea change in the market, and it’s changing fast. As of September, 38 percent of email was opened on a mobile device, compared to 33 percent on a desktop client and 29 percent for web mail, according to Litmus’ Email Analytics report.
Our article, “Improving B2B email deliverability,” explains these and other issues. Check it out!