MN Eloqua Users Group – Email Deliverability

Lovely event as usually!  Very convenient method to keep up with what happens in Eloqua world, and what I should be reviewing when I find time 🙂

We looked at Eloqua Engage (and some of us dreamed about those wonderful time when maybe our sales organizations would be able to enjoy it too 🙂  ).  Engage replaces Elmo and is no longer dependent on one in-house email system (Outlook), but can be used through multiple email clients the company can have.

…and deliverability…

  • deliverability is based on the sender score more than on any specific email content attributes
  • complaints is major reputation input
  • many email addresses go bad over a year (particularly in b-to-b – I think I read up to 30% of the list)
  • If you want to re-engage an old list, start slowly to avoid high bounce and complaint rate
  • spam block can result in a soft bounce
  • Email volume should be steady – spikes and irregularities can raise attention of spam filters
  • “Snowshoeing” – spammers changing IPs
  • List management is important for deliverability oh oh – oh yes… 🙂
  • List needs to be engaged – remove non-responders (who could have become SPAM traps) regularly
  • Old address becomes dangerous after 6 months, unusable after a year
  • Content is still important, but not as much. HTML is more important than copy. Use clean code!! No multimedia should be included (what is obvious)
  • Postini is legendary picky and also very secretive

I wonder how many companies just don’t have time/resources to look at deliverability…  My guess quite a few.  From another side, deliverability intricacies become more and more complex…

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