Email deliverability reports are important tools you can use to help your company improve the quality of its email marketing efforts. Analyzing email delivery, content, and spam complaint reports on a daily basis can provide a lot of useful information about your mailing lists and areas that need improvement. I recommend the following practices:

Monitor email delivery and content reports daily. If you are using Lyris HQ, reports such as Delivery Monitor and Content Analyzer can help determine if there are any issues with your email messages getting into inboxes at certain ISPs, as well as alert you about potential spammy content issues. The Delivery Monitor shows the percentage of email going to the inbox, the junk folder, or not arriving at all, while the Content Analyzer tests your messages against three different levels of spam filters.

Analyze your spam complaints. If you have feedback loops set up you will be able to view user complaints, depending on the ESP. Most email marketing systems unsubscribe or trash list members who have hit the “mark as spam” button. To prevent people from clicking on the spam button, try adding in some verbiage in the snippet line that directs them to click the unsubscribe link instead. Provide a quick and easy way to find the unsubscribe link--the closer to the top of the email the better. This can really help lower complaint rates.

Maintain a fresh, clean list of active subscribers. Email deliverability reports can give you an indication of what you may need to modify in your email marketing strategy to take it to the next level. Knowing which addresses have received your mailings and which ones have not is crucial. You should be touching only your active and engaged subscribers. Sending to people who have not opened any of your emails in over six months can definitely put a damper on your email deliverability. If you keep sending to these inactive subscribers, your overall email deliverability can suffer. For those people, you may want to consider a re-engagement campaign to spark their interest again, and clean your list of those who are no longer interested.

Review your email deliverability reports after each mailing. At the end of the day it’s all about results, and deliverability reports can give you the edge you need to drive your company’s email marketing to greater success.

Is your company using deliverability reports to measure the effectiveness of your email marketing campaigns? Share your success stories in the 'Comments' section below.

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About the Author

Vip Patel is an account manager at Lyris. He is responsible for helping clients with their email campaigns, offering today's best practices, guidelines and measures to help them succeed in email marketing.

Related Resources:

• Subscribe to Inside Lyris HQ our monthly online-marketing newsletter.
• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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