Email Deliverability

Email deliverability is a major issue for all marketers. Figures released by ReturnPath estimate that 25% of legitimate B2B emails are not getting delivered to the intended recipient. The best and most sophisticated campaign is worthless if it doesn't make it to the recipients inbox.

The route to a customers inbox is not an easy one. Along the way your email is likely to encounter spam filters, whitelists, blacklists, greylists and other tools designed to trap the increasing amount of spam that is being sent. Extravision initiated its Reputation Enhancement Programme to overcome the ever increasing barriers to inbox delivery. So, why is reputation so important ?

When it comes to email deliverability there are numerous areas requiring consideration, ranging from ensuring your message content is in line with best practice guidelines, to harnessing the latest authentication and imprinting standards, all the way through to building positive relationships with ISP's.

Our Reputation Enhancement Programme assists our premium clients achieve improved deliverability and as a result, higher click and open rates and improved ROI. To be eligible for the program you need to have been working with extravision for more than 6 months and have a good email history.

Unique IP Address

As part of the program you are provided with a unique IP address for all your emails. This is a warmed IP address which means we have already established its reputation for you. In conjunction with this we will also purchase for you a unique domain for your email campaigns.

Authentication

Email authentication is a way of proving that your email is not forged and is from who it says it is from. Once your new domain is setup it is then ready for all the latest email authentication techniques such as SPF records, SenderID, Domain keys and DKIM. All these will be setup and tested by our internal delivery team.

Feedback Loops

Using your unique domain and IP address our deliverability team will sign you up to all the available Feedback Loops (AOL, yahoo etc), ensuring those who have unsubscribed through the Mark as Spam button are immediately unsubscribed.

We actively submit applications on behalf of our clients to all available whitelisting programmes, and closely monitor and advise sending behaviour to help our clients continue participation once whitelisting has been attained.

The next stage is sign up with one of our delivery partners such as ReturnPath or Goodmail. This requires you have 3 months history on your own unique IP address and the number of spam traps you hit and spam complaints are below pre-determined levels.

Our close ties with many of the leading Internet Service Providers mean that through ISP mediation we can diagnose actual reason(s) for specific deliverability challenges and work together to overcome such challenges and continuously improve delivery.