Some Email Industry BS We Should All Be Wise to by Now

Quick! Which email service provider has the best delivery rate? Don’t know? Neither do I. Let’s try and find an answer. According to a list put out by ranking firm topseos, Pinpointe On-Demand has the best delivery rate of 10 email service providers it ranked for January. Let’s just cut to the real problem with Topseos’ rankings list—that it mentioned ESPs’ so-called “delivery rates” at all.

Quick! Which email service provider has the best delivery rate?

Don’t know? Neither do I. Let’s try and find an answer.

According to a list put out by ranking firm topseos, Pinpointe On-Demand—as topseos referred to it—has the best delivery rate of 10 email service providers it ranked for January.

The company name is actually just Pinpointe, but let’s not quibble.

No, let’s just cut to the real problem with Topseos’ rankings list—that it mentioned ESPs’ so-called “delivery rates” at all.

ESPs don’t have delivery rates. Or they shouldn’t anyway.

Why? Because every major lever that affects whether email gets delivered to people’s email boxes is under the list owner’s control.

Email inbox providers’ spam filters have traditionally relied on three major metrics to determine whether or not email coming from a specific sender is spam: the number of spam complaints, the number of bad addresses a mailer tries to reach and the number of spam traps they hit.

And these days, ISPs are reportedly increasingly looking at engagement metrics—clicks and opens, for example, or lack thereof—to weed out unwanted mail.

All of the above-mentioned metrics are directly attributable to the sender’s behavior, not the ESPs’.

Yet, some email service providers tout their so-called delivery rates in their sales pitches.

For example, Constant Contact claims its delivery rate is 97 percent. But when one reads why its delivery rate is so high, it becomes clear

“We hold our customers to high standards with good email marketing habits and practices,” says a headline on the page touting Constant Contact’s delivery rate.

There is nothing wrong with Constant Contact touting high standards.

And this isn’t to say an ESP has nothing at its disposal that can affect delivery rates. For example, an ESP can affect deliverability by throttling-or sending the messages at a slower rate—so ISPs are less likely to block them.

Also some ESPs have better support structures in place than others. As a result, delivery rates can reportedly vary from ESP to ESP. But it’s not the ESPs’ delivery rates we’re discussing here. It’s the senders’ delivery rates.

This may sound like a ridiculously minor quibble. But referring to email delivery rates as the ESPs’ shifts responsibility for behavior that helps ensure high delivery rates from where it belongs—the sender.

Senders of commercial email must continuously be made aware that the responsibility for ensuring high email delivery rates lies mostly with them and there’s not an ESP in the world that can magically overcome the deliverability consequences of sloppy email address acquisition practices and poor list hygiene.

Four Email Marketers, My Gmail Account, and Why They Matter to You

Let me tell you the story of four marketers’ emails and their placement in my Gmail account. Trust me. Their story matters to you. I gave none of the four marketers permission to send me email. Yet, two are making it into my inbox. Two are being shunted off into my spam folder.

Let me tell you the story of four marketers’ emails and their placement in my Gmail account. Trust me. Their story matters to you.

I gave none of the four marketers permission to send me email. Yet, two are making it into my inbox. Two are being shunted off into my spam folder.

The four merchants are Walmart’s PictureMe Portrait Studios, Kmart, Cigar Auctioneer and Weber-Stephens Products.

The two marketers getting shunted off to my spam folder are PictureMe Portrait Studios and Kmart.

PictureMe Portrait Studios began sending me email after I had a mug shot taken for my website at MagillReport.com.

Somehow, Gmail recognized PictureMe Portrait Studios’ messages immediately as spam. I can only guess, but PictureMe Portrait Studios’ emails were probably being delivered to people’s spam folders long before they started spamming me.

Regular offers on having portraits taken sent without permission is probably prompting people to hit the spam button. How often does the average person want their portrait taken, after all?

Kmart started sending me email after I gave my address during a big-dollar purchase to Sears, its sister company under the Sears Holdings Corp. umbrella

Astoundingly, while Kmart’s email is being delivered into my spam folder, Sears’s email is being delivered to my inbox.

Why is that astounding? Because I gave permission to one of Sears Holdings’ brands and not the other to send email. Gmail has apparently somehow discerned this and is treating their email accordingly and they are the same company.

Meanwhile, Cigar Auctioneer and Weber-Stephens are getting delivered into my inbox. Weber-Stephens began sending me email after I bought a grill refurbishing kit from its online store. Cigar Auctioneer began sending me email after I did business with its parent, Famous Smoke Shop.

Neither had permission to send me email. Yet both their messages are marked as priority emails in my inbox.

Why? Because I open every single message I get from them. Weber-Stephens sends a recipe-of-the-week email every Friday. I look forward to them. I open them and I cook about half the recipes in them.

And because of Cigar Auctioneer, I haven’t paid retail prices for my hand-rolled smokes in months. I don’t always get my favorite brands, but boy do I save money.

And here is why my inbox experience matters to you: Email inbox providers are reportedly increasingly eying how individuals interact with their email to determine whether or not it’s spam. As a result, email is increasingly becoming more about engagement.

Translation: You can get a little fast and loose with your permission practices with customers as long as you send email they want and interact with.

Conversely, you can exercise the gold standard in permission practices-fully confirmed opt in where people must respond to a confirmation message in order to be added to your file-but if you send a bunch of unwanted crap, your messages will be treated as such.

Email inbox providers’ spam filters are designed to deliver email people want and filter out email people don’t want.

Send messages people want and you’ll be fine. It’s really that simple. Or not, depending upon what it is you’re selling.

Cigar Auctioneer and Weber-Stephens have fairly obvious advantages over other marketers. Their messages invoke thoughts of highly self-indulgent experiences. As a result, they stand a better chance of being welcomed than email from marketers whose products and services don’t invoke similar pleasurable thoughts.

So Cigar Auctioneer and Weber-Stephens can afford to be a little loosey goosey with their permission practices while Kmart and PictureMe Portrait Studios apparently cannot.

The lesson: Make an honest assessment of your product or service and what it represents to customers and prospects. Then make an honest assessment of the email program you’ve set up around it.

Can you honestly say people are likely to want your messages? If not, go back at it. Something needs to be changed.