April 13, 2006, 12:00 AM

82% of e-mail marketers consider deliverability a challenge

Deliverability remains a challenge for 82% of e-mail marketers yet only 10% said they will make delivery their top e-mail priority this year, according to a new survey from EmailLabs.

Deliverability remains a challenge for 82% of e-mail marketers yet only 10% said they will make delivery their top e-mail priority this year, according to a new survey from EmailLabs, a subsidiary of J.L. Halsey Corp.

Nearly 50% of respondents said that filtering by ISPs and corporations is the biggest delivery issue, followed by too many bounces (31.5%), lack of expertise or resources to address deliverability (25.4%), appearing on blacklists (15.3%), challenge response requests (11.8%), and too many spam complaints (11.8%).

“While marketers have clearly recognized that they have delivery challenges, they also are not allocating the necessary resources or taking the longer term steps needed to minimize blocking and filtering of their e-mails,” said Loren McDonald, vice president of marketing.

82% of marketers say they monitor delivery rates, while 13.6% say they don’t and 4.6% say they are not sure. Marketers who outsource e-mail campaigns are the most likely to monitor delivery rates (89.9%), while those who purchased software are the least likely (72.5%), EmailLabs found.

Steps taken by marketers to improve deliverability included modifying e-mail templates (50.5%), adopting authentication (24.2%), no longer mailing to non-permission lists (21.7%), utilizing the services of a delivery-monitoring solution (20.4%), switching from a shared to a dedicated IP address, formalizing a white-listing process and establishing key ISP relationships (15.6%) and switching service provides or moving from in-house to outsourced (10.5%).

“The 24% of marketers who have adopted authentication technologies is encouraging, but actively managing their e-mail reputation and using third-party accreditation services has yet to become mainstream,” McDonald said.

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