Email revenue at risk from bad practice

Revenue is being hit because companies are failing to put in place sufficient measures to ensure email marketing messages are delivered, according to the Direct Marketing Association.

A white paper by the Association’s Email Marketing Council says bad practice is putting marketing strategies at risk and damaging ROI.

The document outlines “ten steps to improved deliverability” including taking measures to improve data collection, monitor sender protection, reduce SPAM complaints and introduce “good list hygiene”.

It also lists the “key players” offering filtering services in a bid to increase understanding of the products and services available to marketers.

The white paper was written by Guy Hanson, business development director of Database Group Interactive and Simon Bowker, managing director of eCircle.

Hanson says: “Companies that fail to understand these issues risk jeopardising their email marketing strategy as well as the company’s bottom line.”

To view the white paper in full click here.

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