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Campaigner Announces Aberdeen Group Report on Email Deliverability.

In-depth analyst report cites use of email service providers (ESPs) among factors that affect deliverability

OTTAWA -- Best-in-class email marketers who take their cues from customer behavior by segmenting email messages achieve an average email deliverability rate of 90.2 percent, according to a report released today by industry analyst firm Aberdeen Group. These email marketing leaders, who represent the top 20 percent of businesses using email to market goods and services, have seen a year-over-year improvement in deliverability of nine percent, compared to industry average performers, who saw no growth in deliverability scores.

The report, Demystifying Email Deliverability, identifies obstacles marketers must navigate to achieve objectives in outbound email marketing campaigns. Among the success metrics identified are segmentation, personalization, list hygiene and opt-in strategies, all best-in-class practices businesses must master to meet marketing goals.

The 28-page report, available from Campaigner (, a leading email marketing solutions provider, examines factors that affect email deliverability, including internal compliance with regulations such as CAN-SPAM, email authentication, email sources, blacklists/whitelists and anti-spam measures.

The free report can be downloaded by visiting

Vital to deliverability results is the reputation and best practices framework of a company's chosen email service provider (ESP). Seventy-six percent of best-in class email marketers rely on ESPs for services that affect deliverability such as email certification and deliverability monitoring. More than 70 percent of email marketers use ESPs to ensure deliverability.

"Email deliverability rates move hand-in-hand with superior email open rates, click-through rates and revenue growth," says Ian Michiels, Research Director & Practice Leader, Customer Management Technology, Aberdeen Group. "Using an email service provider that monitors deliverability factors such as reputation, legal compliance, anti-spam filters and IT protocols can help companies achieve top email marketing performance."

"Campaigner's mission is to help businesses of all sizes to improve their email marketing results," says Steve Adams, vice president of marketing, Campaigner. "By identifying the factors that affect deliverability, Aberdeen Group has outlined a best-practices framework email marketers can take to ensure success."

More information about Campaigner's email marketing service and deliverability features can be found at

About Campaigner

Campaigner's software-as-a-service email marketing solutions enable organizations to have highly personalized one-to-one email dialogues with their customers, measure how they respond, and analyze those responses to interact in a more intelligent, automated way - resulting in more profitable relationships. It is part of a total Software as a Service (SaaS) business communications offered by Protus that also includes MyFax, the fastest-growing Internet fax service used by individuals, small, medium and large business, and the my1voice feature-rich virtual phone service. Additional information is available at
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Publication:Business Wire
Date:Jun 29, 2009
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