Skimping on deliverability spend? You’re hurting your email program
Don't make the mistake of cutting corners on deliverability. Columnist Jose Cebrian says budgeting wisely on deliverability services and technology will boost both your email program and your revenue.
For various reasons, companies are increasingly choosing to handle their email production in-house or through agencies versus having the services arm of a technology company handle this work. Done correctly, any of these can be viable options. Regardless of your choice, make sure you budget sufficiently for deliverability. Failure to invest adequately in the required technology and services can have a detrimental impact on your results.
Let’s say you make $15 million a year from your email program, based on last-click attribution. What is the revenue impact of 10 percent lower inbox placement, or even a week of blocks? Doing simple straight-line math, it’s arguably $1.5 million (10 percent of $15M), or $288,000 ($15M/52).
Of course, there are always nuances and shifts between mailbox providers — one is blocked for a couple of days, then another and so on. The point remains: Deliverability has a direct correlation to effectiveness of your email program and your revenue.
You need to protect your program. The best strategy and creative doesn’t mean anything if you can’t get to the inbox.
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