The plot of the science fiction film ‘Inception’ centres on the interesting concept of planting ideas in the dreams of the unwitting dreamer, the objective being that so that when the ‘dreamer’ awakens the idea is freshly planted in the subconscious.
This imaginative concept set my mind racing on which ideas, specifically related to deliverability I would plant in some marketer’s minds as key thoughts so that when they awaken the ideas might crystallise during waking hours:
1. Move away from the thought process that all emails that are sent make it into the inbox. Not true! In fact, ISPs, filtering companies and consumers all block, filter and report email as spam, meaning that only a subset of all mail sent is actually delivered to the inbox.
2. Focus on improvements; be obsessive about understanding what the metrics are that can improve overall response, start to think about Inbox Placement Rates (IPR), seek to improve, make it a KPI. Challenge all comers who state ‘delivered’ or ‘accepted’ is a reliable guide to what makes it to the inbox, because it is not. The fundamentals of reliable calculations require the accurate use of a broader collection of metrics.
3. Think about deliverability, not as a terse-technical subject dominated by those responsible in the technical team, or that someone else worries about so they the marketers don’t have to .Think about it as something that everyone in the organisation should be aware of and have some insight of.
After the dream the marketer will awaken with these three thoughts at least somewhere in the mind and when met with the word ‘deliverability’ their eyes won’t glaze over or worse still ignore one of the most important aspects and barriers to success.
Richard Gibson, Channel Relationship Manager at Return Path and Chair, Email Marketing Council. Twitter: @RichardGibson.
Richard Gibson is Chair of the Email Marketing Council and Channel Relationship Manager at Return Path. View the full bio here.
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