How to Improve Email Deliverability Over 2012 Holidays

Kristina Knight

With more shoppers turning to the Internet to research as well as to shop for gifts email is getting a bit more attention from online brands. Through email brands can provide clickable links making it easy for shoppers to find product information or buy quickly. The key is to engage and to engage, emails need to reach the inbox. Here is how Lyris suggests brands can improve:

First, follow the rules. It may sound too simple, but brands who follow CAN-SPAM legislation and who have good relationships with their ISPs have better delivery rates. Because their messages are expected, consumers click and engage - rather than reporting spam. While your following those rules, cull the lists to ensure that emails aren't bouncing.

Second, tailor the content. Don't send...

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