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EMAIL MARKETING: Creating 'deliverability'

In email marketing, king of the buzz words is 'deliverability'. The battle to get your message in front of its intended audience is complex and success is not just down to programming code. Even if your data is verified and your reputation spotless, there are other factors that can make your email communications end up in deleted items or worse, the spam bin.

Any decent Email Service Provider (ESP) will tell you the future for email marketing lies in greater opening and click-rates through intelligent marketing, behavioural targeting, dynamic delivery engines that trigger multiple messages to multiple destinations and building detailed profiles. But before all of this clever stuff, you need to address the fundamental principle of creative.

Creative thinking