Palo Alto, CA (PressExposure) July 31, 2009 -- New research has revealed that more than one-fifth of emails in Canada and the United States fail to make their way to intended subscribers. Email marketing expert David Kearney, CEO of email marketing firm Boomerang.com, directed marketers encountering email deliverability problems to consult the wealth of information and advice on the matter at his firm's email marketing blog.
"Deliverability is perhaps the most pressing issue facing email marketers," said Kearney. "Ensuring that the message reaches the most willing recipients is central to a campaign's success. Depending on the email marketer's familiarity common pitfalls, the percentage of undeliverable emails can be high. Attention to these issues before they manifest can greatly improve deliverability rates."
A veteran of MIPS Computer Systems and now CEO of Boomerang, Kearney has filled many roles in marketing and engineering for the high-tech industry. Before co-founding the award-winning email marketing firm Boomerang in 1991, he earned an MBA from Cornell University's S.C. Johnson Graduate School of Management. Kearney's articles on email marketing have appeared in business periodicals such as DM News, and publications such as AllBusiness have quoted him on his email marketing expertise.
Nearly 80 percent of marketing emails find their way to intended recipients, according to findings in the recently published Return Path Deliverability Benchmark Report; of the approximately one-fifth that go undelivered, however, more than 17 percent fail even to generate a bounce-back message. By comparison, only 3 percent, approximately, go to spam filters.
Several tactics and strategies help to combat these and other factors affecting the deliverability of emails. Kearney pointed email marketers to his company's blog for entries on how to combat feedback loops, whereby major ISPs such as Yahoo! and AOL allow recipients to in fact unsubscribe from a list simply by pressing a button; and relegation to the junk folder. Additionally, another entry at the Boomerang email marketing blog gives five tips on how to grow opt-in lists.
"A wealth of advice on improving deliverability is available at the Boomerang blog," said Kearney. "Email marketers interested in tackling this multi-pronged issue are welcome to draw on Boomerang's free advice and to avail themselves of the company's highly tailored email marketing solution for small business."
Firms of all kinds may try a free email marketing trial of Boomerang's BlastWizard, the email hosting tool voted in 2008 as "Best Mass Email Tool" by users of salesforce.com. In 2008, users of salesforce.com gave BlastWizard the most four-star and five-star ratings of any email hosting tool, qualifying Boomerang's product to receive that CRM provider's award of "Best Mass Email Tool." Boomerang's consultants are able to draw on a legacy of experience that the company has with enterprise clients, whose needs for email marketing campaigns have imbued Boomerang with the kind of institutional knowledge that yields best practices.
Boomerang's email marketing videos are available for free to anyone at any time, and BlastWizard itself is available for a free email marketing trial. Several companies offer small business email campaign tools; among them, however, Boomerang is alone in approaching email marketing for small business in a customized, tailored way to create individualized email campaigns for clients.