Listrak Publishes Whitepaper on Email Deliverability

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"Don't Be Left Out of the Inbox: Email Deliverability Tips for Every Stage of the Customer Lifecycle" features updated, expanded Information from Listrak's widely referenced "Email Deliverability: Six Steps to Maintain a Positive Reputation in 2010" whitepaper

Listrak, an innovator of eCommerce email marketing solutions, recently released a whitepaper, “Don’t Be Left Out of the Inbox: Email Deliverability Tips for Every Stage of the Customer Lifecycle.” The whitepaper reports on the analytics that must be monitored in order to ensure deliverability, as well as top ten tips for reaching the inbox.    

The whitepaper features updated and expanded information from Listrak’s popular 2009 whitepaper, "Email Deliverability: Six Steps to maintain a Positive Reputation in 2010," which is still frequently referenced by deliverability experts.

The whitepaper cautions, that although it is tempting for eCommerce retailers to focus on the conversions and revenue analytics associated with their email marketing efforts, it is essential to closely monitor bounce rate as well. Bounce rate, the whitepaper reports, is tied directly not only to lost revenue, but also to sender reputation, which can adversely affect future deliverability.

The paper cites statistics showing that spammers actually do a better job at getting their emails into the inbox than legitimate marketers whose recipients have opted-in to receive their email communication. The whitepaper goes on to reveal the factors that ISPs consider to determine sender reputation and outlines the responsibilities that senders have and what they should look for in an email service provider in order to maintain a good reputation and reach the inbox.

In the whitepaper, Listak also outlines the top ten tips that senders can follow to get their emails into customers’ inboxes at every stage of the customer lifecycle. The tips include acquisition and design best practices, engagement strategies, deployment advice and more.

Expanding on the challenges email marketers face that are explored in the whitepaper, Listrak Chief Privacy Officer James Koons recently writes, “During M3AAWG’s 27th General Meeting, I learned that many of the major inbox providers have adopted a new algorithm that will calculate deliverability based on a combination of the original email delivery rules such as CAN-SPAM compliance, as well as some new email engagement factors. These factors include open rates, clicks, unsubscribes, and complaints. Because these new recipient behaviors are now factored in to the deliverability equation, future emails that you send may be considered SPAM or may not be delivered at all. This could occur with subscribers who have previously opted-in to receive your emails. Also, if enough recipients click the SPAM button, most email providers will assume that no one else wants it either.”

Listrak’s ”Don’t Be Left Out of the Inbox: Email Deliverability Tips for Every Stage of the Customer Lifecycle” whitepaper may be downloaded here.

About Listrak

Listrak is an email marketing solutions provider that works with online retailers to drive revenue growth, profitability and increase the lifetime value of customers. Founded in 1999, the company’s solution suite boasts analytics technology that enhances campaign performance, shopping cart abandonment solutions that help recoup lost revenue, post purchase solutions to increase lifetime value, seamless integration across multiple platforms, as well as email, mobile, sweepstakes and more. Listrak has more than a decade of email marketing experience and works with leading U.S. online retailers, including Deb Shops, Waterford, Ten Thousand Villages, Swell, Vintage Tub and La-Z-boy. For more information, visit

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Donna Fulmer
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