Join our Email Marketing Academy and leave the competition behind! You’ll get exclusive interviews with top email marketing experts, starting with “Unravelling Best Sending Practices” with Marcin Luks, GetResponse Email Deliverability Specialist.
Please explain your role at GetResponse?
Put simply, I ensure that our clients’ emails reach their subscribers’ inboxes. In practice, apart from maintaining
relationships with ISPs (like Yahoo, AOL, Hotmail or Gmail), it means constantly teaching clients how to keep up with the Best Sending
Practices, because each and every client contributes to GetResponse’s reputation as a whole.
How important is deliverability for a Email Marketing service like GetResponse?
To be reliable for our customers, we need to ensure that the number of received emails is as close to 100% of those sent as possible.
Deliverability is like a litmus paper of reputation. If a certain client conducts email marketing which might be considered as
spammy, it influences not only his own deliverability, but also that of other users.
Why do people try to spam?
Because they don’t understand their relationship with their subscribers. In reality, it’s an agreement: ‘I am joining because I want to
receive relevant content relating to my interests and expect you to respect me and my time.’ Spamming is treating subscribers
just as a list of prospects, not real people.
Is it getting harder to spam?
ISPs are developing new technologies to guard inboxes from unwanted content and spam filters are getting more and more sophisticated.
We also monitor our system daily in search of abusive behavior, so yes, it is getting harder. But it’s an ongoing battle all the time.
How is GetResponse improving its deliverabilty?
Apart from technological issues, like authentication or whitelistings that we take care of, deliverability is all about what, how and how often
our clients are sending. That is why our role is to teach our clients how to be responsible email marketers. We just share our knowledge, which is built on experience and multiple industry initiatives that we are a part of.
Email Marketing – GetResponse