Interactive Advertising Bureau (IAB) releases Marketer & Agency Guide to Email Deliverability

[Tags: interactive pr, pr, email marketing]. The IAB has released what looks like a very useful document in the Marketer & Agency Guide to Email Deliverability. Their site claims:

"This document reviews the definition of email deliverability, provides a perspective on how it has changed, and discusses the impact it has on marketers. [It] addresses the critical issues of how to measure, monitor and resolve deliverability issues, enabling agencies and marketers to increase the overall effectiveness of their email marketing efforts.

"Deliverability challenges can cause email messages to be placed in a Junk Mail folder, to be discarded before the recipient ever sees them or to include disabled links and/or images. More than 20%* of legitimate marketing messages are incorrectly identified as spam by server and client level spam filtering. The result for marketers is lower open rates, lower click-through rates, lower conversions, and lower revenues."

The Marketer & Agency Guide to Email Deliverability is available on the IAB website at: www.iab.net/emaildeliverability (PDF).