The Role of Content in your Emails

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The content of your message is a primary factor in deliverability, specifically inbox placement these days. Things that could be impacting this are the links in your email message, the number of links in your message, the overall content, and the HTML content and formatting. If you are not sure which one of these factors is keeping your emails in the spam folder, then try tweaking your message a little bit each time until it gets to the inbox. Remember, different ISPs take into account the quality of the “mailboxes” as well as the data going into it.

Technology Business

THE ROLE OF
CONTENT
IN YOUR EMAILS.
(HOW MESSAGE CONTENT IMPACTS EMAIL
DELIVERABILITY)
PRESENTED BY HEATHER SEITZ

© Copyright 2014 – EmailDelivered.com & Marketers Publishing Group, Inc.
RULE:
A primary factor
in whether your
email hits the is
message
content.

© Copyright 2014 – EmailDelivered.com & Marketers Publishing Group, Inc.

© Copyright 2014 – EmailDelivered.com & Marketers Publishing Group, Inc.
NOTE:
This includes link to images in your messages,
if you’re using HTML!

RECAP.
THINGS TO TEST
FOR INBOX
PLACEMENT
1. The actual links in your
email messages.
2. The number of links in
your email messages.
3. Overall message
content
4. HTML content and
general formatting.

THE ROLE OF CONTENT IN
INBOX PLACEMENT
Learn more about how product
launches impact your email delivery:
http://www.emaildelivered.com/role-
email-content.
Remember to sign up for the FREE
Email Delivered Pulse newsletter for
email articles, tips, and resources for
email marketers.
http://emaildelivered.com/subscriptio
ns/pulse-subscription-center.
© Copyright 2014 – EmailDelivered.com & Marketers Publishing Group, Inc.

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A memorial lecture and debate on Centenarians and the Oldest Old The ILC-UK was saddened last summer, by the loss of Dr. Robert N. Butler, founder of the first International Longevity Centre in the United States and Pulitzer prize-winning gerontologist. His invaluable contribution has changed the approach and research on ageing and longevity. In tribute to Dr Butler, ILC-UK organised a memorial lecture and debate, in partnership with Age UK and the Joseph Rowntree Foundation, on Centenarians and the Oldest Old. In 1911 there were just 100 Centenarians living in England and Wales, a figure which grew to 9,000 people in 2006 and represented a 90-fold increase over the previous 100 years (Dini and Goldring. 2008). There was a fourteen-fold increase in male centenarians and a 23-fold increase in female centenarians over the last 50 years of the twentieth century (Dini and Goldring. 2008). The number of people aged over 100 is expected to nearly double between 2030 and 2035, when it is projected there will be 97,300 centenarians in the UK. It is then expected to more than double again during the next decade, to stand at 202,100 by 2045. (DWP/ONS December 2010). The ONS estimates that by 2066 there will be at least 507,000 people in the UK aged 100 or over, including 7,700 super centenarians who are aged 110 or over. By 2080, there may be 626,900 people aged over 100. 21,000 of these will be over 110. (DWP/ONS December 2010). Even the conservative estimates for the growth in the number of the oldest old will have a significant impact on services. Yet whilst policy makers seem aware of the growth in the number of people living to 100, there has been little or no explicit exploration about the impact of the growth in numbers of oldest old on public policy. Professor Tom Kirkwood, Associate Dean for Ageing at Newcastle University gave the Lecture. The ILC-UK presented early findings of work for Age UK on the oldest old. Agenda from the event: 16:30 – 16.35 Welcome and introduction from chair Baroness Sally Greengross, Chief Executive, International Longevity Centre – UK 16.35 – 17.20 The Robert Butler Memorial Lecture by Professor Tom Kirkwood, Associate Dean for Ageing at Newcastle University. For a copy of Professor Kirkwood's slides please email events@ilcuk.org.uk 17.20 – 17.30 Centenarians and the Oldest Old, ILC-UK David Sinclair 17.30 - 17.35 A personal contribution on the life of a Centenarian Noreen Siba 17.35 – 17.45 First telegram at 110? The implications of longevity Dr Matthew Norton 17.45 – 17.55 'What older people want and value in life?' Joseph Rowntree Foundation Ilona Haslewood 17.55 – 18.25 Panel and Audience Debate 18.25 - 18.30 Close

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We held an event to launch SOS 2020, supported by Aviva and Ernst and Young. This event was kindly sponsored by the Institute and Faculty of Actuaries (IFoA). Last week the OBR Fiscal Sustainability Report noted that "public finances are likely to come under pressure over the longer term, primarily as the result of an ageing population. Under our definition of unchanged policy, the Government would end up having to spend more as a share of national income on age-related items such as pensions and health care, but the same demographic trends would leave government revenues roughly stable." But whilst there is greater awareness of the fiscal challenges of ageing, there has been little progress in addressing an overarching plan to address the challenges. ILC-UK is launching SOS 2020 to begin to identify costed solutions to the fiscal challenges of ageing. The House of Lords Select Committee on Public Service and Demographic Change, in its 2013 report “Ready for Ageing”, began by saying “the UK population is ageing rapidly, but we have concluded that the Government and our society are woefully underprepared.” SOS 2020 is a major new programme of work led by ILC-UK which will raise awareness of the need to adapt our economy and society to the big strategic challenges posed by an ageing population. SOS 2020 will outline the specific policy measures needed to achieve this goal. It will illuminate the issues that face us and develop fully considered and costed solutions that will act as a “call to action” to policy-makers and politicians. Above all SOS 2020 aims to raise national and international awareness of problems and possible solutions in which we all have a vested interest. In an increasingly interdependent world, there is a need to look beyond national shores for arguably collective consensus and joint solutions. SOS 2020 will give us the opportunity to do this. ILC-UK launched SOS 2020 with specific projects exploring retirement income sustainability and healthcare sustainability. This launch event gave delegates an opportunity to feed in their thoughts on how to ensure our public policy maximises the opportunities of our ageing society.

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At the end of February 2012, ILC-UK, with the support of Partnership, published a report which explored the impact of the Retail Distribution Review (RDR) on people with small pension pots. Whilst the report supported the principles of the RDR, it expressed worries about the creation of an ‘advice gap’ where the poorest and least well-off pensioners might fail to receive critical financial advice. Since the publication of the report, Government, the FSA and HM Treasury have taken forward a number of positive policy initiatives, some of which addressed some of the issues in the ILC-UK report. The ABI has developed a new code of conduct for members which will support the consumer to take the open market option. The DWP has been developing “operation big pension pot”. And the FSA has published guidance on simplified advice. However, the problems highlighted in the ILC-UK report are far from solved and there remain a number of immediate challenges. The combination of the end of compulsory annuitisation, the introduction of the RDR, the growth in the number of small pension pots and the introduction of auto enrolment will require further policy action in the short term, and certainly before 1 January 2013. This summit was convened with a view of creating a policy consensus to tackle the challenges ahead. Following the Summit, ILC-UK will publish a report which sets out the recommendations which emerge from the event. The Retirement Income Summit focused on three specific themes. Senior representatives from Government, industry and consumer organisations debated Post RDR financial advice may be beyond the means of the average person. How can we fill the advice gap? People with average sized pension pots are entitled to reasonable outcomes. How can we improve the pensions annuity process for the consumer and industry? Good regulation protects the consumer but it must not inadvertently damage the potential of products and services to increase pensioner income? How can we ensure that the length and complexity of communications required by legislation does not damage communications?

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Launch of ILC-UK Factpack, Ageing, longevity and demographic change, Supported by Legal & General his important briefing event, for journalists and senior policy-makers and opinion formers, set out the latest evidence on longevity and explore the extent to which government and business (financial services industry) is responding to the challenges. We will consider the extent to which longevity is influencing government and business decisions and how media and policy-makers can help to ensure that important longevity issues are taken into account. For example, the Government has set out plans to increase the state pension age to 66 years from 2018, and 67 years from 2026. They have also announced plans to automatically link state pension age with increased longevity. Whilst the driver of change has partly been the need for Government to cut spending and make fiscal savings, there is also a recognition that people will be spending an increasing proportion of their lives in retirement. Although we may be living longer on average, many are likely to be doing so in poor health. In parts of the country life expectancy is much lower than the UK average. In addition, on 26th June the Government will announce its latest spending review. The impact of future spending demands of an ageing society will undoubtedly influence this review so the event will consider the extent to which Government’s current spending priorities have adequately taken into account long term demographic change and how the private sector can contribute. The event took place just after the launch of the latest Office of Budget Responsibility fiscal sustainability report which set out the long term impact of ageing on fiscal sustainability. In its 2012 report, the OBR said; “The public finances are likely to come under pressure over the longer term, primarily as a result of an ageing population.” ILC-UK launched a new factpack, Ageing, longevity and demographic change, which has been produced with the support of Legal & General. The factpack will help those with an interest in population ageing and longevity to quickly access key, relevant statistics. Speakers: Baroness Sally Greengross, ILC-UK; Kerrigan Procter, Legal & General; Joseph Lu, Legal & General; Professor Les Mayhew, Cass Business School; Professor Michael Murphy, London School of Economics; Tim Gosden, Legal & General; David Sinclair, ILC-UK.

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