Insights into the fundamentals & fine-tuning of email deliverability for effective email campaign management from Lyris. Download the complete insights into email campaign management & deliverability at http://landing.lyris.com/email-deliverability-fundamentals-and-refinements-US?source=70170000000j7hO

1. Digital Marketing Brief
Email Deliverability
Fundamentals and
Refinements
Download the Full Guide
Even the most experienced email marketers know that managing
deliverability can be a challenge. In fact, 18 - 22% of emails sent
globally never make it to the inbox. Following a few tried-and-true
guidelines could be all you need to meet ISP expectations,
maximize delivery potential, and minimize the chances your hard
work going unread.

2. Summary
Effective Email Marketing Starts with Optimal Deliverability
Deliverability is a critical factor in the success of email campaigns, so it’s important to manage proactively. How? Fasttrack the fundamentals, and then fine-tune them.
1. Build a foundation for optimal deliverability
Achieving a positive sender reputation is the foundation for optimal email deliverability. Reputation is effectively a
summary of your recent mailing history and sending metrics:
• Does your email generate low complaints?
• Does it get strong positive responses like opens/clicks?
• Do you send to a lot of invalid or inactive addresses?
• If messages deliver to Junk, do your subscribers look for them there and mark them as “not spam?”
2. Maximize deliverability fundamentals
Another way to earn a positive sender reputation is by authenticating your email messages to show that they are
actually being sent from your domain and IP address. To streamline the authentication process, invest in building
and maintaining good relations with ISPs, or work with an email service provider (ESP) that has already established
positive relationships with ISPs.
3. Fine-tune sending practices for even better deliverability performance
Sending to the same subscribers in the same way again and again can quickly lead to marketing email list fatigue. Use
Web and behavioral analytics to get better and fresher data about your subscribers with every campaign you send,
which can help you segment and target them more precisely in subsequent mailings with timely, personalized, and
relevant messages.
Download our guide, Email Deliverability Fundamentals and Refinements, to learn more about getting your emails
into the inbox.
Download the Full Guide
About Lyris Inc:
Lyris (@Lyris ) is a leading global provider of digital marketing solutions that help companies engage with customers
in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize datadriven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver
measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve
marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital
channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ
and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner
with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile
channels. Learn more at www.lyris.com.
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