The Major Disconnect Between Email Marketers and ISPs

Tracy Sestili
Apr. 23, 2015 by Tracy Sestili

Over the years it has become evident that there’s a major disconnect between email senders (email marketers) and ISPs on how engagement is measured. There is not one single engagement metric. In fact, marketers are not privy to the metrics that receivers collect and receivers don’t have access to sender data. Where marketers are interested in opens and clicks, an ISP is more interested in complaints, deletes, and spam designations.

As email marketers it is important for us to understand the positive and negative signals an ISP sees as an engagement. For example, if a recipient moves your email from the spam/junk folder to their Inbox, that’s viewed as a positive signal. But if they delete the message without opening or reading it, that’s considered a negative signal.

ISPs want marketers to understand more than just recognizing positive and negative signals. View the abridged slide show below or download our eBook on 9 Things ISPs Really Want Email Senders to Know.

What ISPs Really Want Email Senders To Know


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