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

 

Related Content

Back to School Shopping: Tips for Successful Email Campaigns

Learn how to increase the effectiveness and responsiveness of back-to-school shopping email campaigns by segmenting your audience.

read more

How Celebrity Endorsements Can be Used in Marketing Emails

Learn about the top 3 most effective ways brands can use celebrity endorsements in email marketing to engage with customers.

read more

The Importance of Email File Size

Rebel's guide to email file size outlines the maximum sizes for HTML files, external assets, and fully loaded email size.

read more

Get started and start sending

Try SparkPost and see how easy it is to deliver your app’s email on time and to the inbox.

Try Free

Send this to a friend