DogBytes

If you are like every FuelDog client, you have noticed that it has become substantially more difficult to deliver your email newsletters.  As the amount of spam increases daily (cheap prescription drugs from Canada, anyone?), and hackers out there figure out ways to outsmart spam filters just to be annoying, we have all cranked up our defenses.  Unfortunately, legitimate media groups are paying the price.

That just means that we need to be twice as diligent to keep email a viable, vital medium for delivering content (and selling advertising).  With that in mind, according to the Deliverability Roundtable of the Email Experience Council, if you are like two thirds of companies using email as a delivery medium, you don't have a consistent methodology for tracking delivery or a clear definition of what a 'bounce' is.  According to the study,

...these issues pose a significant, bottom line risk to email marketers who are unable to adequately measure their results, clean their lists, improve their practices and safeguard their reputations because of inconsistent metrics and unreliable or inadequate data.

As FuelDog is constantly muttering under his breath, "it is better to be consistenly wrong, than consistently inconsistent".  This is an example that can impact your bottom line.  Time to take another look at your email methodology and make adjustments for the new business reality.