Being an email marketer requires quite a vocabulary. MBP, IPR, filters, bounces, traps, reputation … huh? These are just a few of the many terms associated with email deliverability. It can be daunting to understand the alphabet soup of the industry, especially if you’re relatively new to email marketing, much less know how to read and interpret various metrics.
Let’s break down these terms one by one:
Unfortunately, running a successful email program isn’t it as easy as clicking the “send” button. There are a number of potential pitfalls for a message from the time it leaves your email platform to the time it arrives in the subscriber’s inbox. You may not be able to avoid all of them, but having a clearer understanding of common terms is a good place to start in navigating the complex deliverability ecosystem.
For more details on these and many other important deliverability concepts, check out our Ultimate Guide to Email Deliverability.
This article originally appeared on Total Retail.
Bonnie is passionate about excellent customer experience. With a background in marketing, merchandise buying, and retail management, she helps companies stay relevant amid the changing digital landscape. Bonnie leads the knowledge and consulting teams at Return Path, the global leader in email deliverability. She is an active Email Experience Council committee member, featured speaker for events, and writes monthly for the Return Path blog and TotalRetail.
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