E-mail certification can increase ROI

Share this content:

A good e-mail reputation is not just good manners. It's good for business, according to a new study by Goodmail and Jupiter Research.

The study, called "The ROI of Rendering,” included the responses of 202 senior level e-mail marketing executives, and found that e-mail marketers that use some kind of e-mail certification have an average of 38% more profits than those that do not.

“To begin with marketers that are accepted to send CertifiedEmail are subjected to vigorous standards that take into account the complaint rate,” said Jordan Cohen, Senior Director of Industry Relations at Goodmail.
“But it also allows e-mail marketers to get more sophisticated once they get past the concerns of e-mail deliverability and things like image rendering.”

In addition, the study found that e-mail marketers that use certification see e-mail as a larger part of their overall business.  Among those e-mail marketers who say e-mail drives 3.1%  or more of their company's online sales, 88% use certification, compared to 52% who don't.

“Marketers these days are worried about how to get the most out of this channel,” Cohen said. “Certification is like an insurance policy, when they are trying to get the most out of it.”

The study also shows that marketers using e-mail certification employ more sophisticated marketing tactics. For example, they are more likely to include four images or more in their e-mail templates and employ list segmentation and dynamically-generated content to construct their e-mails.

“E-mail marketers can really focus on being e-mail marketers with e-mail certification and do more A/B testing, more segmentation, do more sophisticated things with images and dynamic content and as a result, naturally with greater sophistication and the greater trust, there are greater conversion rates,” Cohen said.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above