E-mail deliverability has become the top concern of e-mail marketers, according to a survey released yesterday by Socketware Inc. at its annual client conference in Atlanta.
Last year, 28 percent of customers using Socketware's Accucast e-mail marketing solution cited deliverability as their top concern. That figure jumped to 68 percent this year.
“With constantly changing ISP regulations and new filtering products entering the market every day, ensuring inbox delivery can be a daunting task,” Socketware CEO Michael Pridemore said.
More than 100 clients were polled, saying that their greatest challenge is having their messages perceived as spam. Still, 84 percent said they increased their use of e-mail marketing campaigns during the past year.
“Companies are recognizing e-mail as a fundamental piece of their overall marketing strategy,” Pridemore said.