IAB Begins Addressing E-mail Deliverability

The Interactive Advertising Bureau (IAB) has issued a set of guidelines for e-mail marketers to identify and resolve deliverability issues.

The report, issued by the IAB's Email Committee, attempts to help marketers identify and address variables that impact deliverability, according to Jayne Dow, director of membership and committees at the IAB.

"Our goal with this effort, as with our other committees, is to provide clarity and address the barriers in the marketplace," Dow told ClickZ. "We wanted to begin to define what deliverability is and help marketers and agencies improve their deliverability rates."

The document defines deliverability as "the ability of an email marketer to consistently delivery [sic] email to recipient's inbox with full HTML of [sic] Text functionality as indicated by the recipient in his/her preferences." It does not provide a formula for a measurement standard that should be used to identify a delivered message, as the IAB has done with other metrics.

"At this point, it's about creating a common vernacular so everyone is on the same page," Dow said. "The real challenge is creating an apples-to-apples comparison, and this is the first step in giving agencies and marketers a tool to do that."

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Source - Clickz

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