Keys to deliverability

Engagement and Relevance: Keys to Email Deliverability

Ashlea Owings Blog, Delivery

The topic of deliverability is pervasive in the email industry and it’s clear that email marketers are facing challenges in this area of their operations. We caught up with email marketing expert Bill Intrater, VP of Strategic Alliances at AdStation, for the answers to questions everyone is asking.

Email, as an industry, seems to be experiencing some troubles with deliverability, but AdStation’s clients have had better success in navigating this complicated landscape. What’s your secret? 
Because AdStation offers a diverse set of email monetization solutions, we have a huge network of deliverability experts, both internal and external, that we rely on to assist in navigating the complex waters of deliverability. Regular collaboration with our partners and consultants has allowed us to continue to effectively support the mailers in our network as changes have occurred around us.

What’s the single most important trend in mailing these days? 
Consumer engagement. Publishers must provide consumers content they’re interested in, and any offers presented to them have to be relevant so that the consumer is engaged and responding consistently.

How has the Internet of Things impacted email marketing?
Knowing how to reach people with the right type of offer based on the device they’re using will continue to be critical as technology continues to develop. With so many options for receiving email messages already available in the digital space — and many more on the way — innovation, flexibility and creativity are all necessities in continuing to thrive within the email marketing space.

At AdStation, our services and offers are optimized to perform effectively, regardless of when, where or how they’re viewed. Every campaign is backed by our response-based database that incorporates demographic and behavioral targeting data — ensuring maximum offer relevance.

What’s ahead for email marketers?
The future of email marketing is in providing users with a combination of highly engaging and interesting content with well targeted, relevant offers so that the value received from the publisher keeps the consumer engaged.

Where are readers most likely to meet you?
AdStation by Adknowledge attends most publisher-centric conferences and shows. Meet myself and our team at Affiliate Summit, ad:tech, DMA, Media Next or Digital Niche this Fall. Or, contact us directly.

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About the Author
Ashlea Owings

Ashlea Owings