‘Engagement affects deliverability’ – ‘Experian Marketing Forward’ Blog
Spencer Kollas says, “Earlier this month, I attended the Email Experience Council’s (EEC) conference. Much of the discussion sparked during and after the event surrounded whether email engagement is used by internet service providers (ISPs) to determine inbox placement.
The brunt of the conversation has been inspired by a particularly controversial panel discussion that included four ISP employees (from AOL, Comcast, Gmail and Outlook) discussing this very issue. One attendee, Dela Quist, CEO of AlchemyWorx, took away the idea that engagement (email opens and clicks) is entirely meaningless to deliverability, sparking articles like this and this which support that argument.
As someone who attended the full keynote, I find this alleged takeaway surprising and not entirely accurate. I will say upfront that I am a big believer in engagement’s effect on inbox deliverability, not just at the subscriber level but an overall campaign level as well. What I gathered from the presentation is that traditional senses of engagement (namely opens and clicks) may not have a direct effect on the ISPs’ decision, but the ISPs do consider engagement from a different angle: movement from inbox to the spam box“.
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