At the close of 2010 in the year 2010, Direct Marketing Association (DMA), TouchBasePro and Email Connection published their Bulk email deliverability report South African 2011. The report is vital for the majority of South African enterprises that make use of email marketing, which despite its declining popularity, remains incredibly efficient. The report states that about 20 percent of money for marketing through email is wasted i.e. it isn’t getting through to recipients

Cordell Brewer director of TouchBasePro says that the problem is due primarily to the poor reputation of domain names which means that emails do not make it through spam filters. A report on SA media and the marketing news site Bizcommunity provides data taken from Europe, Asia and the US where it is found that 14 to 20% of marketing email messages fail to pass spam filters. Brewer believes similar results can be observed within South Africa. South African market.

Email marketing is popular because it’s inexpensive and effective. US data show how email marketing can be the best and most efficient type of direct marketing offering double or even triple the return on investment over other indirect marketing techniques. To be efficient and get the maximum ROI, email marketing must first be able overcome the obstacles and get to the right people. In the end there are a lot of best practices that are recommended for internet-based marketing. This report Bulk email Deliverability Report outlines 10 of the most effective practices:

1.) Enhance the data collection process and verify the history of opt-ins: Certain spam detectors evaluate the sender’s reputation based on the quality of their email software. Make sure you record proof of opt-in date, email acquisition, and dates of every email campaign. You should also examine results and irregularities closely.

2.) Control expectations and the relevance to lower complaints: subscribers must know the exact purpose of signing up for If they can, they should also be offered the option of choosing which method they prefer to receive details – either in plain text, whether daily or weekly. The information that is relevant should be simple and clear and at the top of the page of registration.

3.) Refusals and unsubscribes: Subscribers must be offered the choice of changing their preferences. The tastes and requirements change, and what was once thought to be important news may now be considered spam before your emails are reported as spam and you should instead provide your subscribers with an easy way to remove themselves from your emailing list. Unsubscribe links must be clearly visible. If you are having issues in being classified as spam, you should place your link near the highest point of the page, where it will not be overlooked.

4.) Examine to see if there are inactive users for Spam traps: These are either fake email addresses or ones that have been abandoned which are designed to detect spam, and is not considered to be spam. Certain spam filters can find spam traps in your database of email addresses and decide to stop you from receiving emails as a matter of fact.

5.) Be aware of your sender’s rank and the blacklists: This is the primary aspect that affects the acceptance of your email. ISPs often employ external companies to verify the reputation of their senders. It’s an excellent idea to sign up with these organizations to gain an understanding of how your emails are seen. Make sure you check regularly to ensure that you’re not listed on any blacklisting operator’s website.

6.) Utilize the system that is working for the way you want to work: This means that you can manage your email marketing internally or outsource the task. If you choose to outsource, make sure that you choose a reputable firm, and if you manage it internally, ensure you’ve got all the necessary tests and systems in place to remain in the clear of your spam filters.

7.) Conduct pre-broadcast test: This involves testing for issues with delivery and formatting issues. It’s also essential to track the delivery rate of your inbox.

8.) Certification: certification schemes verify the credibility of email providers and help campaigns get blocked by the spam filter. It is important to note that certification does not assure you that your message will get to the inbox, you have to still leap through hoops and adhere to other standards of best practice.

9.) Whitelisting manually: This is the process of analyzing the patterns of delivery and finding out the areas where the issues always occur it is easy to need to build an email list and go through it to get your business removed from the list of spammers.

10.) Build your name slowly: This requires time, patience, as well as adhering to the best practices.