Deliverability Consulting
At Word to the Wise, one of our core values is teaching people. In all of our consulting engagements, we dedicate time to explaining the underlying reasons for our recommendations and ensuring our clients understand the decisions they’re making.
Reaching the inbox is a challenge for many senders. Over the years, marketing strategies have gotten more complex. Instead of sending a newsletter to all subscribers senders, use complicated journeys and segmentations to send the right message at the right time. Many companies have multiple mail flows and use multiple sending platforms.
At the same time as marketing has increased in complexity, email filters and requirements have become more complex. Instead of a few simple, IP reputation filters, there are now complex machine learning engines that look at mail across domains.
Every email you send impacts the delivery of every other email you send.
How does it work?
We don’t have a three-ring binder full of standard solutions – every engagement is different.
For the complex issues we tend to deal with, though, there’s not usually a silver bullet that’ll fix your problem immediately (sometimes there is, and we love it when it happens, but it’s rare).
Engagements will often last three to six months, as we learn about your email programme, capture the email streams you’re sending, fix any technical or authentication issues, interpret your delivery and engagement data, suggest changes and monitor the results.
At the most basic level, we know how to get email into the inbox. This comes from years of on-the-ground experience with email senders, internet and email service providers, and email policy working groups.
With the complexity of filters and marketing sending practices, it can be hard for a lot of senders to know where to start to address deliverability problems. Word to the Wise takes a forensic approach, isolating and analyzing the precise technical and business process issues that occur between sender and recipient. Our engagements don’t just look at one small part of your marketing problem; we take a holistic view of deliverability and filters to identify what is impacting deliverability. Then we offer solutions tailored to our clients’ needs.
Our process gives clients the information and expert guidance they need to resolve deliverability issues for near and long-term success.