Every marketer and business owner is interested in knowing if their marketing messages are reaching their target audience. Did it make it to the Inbox? Get caught in a spam filter? Get filtered out before even making it that far? Knowing where the message lands is the essential metric to measure email deliverability, but it doesn’t fully measure delivery effectiveness.
Knowing when the email reaches the target audience is also important. Product launches, promotional campaigns, feature enhancements, and fix releases all require time sensitive delivery to a target audience. Just recently we had a client that ran a short promotional sale and sent out multiple emails announcing it. The problem was that a major email service provider – one that involved nearly 10% of their distribution list, deferred their email campaign by 24 hours due to some email content issues. Only a portion of the company’s target audience received the limited time promotion and the effectiveness of the promotion was hurt badly. Customers that received the email late were confused and frustrated.
Each email provider handles delivery differently, but holding and deferring bulk email delivery is one method we have seen often. From the data we have collected, Yahoo appears to use this method the most often.
This is one of the reasons we feel duration tracking is critical and something we have included in every level of the Mail Monitor suite of email deliverability tools. Below is a screenshot showing the data provided.
The duration report breaks down the length of time between the first and last email received by email provider and email campaign.
Next time you evaluate your email deliverabilty, don’t forget to check delivery duration.