“Engagement” is fast becoming the most-used word among email experts, rivaling utterances of “relevance.” Engagement has jumped to the forefront due to recent announcements by major ISPs that they will begin using engagement metrics as a method for determining inbox placement. This doesn't minimize relevance; it actually makes it even more important.

While most b2b marketers don't work with the major ISPs directly, most spamware programs used by IT organizations eventually adopt the algorithms that the ISPs use. You may as well get in front of it now.


 

Tags: Elka Karl

Categories: Blog

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