New Tool Helps Marketers Use Email Deliverability Data

Email Deliverability is one of the most important, but also one of the most overlooked and misunderstood aspects of email marketing. Just about all RFPs that go out in our industry contain multiple questions about deliverability. Marketers know that getting messages to the Inbox is critical to the overall success of their program.

But, the truth is that most marketers don’t actually understand how to use deliverability data. Oracle Marketing Cloud is excited to announce a new product that will change that. Oracle Marketing Cloud Deliverability Plus is a revolutionary tool that will allow marketers to understand the actual success of their campaigns and how to make those campaigns perform better. [See below for graphic which highlights the benefits and key features of the tool.]

Every 3-5 years the deliverability space sees a major change in the way ISP’s measure and filter messages to their users. The most recent evolution has seen the advent of engagement data taking center stage. Receivers like Gmail have made deliverability a truly individual endeavor. The concept of a “reputation score” no longer makes sense as a measure of deliverability success. Tracking opens, reads, clicks, and inbox placement are the metrics that today are the truly important metrics to monitor. If you can understand where your email actually lands and the interactions that follow, marketers can reasonably estimate true deliverability.

The new Oracle Marketing Cloud Deliverability Plus tools are designed to address the present and future reality of deliverability. The basis for this data is a large balanced panel of actual email recipients. This panel data tracks the real destination of email and the actions taken by those real users. For the first time, you get a real metric that measures the true deliverability performance. Improving your overall email strategy is the surest path to improving deliverability. Engaging and trusted email communications will organically deliverability as customer interactions and interest increase.

Our Competitive Tracker module allows senders to track the performance of their own campaigns. This would be good news on its own, but the tool also allows unlimited tracking of over 50,000 different senders. Imagine tracking and analyzing not only your own sends, but those of competitors and senders which you share an audience with. Those numbers are right at your fingertips. Downloadable reports and creatives for most campaigns are part of the data set. You can track senders at an IP, domain, brand, and company level.

You can set alerts for events, keywords, metric based triggers, and just about anything else you can imagine. The data is accessible in many different formats which can be used in multiple formats. The power of these tools is truly ground breaking in the deliverability space.

Oracle Marketing Deliverability Plus also includes all of the standard deliverability tools. Seedlist testing, pre-flight template analysis, blacklist monitoring, and device analytics are all built into the toolset.

We all want to be better marketers, and increase the metrics that matter to us like ROI, open rates, engagement numbers, and customer retention. If you can’t measure the reality of where your messages land, you can’t get better. How do you know what’s a “good” open rate? You see what others in your space are doing, and learn from their success and failures. It’s time to move beyond guesswork and move into the next phase of the deliverability evolution cycle.

Success begins with knowledge, and the Oracle Marketing Cloud Deliverability Plus tool is the place to start.

Click here for more on email marketing services provided by Oracle Marketing Cloud.

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