ClickZ: Tips to Beat the Odds for Address-Book Addition

By Stefan Pollard, ClickZ, Mar 11, 2009

Your e-mail recipients are ready, willing, and able to whitelist corporate e-mail senders, but your chance of reaching the winner’s circle is about one in four, according to a new study of consumer e-mail behavior and perceptions.

Database marketing agency Merkle’s “View from the Inbox 2009” study shows recipients will take steps to make sure the e-mail they want gets delivered to their inboxes, but not every sender qualifies for preferential treatment.

How can you boost your chance of scoring inbox placement? Relevance and frequency still matter. Giving recipients ample opportunity to whitelist your sending address doesn’t hurt, either.

First, a few statistics from the Merkle report:.. read on…