Lovely event as usually! Very convenient method to keep up with what happens in Eloqua world, and what I should be reviewing when I find time 
We looked at Eloqua Engage (and some of us dreamed about those wonderful time when maybe our sales organizations would be able to enjoy it too ). Engage replaces Elmo and is no longer dependent on one in-house email system (Outlook), but can be used through multiple email clients the company can have.
…and deliverability…
- deliverability is based on the sender score more than on any specific email content attributes
- complaints is major reputation input
- many email addresses go bad over a year (particularly in b-to-b – I think I read up to 30% of the list)
- If you want to re-engage an old list, start slowly to avoid high bounce and complaint rate
- spam block can result in a soft bounce
- Email volume should be steady – spikes and irregularities can raise attention of spam filters
- “Snowshoeing” - spammers changing IPs
- List management is important for deliverability oh oh – oh yes…
- List needs to be engaged – remove non-responders (who could have become SPAM traps) regularly
- Old address becomes dangerous after 6 months, unusable after a year
- Content is still important, but not as much. HTML is more important than copy. Use clean code!! No multimedia should be included (what is obvious)
- Postini is legendary picky and also very secretive
I wonder how many companies just don’t have time/resources to look at deliverability… My guess quite a few. From another side, deliverability intricacies become more and more complex…
