Introducing the Periodic Table of Email Optimization and Deliverability

September 19, 2019 by Lauren Donovan


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This post was written by Pamela Parker and originally appeared on MarTech Today.

The 2019 Periodic Table of Email Optimization and Deliverability

MarTech Today’s sister site, Search Engine Land, pioneered the highly successful Periodic Table of SEO – a guide to the essential aspects of search engine optimization that debuted in 2011.

Now, we are continuing and expanding our commitment to marketers with the Periodic Table of Email Optimization and Deliverability – a guide that tells you everything you need to know about sending emails that your subscribers want to receive.

Email is one of the most complex ways you can communicate with customers and prospects, given all of the possible ways the recipients might experience your messages – through different mail clients, different ISPs, mobile and desktop, etc. – and all of the possible obstacles between you and your intended recipients.

Each element in this table represents a factor that you need to consider to be successful in email marketing. The elements are gathered into categories based on their relationships to one another, and the categories are designated as related to either Optimization or  Deliverability. Further down on the table, you’ll see Toxins, a designation for practices that can poison your email marketing efforts, and Traps, which you’ll want to be aware of.

Lastly, we’ve used the Experimental category to describe emerging factors that may eventually play a more significant role.

This Periodic Table provides a holistic understanding of the email marketing space as it exists in 2019. The table’s content was authored by Jennifer Cannon, our senior editor, based upon her considerable experience in helping brands deliver impactful emails that reached their intended destination: the inbox.

While digital marketing is indeed an art, it is also a science. We hope this new tool serves as an essential reference for your experiments.

Download the newest Periodic Table now and ensure your email marketing’s on the right track.

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