The Email Marketing Periodic Table: Manage deliverability and optimization like a scientist
This new resource gives marketers insights into the building blocks for good campaigns.
Email has long been one of the most reliable marketing channels for getting your messaging in front of your customers. Whether it’s content in the form of a weekly newsletter, a personalized promotion or an important account update, marketers need to trust that their message will be delivered and that they’ve optimized those messages to get maximum engagement. That is why MarTech is releasing today an updated Email Marketing Periodic Table that tells you everything you need to know about sending emails that your customers want to receive and that inboxes won’t block.
Because email is one of the most complex ways you can communicate with customers and prospects – through different mail clients, different ISPs, mobile and desktop, etc. – there are a lot of obstacles that can get between you and your intended recipients.
Each element in this table represents a factor that you need to consider to be successful in email. 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 category for practices that can poison your email marketing efforts, and Traps, which you’ll want to be aware of falling into.
This updated Email Marketing Periodic table adds a few new elements and a new category, Compliance, that addresses recent and ongoing developments tied to state laws, inclusion and more. We have also changed our language to refer to safelists and blocklists, terms which are inclusive and respectful to all.
Digital marketing is indeed an art, but it is also a science. We hope this tool serves as an essential reference for your experiments.