Reportlet: Retailers Gravitating toward Single Sender Addresses

Deliverability remains one of the hottest topics in email marketing, as evidenced by recent conference session attendance. Marketers are still struggling with relevancy, list hygiene, whitelists, bounce management and the rest. It seems relatively easy to mess up if you’re not careful—especially if you’re trying to grow your list non-organically. And there’s certainly plenty of pressure to grow lists.

To see how well major online retailers have been doing at managing their sender reputations—which is one of the keys to deliverability—we examined the sender addresses used by 95 retailers during the past 18 months. What we found is that a third of them used more than one email address to send their core email marketing campaign during the past 18 months.

This 6-page reportlet examines the reasons behind the address changes, the strategy of sending welcome emails from a separate sender address, and examples of retailers notifying subscribers of upcoming sender address changes.

Visit the eec’s Whitepaper Room to download “Retailers Gravitating toward Single Sender Addresses,” which is free or discounted for eec members and available for a nominal charge to non-members. Not a member? Learn more about becoming a member of the Email Experience Council.

Other related research from the Email Experience Council:
The State of Email Metrics and Bounceback Management (available in the Whitepaper Room)
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