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BtoB

E-mail deliverability remains major challenge for marketers

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Menlo Park, Calif.—Eighty-two percent of marketers say e-mail deliverability is a challenge for them, according to a study released Thursday by EmailLabs.

The study found that Internet service providers’ and corporations’ filtering systems are the main culprit keeping e-mails from reaching the in-box; 48% of respondents said filtering by ISPs hampers message deliverability, and 45% said filtering by corporations is the problem.

Despite those numbers, only 10% of respondents said they will make delivery their top e-mail priority this year. “While marketers have clearly recognized that they have delivery challenges, they also are not allocating the necessary resources or taking the longer-term steps needed to minimize blocking and filtering of their e-mails,” said Loren McDonald, VP-marketing at EmailLabs, in a statement.

—Carol Krol

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