eDelivery Tracker


Overview

What does it track?

What intelligence does it provide?

When Should I Use It?

How does it work?

What are the benefits?

Why Pivotal Veracity?

When Should I Use It?
eDelivery Tracker should be used on any type of email communication where successful, timely, and profitable delivery of the communication matters. This obviously includes all marketing communications to your customers whether your goal be to convert, up sell, cross-sell, promote an advocacy program, educate your customers on product benefits, enhance loyalty, etc. Service emails (e.g. order and trade confirmations, customer statements, service alerts) are another critical element in your customer relationships. Service messages typically include information that is critical to your customers – making delivery performance optimization extremely important from a customer satisfaction and ultimately a customer retention perspective.

In addition to customer marketing and customer service messaging, eDelivery Tracker provides vital benefits in other areas as well. Tips and guidance on a few communications you may not have thought of, are included below. There are dozens of use cases for eDelivery Tracker (e.g. evaluating a new Email Delivery Provider or Agency, List Hygiene efforts, Time-Sensitive material, etc.); please contact us if you would like more details on how eDelivery Tracker applies to your particular situation.

Use Case
 Benefits
Acquisition
(applies to renting opt-in lists but tips are also applicable to placing ads in other companies' email newsletters)
  • Verify delivery. Since you do not usually control delivery, request the list owner include your tracking file so you may have an independent 3rd party audit that delivery took place.

  • Confirmation on list quality. Bad delivery performance is an indicator that recipients, ISPs, and corporations have flagged the list owner as a "spammer". Since this impacts your brand as well, test new lists before rolling out to them.

  • Compare delivery performance to other media utilized and make decisions based on a normalized basis across lists.

  • Independent audit in the event of delivery problems; documentation required for requesting credits and/or refunds.
List Management
(allowing others to place ads in or rent your list)
  • Delivery Certification. Easily provide advertisers/mailers an independent 3rd party audit that delivery took place.

  • Assess quality of mailer. If delivery performance is out of line with past performance, this points to the content being flagged as spam. Since opt-outs erode your list asset, consider requiring tests for new mailers.

  • Seeding ensures there is no unauthorized use of your list. This is particularly important if you are using a service bureau or external list management company for delivery.
Email Appends
(appending email addresses to your postal file)
  • Verify delivery. Since you do not usually control delivery, request the append vendor include your tracking file so you may have an independent 3rd party audit that delivery took place.

  • Test quality of append vendor. Email Appends is not an exact science and there is a very real potential that some portion of the appended emails will not be your customers. Since the Append Vendor typically handles the delivery, the following can occur:

    1. Sender-based filters (those that ID the sender of the mail) may be blocking their mail if, for example, users have complained in the past they are being spammed.

    2. Recipients might complain because they have never heard of the company in the email

    3. Append vendor can appended the wrong email address

    4. The "pre-existing relationship" the recipient has with the company is so old or superficial as to be unmemorable (which could be because the append vendor is not enforcing a strict policy on the age of the customer files they permit to be processed).


  • Since sender-based filters, in particular, block the actual sender (in this case the append vendor) versus the company whose name is in the email, tracking delivery gives you insight into the vendor append quality. Before you permit the append vendor to mail the entire matched file, it is important to test first. Why? Because even though sender filters will block the append vendor whose doing delivery, the recipients will also be complaining about you and you may find your company name touted on discussion boards as a spammer and ultimately be added to dozens of black lists. It is not just about the cost per email appended – it is also about the potential cost of your company's reputation.