Monday, October 16, 2006

Provides Marketers and Agencies with a Roadmap to Achieve Optimal Email Performance

NEW YORK, NY (October 16, 2006) – The Interactive Advertising Bureau (IAB) in conjunction with its Email Committee today released the Marketer & Agency Guide to Email Deliverability. This document reviews the definition of email deliverability, provides a perspective on how it has changed, and discusses the impact it has on marketers. This landmark guide addresses the critical issues of how to measure, monitor and resolve deliverability issues, enabling agencies and marketers to increase the overall effectiveness of their email marketing efforts.

Deliverability challenges can cause email messages to be placed in a Junk Mail folder, to be discarded before the recipient ever sees them or to include disabled links and/or images. More than 20%* of legitimate marketing messages are incorrectly identified as spam by server and client level spam filtering. The result for marketers is lower open rates, lower click-through rates, lower conversions, and lower revenues.

"The Marketer & Agency Guide to Email Deliverability is the first comprehensive document that provides marketers with real tangible solutions to improving their email deliverability," said Craig Swerdloff, General Manager, Customer Acquisition Programs at Return Path and IAB Email Committee Chair. "Providing the marketers with a single standard definition of deliverability as well as accurate and timely information around causes of delivery problems and measurement is an extremely important step in solidifying email as a critical performance marketing vehicle."

"We applaud the IAB Email Committee for developing a guide that addresses the challenges marketers face with email deliverability," said Sheryl Draizen, SVP, General Manager. "This release is a clear indication of the committee's continued commitment to providing industry guidelines that help enhance the performance of email as a critical component of the marketing mix."

The Marketer & Agency Guide to Email Deliverability is now available on the IAB website at:

* Beyond Clicks, Opens & Bounces: Metrics that reveal the path to optimal email performance; Return Path (March, 2006)

About IAB:
Founded in 1996, the Interactive Advertising Bureau (IAB) represents over 250 leading interactive companies that are actively engaged in, and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB evaluates and recommends standards and practices, fields interactive effectiveness research and educates the advertising industry regarding the use of interactive advertising. For more information, please visit

About IAB Email Committee:
The Email committee is a forum for email marketing media professionals of IAB member companies whose objective is to support this medium as a valuable channel to advertisers and their agencies. The committee addresses all performance marketing related issues and recommends solutions, standards and educational tools as needed. The committee delivers these objectives through industry research, case studies and stakeholder education.

Email Committee Members

Alexa Wriggins, IDG
Andrew Pancer, About, Inc.
Anita Absey, Return Path
Annette Barnes, Expedia
Kristina Behr, MSN                                               Bennet Kelley, ValueClick,Inc.
Brad Bacon, Weather Channel
Brian Seskin, iVillage, Inc.
Cliff Bates, Walt Disney Internet Group
Craig Swerdloff, Return Path
David Baker,
Eric Budin, Comcast
Erik Kokkonen, CNET Networks, Inc.
Erin Miranda, Weather Channel Interactive
Jeff Brough, TMP Directional Marketing
Jeff Peterson,

Joshua Baer, Datran
Karen Nugent, Vendare Media
Kristen Terzo, GSI Commerce
Kristi Thomas, Verizon
Kristina Behr, MSN
Mai Wah Cheung, Univision Online
Michael Hurt, MSN
Michael Stuart, CondéNet
Michele Frost, Critical Mass
Missy Barnstein,
Ron Nielsen,Vendare Media                                                                 Sarah Lumbard, Washingtonpost.Newsweek Interactive
Sean Quick, Mediaplex
Sylvia Marino,                                                       Talib Morgan, Actuan, LLC
Todd Taplin, Yahoo!, Inc.


IAB Contact
Marla Nitke
Marketing Communications Director
[email protected]