R.O.A.D. is a tool for planning analysing and reviewing email marketing programmes.

Developed by the experienced email marketing consultants at Emailcenter, R.O.A.D. is a framework that encompasses what we believe are the 4 key elements needed to run a best in class email marketing programme:

• Relevance
• Optimisation
• Analysis
• Deliverability

One of my main responsibilities at Emailcenter is ensuring we offer our clients the very best delivery rates into the inbox.

Today it is no longer the case that the content of an email determines whether it is junked or not. It is now the reputation you have as a sender with the receiving ISP or filter that is important.

Why is reputation important? Well it’s because you can change content to bypass content filters (think of the shift in spammers technique from Viagra to V1agra) but you cannot fake your reputation.

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