According to a recent story by e-consultancy, a recently launched, email-based magazine targeting teens has folded after just 20 weeks. Though the UK-based magazine’s brass said that no discernable business model could be found, leading to the magazine’s demise, outsiders say it was really a problem with deliverability that killed the publication.
It appears the magazine, Jellyfish, was having difficulties with hotmail. More specifically, emails featuring the magazine never made it past hotmail’s filter, essentially cutting off a very wide segment of their audience. Even those who wanted to receive the emails – and specified that they did – never got them or found them in the spam file.
The core issue, of course, is testing. Had Jellyfish taken the time to test their email campaign across a broad range of email programs, they could’ve nipped this problem in the bud with Hotmail and moved forward.
The moral of the story is this: if you’re going to launch a major email-based campaign, test, test and test away first. Even if you have to create yahoo, gmail, hotmail and other types of accounts specifically for testing, do so. It’ll be worth it in the end.
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