12 ways to better christmas email deliverability

Download 12 Ways to Better Christmas Email Deliverability

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Learn 12 of the most common points of failure that retail email marketers encounter when it comes to email deliverability and campaign optimization over the holiday season.

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  • 1. 12 Ways to Better Email Deliverability Tom Sather Sr. Director, Research Return Path @tom_sather @returnpath
  • 2. The Global Leader in Email Intelligence Over a Decade of Email Expertise Worldwide leader in email intelligence 400+ dedicated email professionals Offices in New York, Denver, San Francisco, Toronto, London, Paris, Hamburg, Sydney, and Sao Paulo Proven Data Infrastructure More than 2.5 billion inboxes supported by our certification program 26 million IPs scored daily by Return Path Nearly 300 ISP partners globally Delivering Measurable ROI Over 13 years of shaping and driving the email ecosystem Serving over 2,000 leading brands across retail/eCommerce, publishing, social media and financial services sectors
  • 3. #1 Your Email Goals Hinge on One Thing
  • 4. Increase same store foot traffic Reduce customer churn Increase customer engagement Increase reach by 10% Increase sales 30% Increase social media followers by 20% Email Marketing Goals and Objectives: What are yours?
  • 5. 83% How much email worldwide is delivered to the inbox, called the Inbox Placement Rate
  • 6. Delivered Inbox
  • 7. Content 1. Text 2. Images 3. Links 4. Offers 5. Call to action 6. A/B testing 7. Spam words 8. Spelling errors 9. Image to text ratio 67 Reasons Why Your Email Wont Be Effective Delivery Plan 21. Cadence 22. Frequency 23. Volume () Engagement 63. Unread 64. Delete unread 65. Unsubscribe 66. Complaints 67. Feedback loops List 10. Signup 11. Data 12. Spam traps 13. Welcome 14. Segmenting 15. Aging 16. Hygiene 17. Spam laws (+) Engagement 51. Reads 52. Opens 53. Clicks 54. Shares 55. Priority Inbox 56. SRD data 57. TINS Reputation 27. ISP criteria 28. IP History 29. White lists 30. Black lists 31. ESP reputation 32. Shared IP Security 24. Spoofing 25. Phishing 26. Spam Bouncing 39. Unknown address 40. Undeliverable 41. Mailbox full 42. Auto reply Authentication 33. SPF 34. DKIM 35. DMARC Blocking/Missing 36. Bad seed data 37. ISP Firewalls 38. Unknown user rate Filtering 43. Classification 44. Automatic 45. Personal 46. Graymail Competition 47. Similar offers 48. Social updates 49. Notifications 50. Changing interests Rendering 58. Tagging 59. Images on 60. HTML errors 61. Email clients 62. Mobile devices Infrastructure 18. MTA 19. IP Address 20. DNS
  • 8. Key Takeaway If youre not reaching the inbox, youll never have the confidence that your email strategies were a success or failure.
  • 9. #2 Hes Checking His List and Checking it Twice
  • 10. Your Reputation Tells Email Providers if Youre Naughty or Nice List Hygiene Complaints IP Permanence Engagement Message Quality Infrastructure
  • 11. But how do I know what my sender reputation is? www.senderscore.org
  • 12. High Sender Score = High Inbox Placement Rate Source: Return Path 2012 Sender Score Benchmark Report
  • 13. Key Takeaway Every business that sends email has a reputation score. Understand the factors influencing yours.
  • 14. #3 Manage Complaints
  • 15. Subscriber complaints can cause major reputation issues
  • 16. Analyze Complaints for Trends 49,112,414 144,446 0.29% WEEKDAY SENDS COMPLAINTS COMPLAINT RATE SUNDAY 6,133,897 13,000 0.21% MONDAY 5,744,281 20,758 0.36% TUESDAY 7,386,666 20,538 0.28% WEDNESDAY 5,854,336 28,293 0.48% THURSDAY 7,361,944 26,942 0.37% FRIDAY 8,753,814 19,822 0.23% SATURDAY 7,877,476 15,093 0.19%
  • 17. Key Takeaway Managing subscriber complaints is more than just signing up for feedback loops. Analyze complaints for trends based on date, time, vintage, source and demographics.
  • 18. #4 Avoid sending to these three email types
  • 19. The Facts: Unknown User = Email address that has been abandoned and is no longer is use Mailbox Providers tell you when you send to an Unknown User via a message they return (bounce code) Remove Unknown Users immediately Indicator of poor data practices Risk of being Blacklisted #1 Unknown Users
  • 20. Reputation Impact
  • 21. The Facts: Spam Trap = Addresses created to identify poor data practices 2 Types Recycled Pristine Risk of being Blacklisted Aged or Inactive data is primary source of traps #2 Spam Traps
  • 22. Reputation Impact
  • 23. The Facts: Active = Email recipients who regularly open, click, convert on emails received Inactive = Email recipients who have not taken any action on emails received for some time - often the source of complaints or spam traps #3 Inactive Recipients
  • 24. Best Practices: Quarantine new data send a Welcome Message Make it easy for customers to update their information Send to permission-based lists Email your list regularly Consider utilizing an email list hygiene vendor Monitor the age and activity of your data re-engage and/or remove inactives List Quality
  • 25. The Facts: Your subscribers are not homogeneous Subscribers behave differently at different points of the lifecycle within every email program Segmentation helps break a large file into more manageable chunks Segmentation makes analyzing campaign performance, targeting specific content, and increasing customer engagement easier Using segmentation to clean your email list
  • 26. Segmentation Ideas Consumer Type Source Recent Activity Recent Graduate Home Page Opens Retired In Store Clicks Married with Children Banner Ads Website visits Married with no Children During online purchase Site Login Single Search Purchase
  • 27. Key Takeaway Email providers look at active users from a different perspective, mainly asking is this a real account? Are they actively logging in and exhibiting behaviors of a real person? A win-back and reactivation strategy is key to a healthy and engaged list. Subscribers rescuing your promotional email from spam sends a strong signal to filters that your email is wanted.
  • 28. #5 Track Engagement
  • 29. Its All About Engagement Email Engagement Opens Clicks Shares Purchases Inbox Engagement Regularly logs-in Reads and sends email Files email TIS/TINS
  • 30. ACTIVE VS. INACTIVE MAILBOXES MATTER MORE
  • 31. This is Not Spam Rarely used, But Highly Trusted
  • 32. This is Not Spam and Deliverability Source: 2013 Return Path TINS Report
  • 33. Key Takeaway Email providers look at active users from a different perspective, mainly asking is this a real account? Are they actively logging in and exhibiting behaviors of a real person? A win-back and reactivation strategy is key to a healthy and engaged list. Subscribers rescuing your promotional email from spam sends a strong signal to filters that your email is wanted.
  • 34. #6 Keywords and Spam Filters
  • 35. FREE!!! Only $ Save Save up to Save $ Sale Trial Deal Gift Certificate When writing subject lines, most marketers think they need to avoid
  • 36. But Avoiding These Keywords is Mostly a Myth
  • 37. BAD_CREDIT HTTP_ESCA