5 Secrets to Better Inbox Deliverability

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Post on 08-May-2015

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You can have the best subject line, the most creative copy, a killer call to action, and an amazing offer, but if your emails dont get delivered to the inbox none of that matters. Check out this presentation to discover: Basic email deliverability best practices The pieces of a complete email infrastructure, including authentication and shared vs. dedicated IP addresses How to get and keep a positive reputation with your database ...and much more!

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5 Secrets to Better Inbox Deliverability

5 Secrets to Better Inbox DeliverabilityDJ WaldowDigital Marketing Evangelist, Marketo

Kiersti EsparzaEmail Delivery Strategy & Compliance Manager, Marketo

2013 Marketo, Inc. Marketo Proprietary and Confidential Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential

2013 Marketo, Inc. Marketo Proprietary and Confidential Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Email Deliverability ComponentsBehind the (Magic) CurtainPage # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialThe 5 Secrets 2013 Marketo, Inc. Marketo Proprietary and Confidential Page # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialThe List. The List. THE LIST.Timely, Targeted, Valuable HUMAN EmailsBuild and Earn TRUSTENGAGEMENT mattersSending INFRASTRUCTURE 2013 Marketo, Inc. Marketo Proprietary and Confidential Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Email Deliverability Components

Email Deliverability ComponentsPage # 2013 Marketo, Inc. Marketo Proprietary and Confidential

The List. The List. THE LIST.It starts with acquisition Email Deliverability ComponentsPage # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialProsConsImplicit Opt-InLow effortNo place for a subscriber to drop the ballQuickly leads to a big listConsumer has not asked to receive email communicationsLowest trust and engagementMay be illegalExplicit Opt-InConsumer explicitly requests communicationsNo dropped ballsTime delay between subscribing and first messageRisk of spambotsExplicit Opt-In With WelcomeProvides opportunity to engage and set expectationsIf email bounces, you know to filter out that addressLess effort from subscriber may equal less engagementDouble Opt-In High engagement they really want your emailFilters out spambots

Subscriber may miss confirmation email = lost subscribersThey want your email, asking again might annoy themPage # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPage # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPage # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPage # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPage # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialThe List. The List. THE LIST.Then how you maintain the list.

Email Deliverability ComponentsPage # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Page # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialPage # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialTimely, Targeted, Valuable HUMAN EmailsMarketing Automation!

Email Deliverability ComponentsPage # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialThis really is the power of Marketo. With the tool of Marketing Automation you are able to target your leads and customers based on geography, time, job role, level of activity with your website.17

Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential18Timely, Targeted, Valuable HUMAN Emails

Email Deliverability ComponentsKnow your target market.

When are they checking email?Page # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialThe time that a recipient checks an email could be different by segment of Content Type (newsletter, reminder, alert)19Timely, Targeted, Valuable HUMAN EmailsWhat is the idealemailing frequency?

Email Deliverability ComponentsPage # 2013 Marketo, Inc. Marketo Proprietary and Confidential20

Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential21Timely, Targeted, Valuable HUMAN EmailsDont be afraid to have some fun with your emails!

Email Deliverability ComponentsPage # 2013 Marketo, Inc. Marketo Proprietary and Confidential22Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential23

Build and Earn TRUST

Email Deliverability ComponentsPage # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Build and Earn TRUSTWhat are they signing up for?

Email Deliverability ComponentsPage # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Email Deliverability ComponentsBuild and Earn TRUSTHow often do they hear from you?Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Email Deliverability ComponentsBuild and Earn TRUSTDont forget to say WELCOME!Page # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialWelcome To The Upworthiest. Turn On Your Images And Buckle Your SeatbeltPage # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Build and Earn TRUSTDeliver a great user email experience

Email Deliverability ComponentsPage # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialThe same practices that maintain your sender reputation well segmented lists, authentication, active brand protection can help prevent poor engagement from undermining your deliverability and campaign performance. But you might want to step it up. The bar has really been raised and marketers who are squeaking by with high-volume, low-response programs are going to start to lose out, at least with Yahoo.

34ENGAGEMENT mattersDo your subscribers respond (open, click, convert) to your emails?

Email Deliverability ComponentsPage # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialLast Summer (2012) a number of high volume senders saw their inbox delivery rates drop slightly at Yahoo and after researching this Yahoo reported that poor user response was a cause of bulking.

More recently, Yahoo got some bad press with its customer facing mail changes but Yahoo has been continuing to make back end changes that improves its ability to analyze behavior to determine what users want delivered to their inboxes. Some senders -- even responsible mailers -- may face deliverability challenges if they arent paying attention to who in their list is engaged and who has gone dormant.

Yahoo is definitely not alone in their growing use of Engagement metrics. Microsoft has long incorporated Hotmail (now Outlook.com) user response (Junk/Not Junk, Opens/Delete No Open) in its filtering; Gmail prioritizes email with high engagement into the Primary Inbox.

I was at a conference in October where Gmail, Comcast, Outlook.com and AOL sat on a panel and all confirmed that they were continuing to work on email filtering mechanisms based on recipient engagement.

As top ISPs compete for customers, improving their inbox experience will continue to be a primary focus.35Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential36Page # 2013 Marketo, Inc. Marketo Proprietary and Confidential

Sending INFRASTRUCTUREMarketo handles this so YOU dont have to!Email Deliverability ComponentsPage # 2013 Marketo, Inc. Marketo Proprietary and Confidential38SPFDKIMDMARC 2013 Marketo, Inc. Marketo Proprietary and Confidential Page # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSending INFRASTRUCTURE

Email Deliverability ComponentsShared vs. Dedicated IPPage # 2013 Marketo, Inc. Marketo Proprietary and Confidential40Dedicated IPPage # 2013 Marketo, Inc. Marketo Proprietary and Confidential41Shared IP RangePage # 2013 Marketo, Inc. Marketo Proprietary and Confidential42

Email Deliverability ComponentsSending INFRASTRUCTUREISP RelationsPage # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialBlacklist and internal monitoring43Page # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialBlacklist and internal monitoring44Page # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialBlacklist and internal monitoring45Were in this TOGETHERPage # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialBlacklist and internal monitoring46Question Time!Page # 2013 Marketo, Inc. Marketo Proprietary and ConfidentialSpam Score

Key WordsContent RatioEmail Deliverability ComponentsContentReputationDatabase ManagementInfrastructureAuthentication

Segmentation

SPF RecordsDomain Keys >DKIMDMARC.future?

User PerceptionRelevancy

IP Based ReputationBlacklistsUser Feedback to ISPsUnknown UsersSpamTraps

Domain ThrottlesSending Speeds# of Messages / ConnectionAuthentication Methods

Database MaintenanceAddress Acquisition

Bounce ManagementFeedback Loops from ISPsGrooming Non-RespondersSingle or Double Opt InBusiness RelationshipPurchased Lists

Spam Score

Key WordsContent RatioEmail Deliverability ComponentsContentReputationDatabase ManagementInfrastructureAuthentication

Segmentation

SPF RecordsDomain Keys >DKIMDMARC.future?

User PerceptionRelevancy

IP Based ReputationBlacklistsUser Feedback to ISPsUnknown UsersSpamTraps

Domain ThrottlesSending Speeds# of Messages / ConnectionAuthentication Methods

Database MaintenanceAddress Acquisition

Bounce ManagementFeedback Loops from ISPsGrooming Non-RespondersSingle or Double Opt InBusiness RelationshipPurchased Lists