5 secrets to better inbox deliverability
DESCRIPTION
You can have the best subject line, the most creative copy, a killer call to action, and an amazing offer, but if your emails don’t 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!TRANSCRIPT
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
5 Secrets to Better Inbox DeliverabilityDJ WaldowDigital Marketing Evangelist, Marketo
Kiersti EsparzaEmail Delivery Strategy & Compliance Manager, Marketo
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
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Email Deliverabili
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Behind the (Magic) Curtain
The 5 Secrets
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
1. The List. The List. THE LIST.
2. Timely, Targeted, Valuable HUMAN Emails
3. Build and Earn TRUST4. ENGAGEMENT matters5. Sending
INFRASTRUCTURE
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Email Deliverabili
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Email Deliverabili
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The List. The List. THE LIST.
It starts with acquisition …
Email Deliverabili
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Pros Cons
Implicit Opt-In
• Low effort• No place for a subscriber to
drop the ball• Quickly leads to a big list
• Consumer has not asked to receive email communications• Lowest trust and engagement• May be illegal
Explicit Opt-In • Consumer explicitly requests communications• No dropped balls
• Time delay between subscribing and first message• Risk of spambots
Explicit Opt-In With Welcome
• Provides opportunity to engage and set expectations• If email bounces, you know to
filter out that address
• Less effort from subscriber may equal less engagement
Double Opt-In • High engagement – they really want your email• Filters out spambots
• Subscriber may miss confirmation email = lost subscribers• They want your email, asking
again might annoy them
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The List. The List. THE LIST.
Then … how you maintain the list.
Email Deliverabili
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Timely, Targeted, Valuable HUMAN Emails
Marketing Automation!
Email Deliverabili
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Timely, Targeted, Valuable HUMAN Emails
Email Deliverabili
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Know your target market.
When are they checking email?
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Timely, Targeted, Valuable HUMAN Emails
What is the idealemailing frequency?
Email Deliverabili
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Timely, Targeted, Valuable HUMAN Emails
Don’t be afraid to have some fun with your emails!
Email Deliverabili
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Build and Earn TRUST
Email Deliverabili
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Build and Earn TRUST
What are they signing up for?
Email Deliverabili
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Email Deliverabili
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Build and Earn TRUST
How often do they hear from you?
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Email Deliverabili
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Build and Earn TRUST
Don’t forget to say WELCOME!
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Welcome To The Upworthiest. Turn On Your Images And Buckle Your Seatbelt
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Build and Earn TRUST
Deliver a great user email experience
Email Deliverabili
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ENGAGEMENT matters
Do your subscribers respond (open, click, convert) to your emails?
Email Deliverabili
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Sending INFRASTRUCTURE
Marketo handles this … so YOU don’t have to!
Email Deliverabili
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© 2013 Marketo, Inc. Marketo Proprietary and Confidential
SPFDKIM
DMARC
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Sending INFRASTRUCTURE
Email Deliverabili
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Shared vs. Dedicated IP
Dedicated IP
Shared IP Range
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Sending INFRASTRUCTURE
ISP Relations
We’re in this TOGETHER
Question Time!