7 email deliverability strategies to tackle every inbox 30-04-2019 آ  7 email deliverability...

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  • © 2019 eMarketer Inc.

    7 Email Deliverability Strategies to Tackle Every Inbox

    Mike Madden Head of Commercial Demand Gen Marketo

    Nancy Taffera-Santos SVP, Media Solutions & Strategy eMarketer

    Presented by

    PRESENTER MODERATOR

    April 30, 2019 Tech Talk Tuesday

  • 7 Email Deliverability Strategies to Tackle Every Inbox Mike Madden Head of Commercial Demand Gen

  • Housekeeping  This webinar is being recorded! Slides and recording will be sent to

    you after the webinar concludes.  Have a question? Use the chat box and I’ll get to your questions

    after the webinar.  Posting to social? Use our hashtag - #mktgnation  There is a brief survey after the webinar

    2

  • Agenda

    3

    Why Email Deliverability Has Become Tougher

    1 7 Tactics for Stronger Deliverability

    2 Q&A

    3

  • 4

    Getting your emails delivered is tougher today than ever before…

  • #1: Set Lower Bounce Thresholds

  • Soft Bounce vs. Hard Bounce

    What is a Soft Bounce? A soft bounce is a temporary problem with email deliverability, usually due to an unavailable server or a full inbox.

    Harm Level: Low, but could result in bigger issues

    What is a Hard Bounce? A hard bounce is a permanent failure to deliver an email, usually a result of an email address being non-existent, invalid of blocked.

    Harm Level: High

    6

  • Lower Soft Bounce Thresholds Are Healthy

    7

    Whether you use an ESP or marketing automation, you should be able to set a soft bounce threshold.

    At Marketo, if an email soft bounces more than 6 times in 30 days, we retire that email for good.

  • Step 1: Clean Up All Reoccurring Soft Bounces

    The Audience

  • Step 1: Clean Up All Reoccurring Soft Bounces

    And How the Audience is Processed

  • Step 2: Clean Up Soft Bounces in Real-Time The Audience

  • Step 2: Clean Up Soft Bounces in Real-Time And How the Audience is Processed

  • Lastly, Set The Hard Bounce Threshold to 1

    12

    After the first hard bounce, retire that email for good.

    At Marketo, an email is marked as invalid after the very first hard bounce.

  • Before We Implemented Bounce Management

    13

    10%

    11%

    12%

    13%

    14%

    15%

    16%

    17%

    90% 91% 92% 93% 94% 95% 96% 97% 98% 99%

    100% Jan 2016 – Sep 2016

    % Delivered

    % Opened

  • After Bounce Management

    14

    10%

    11%

    12%

    13%

    14%

    15%

    16%

    17%

    18%

    90% 91% 92% 93% 94% 95% 96% 97% 98% 99%

    100% Jan 2016 – Jun 2017

    % Delivered

    % Opened

    Bounce Mgmt.

  • #2: Practice Good Email Hygiene

  • The Two Aspects of Hygiene You Can Influence

    1. What you can do 2. What an external data vendor

    can do for you

    16

  • What You Can Do – Scrub Email Addresses

    Using marketing automation, set up campaigns that listen for junk email values to enter the database:  Syntax errors – mmadden@a.ol.com  Role account emails – sales@company.com  Rude emails – yousuck@gmail.com  Bad language (you don’t need an example)

    17

    mailto:mmadden@a.ol.com mailto:sales@company.com mailto:yousuck@gmail.com

  • What Data Vendors Can Do For You

    Use data validation vendors to tell you which emails you should market to! They tell you which emails are…  Good  Bad  Unknown

    18

  • #3: Clean Code is Happy Code

  • Internet Service Providers Love Two Things…

  • The Anatomy of Clean HTML – Close All Tags HTML tags are written with a start tag, an end tag, and contain content in between.

    21

  • Nobody Likes Dupes, Especially Not In Code WISYWIG editors are notorious for inserting random or duplicate code.

    Example Please keep your code clean.

    22

  • Books Have Titles & Emails Should Too!

    23

  • Alt Tags Give Images More Value

    24

    The following elements have alt tags:

     Logo (top left)  Social buttons (top right)

     Banner

    Example Code:

  • A Real Life Example – Marketo’s Old Templates

    25

    Deskto p

    Tablet Mobile

  • After Code Updates, Visual Changes are Small

    26

    Deskto p

    Tablet Mobile

  • But the Test Results are BIG!

    27

    31% higher click to

    open rate

    28% higher CTR

    27% higher unique clicks

  • #4: Measure and Optimize Email Inboxing

  • Beyond Deliverability, There’s Email Inboxing Did you know that when an email goes to the spam or junk folder, it still counts as delivered?

    There are Tools that measuring inboxing, which is the percentage of delivered emails that actually hit the primary inbox.

    29

  • Does This Look Familiar?

    30

  • What Does Inboxing Look Like?

    31

  • Inboxing with Spam Filter Breakdown

    32

  • How to Increase Your Inboxing Rates

    1. Lower your soft bounce thresholds 2. Remove hard bounced email addresses after one hard bounce 3. Scrub your lists, using either a double opt-in process to verify emails or an

    external data vendor 4. Make sure that you only send to subscribers who are engaged and opted in 5. Stop sending to old email addresses

    33

  • #5: Segmentation by Engagement and IP Address

  • The #1 Thing Internet Service Providers Love?

  • Use Engagement to Your Advantage

    Last Engagement < 90 Days Last Engagement > 90 Days Total

    Delivered 20,000 80,000 100,000

    Open Rate 18.0% 3.0% 6.0%

    CTR 3.0% 0.2% 0.76% Unsubscribe Rate 0% 0.31% 0.25%

    Inboxing 95% 55% 63%

    Staggered Sends Inboxing 95% 70% 75%

  • Separate Email Campaigns by IP Address

    Email campaigns can be separated by IP address, depending on three variables: 1. Importance 2. Engagement 3. Purpose

    37

  • #6: Don’t Buy Lists

  • The Four No-Nos of List Buying

    Buying lists seems attractive to increase your database size.

    Here’s four reasons why you shouldn’t do it: 1. Unsolicited emails 2. Quality 3. Spam Rate 4. Bad Metrics

    39

  • #7: Reactivate Unengaged Subscribers

  • What is a Reactivation Campaign?

    A reactivation campaign is an email campaign or multiple campaigns specifically targeted towards unengaged subscribers, which are subscribers that haven’t engaged with your marketing campaigns in a year of more.

    Why use them?  Awaken sleepy subscribers that still want to hear from you  Determine who doesn’t want to hear from you  Clean out your emails lists

    41

  • Example 1 – Crocs

    42

  • Example 2 – Kate Spade

    43

  • Example 3 – Marketo

    44

    Why this email works:  Unfamiliar language  Sad dog, it really works  Extremely different subject line – “We

    really miss you, first_name!”  Calls out the unsubscribe link

  • Key Takeaways

    Set lower email bounce thresholds Scrub your email lists Keep your code clean and concise Look beyond email deliverability at actual inboxing rates Segment your audience by engagement and IP address Don’t buy lists Reactivate sleepy subscribers

    45

  • 7 Email Deliverability Strategies to Tackle Every Inbox Housekeeping Agenda Slide Number 4 #1: Set Lower Bounce Thresholds Soft Bounce vs. Hard Bounce Lower Soft Bounce Thresholds Are Healthy Step 1: Clean Up All Reoccurring Soft Bounces Step 1: Clean Up All Reoccurring Soft Bounces Step 2: Clean Up Soft Bounces in Real-Time Step 2: Clean Up Soft Bounces in Real-Time Lastly, Set The Hard Bounce Threshold to 1 Before We Implemented Bounce Management After Bounce Management #2: Practice Good Email Hygiene The Two Aspects of Hygiene You Can Influence What You Can Do – Scrub Email Addresses What Data Vendors Can Do For You #3: Clean Code is Happy Code Internet Service Providers Love Two Things… The Anatomy of Clean HTML – Close All Tags Nobody Likes Dupes, Especially Not In Code Books Have Titles & Emails Should Too! Alt Tags Give Images More Value A Real Life Example – Marketo’s Old Templates After Code Updates, Visual Changes are Small But the Test Results are BIG! #4: Measure and Optimize Email Inboxing Beyond Deliverability, There’s Email Inboxing Does This Look Familiar? What Does Inboxing Look Like? Inboxing with Spam Filter Breakdown How to Increase Your Inboxing Rates #5: Segmentation by Engagement and IP Address The #1 Thing Internet Service Providers Love? Use Engagement to Your Advantage Separate Email Campaigns by IP Address #6: Don’t Buy Lists The Four No-Nos of List Buying #7: Reactivate Unengaged Subscriber