7 plays to make your email deliverability unstoppable
TRANSCRIPT
7 Plays to Make Your Email Deliverability Unstoppable
Mike MaddenDemand Generation Program Manager Marketo
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Housekeeping
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Getting Your Email Delivered is Tougher
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According to Return Path, just 79% of commercial emails land in the inbox
1Set Lower Bounce Thresholds
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Soft bounce vs. hard bounceA soft bounce is a temporary problem with email deliverability, usually due to an unavailable server or a full inbox.
A hard bounce is a permanent failure to deliver an email, usually a result of an email address being non-existent, invalid or blocked.
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Set a lower soft bounce thresholdWhether 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.
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Soft Bounce Management: Clean Existing EmailsAudience:
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Soft Bounce Management: Clean Existing EmailsHow the Audience is Processed:
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Soft Bounce Management: Triggered CampaignAudience:
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Soft Bounce Management: Triggered CampaignHow the Audience is Processed:
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Set the hard bounce threshold to oneAfter the first hard bounce, retire that email for good!
At Marketo, an email is marked as invalid after the first hard bounce.
2Practice Good Email Hygiene
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Email Hygiene MattersThere are two considerations for email hygiene:
1. What you can do
2. What an external data vendor can do
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Email Hygiene: What You Can DoUsing marketing automation, set up campaigns that listen for junk emails like:
• Syntax errors in emails: Ex. [email protected]
• Role account emails: Ex. [email protected]
• Rude emails: [email protected]
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Email Hygiene: What Data Vendors Can DoUse Data Validation vendors to scrub your emails lists! They’ll tell you which emails are:
• Safe to send
• Bad
• Unknown
3Clean Code is Happy Code
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Internet Service Providers Love Two Things
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How to Write Clean Code: Close All TagsHTML tags are written with a start tag, an end tag, and with content in between.
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How to Write Clean Code: No duplicate codeWISYWIG editors are notorious for inserting random or duplicate code.
Example<span style=“color:blue;”>Please<span style=“color:blue;”> keep your code clean.</span></span>
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How to Write Clean Code: Update Title Tags
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How to Write Clean Code: Alt TagsThe following elements have alt tags:
• Logo (top left)
• Social buttons (top right)
• Banner
Example Code:
<img src="http://pages2.marketo.com/rs/561-HYG-937/images/11319-YourMarketingAutomationChecklist-Email_564x355.jpg" alt="Your Marketing Automation Checklist" width="564px" height="355" border="0" />
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Previous Template – All ViewsDesktop: Tablet: Mobile:
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New Template – All ViewsDesktop: Tablet: Mobile:
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The Results:
27% Higher Unique
Clicks
28% Higher CTR
31% Higher Click/Open
And improved our inboxing rate!
4Measure and Optimize Your Email Inboxing
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Beyond Deliverability, There’s InboxingDid you know that when an email goes to the spam folder or junk folder, it still counts as delivered?
There are tools that measure inboxing, which is the percentage of delivered emails that actually hit the primary inbox.
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Does This Look Familiar?
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What does Inboxing Look Like?
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Inboxing with Spam Filter Breakdown
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How to Increase Your Inboxing1.Lower your soft bounce threshold
2.Remove hard bounced email addresses after one hard bounce
3.Scrub your lists using external data vendors!
4.Make sure that you only send to subscribers who are opted-in
5.Stop sending to old emails!
5Segmentation by Engagement and IP Addresses
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The #1 Thing Internet Service Providers Love?
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Use Engagement to Your AdvantageLast 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%
You’ve just increased your inboxing rate by 19%!
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Separate Email Campaigns by IP AddressesEmail campaigns can be separated by:• Importance• Engagement• Purpose
6Don’t Buy Lists
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Don’t Buy Lists
7Reactivate Sleepy Subscribers
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What is a Reactivation Campaign?A reactivation campaign is an email campaign or multiple campaigns specifically targeted towards “sleeping subscribers”, or subscribers that haven’t engaged with your emails in a long period of time.
Why use reactivation campaigns?
• Awaken the sleeping subscribers that still want to hear from you
• Determine who doesn’t want to hear from you
• Clean out your email lists
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Great Examples
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Great Example: Kate Spade
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Great Example: Hotels.com
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Reactivation Campaign Tips1. Isolate your sleepy subscribers
2. Test language, offers, deals, and anything else you can think of
3. Give them a BIG unsubscribe button
4. Think beyond a one-and-done campaign
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Key Takeaways Set lower email bounce thresholds
Scrub your email lists
Keep your code clean and concise
Look beyond deliverability at inboxing
Segment your audience by engagement and IP address
Don’t buy lists!
Reactivate your sleepy subscribers
