improve and understand your email deliverability

Presented by

Insider Tips: Improve and Understand Your Email

Deliverability

Sally BeersBusiness Development Manager UK & Ireland

UK & Ireland

Twitter:@BMEmailUKFacebook:Benchmark Email UKGoogle+:Benchmark EmailLinkedIn:https://es.linkedin.com/in/sallybeers

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Summary

● What is deliverability?● The life of an email glossary –

From email creation to the inbox

● Measuring deliverability● Common problems● The future of deliverability

● The likelihood that the email will be received in the inbox

● Identifying, investigating, and solving delivery issues

What is deliverability?

● Spawner● Pool● Relay Server● Shared IP● Dedicated IP● Delivery log

Glossary: The Life of an Email

Where can your email end up?

Quarantine/DeletedInbox Spam Folder

Examples of delivery logs

How do we measure deliverability?

● Abuse● Email Design & Content● List Generation and Usage● Recipient Engagement● Sender Reputation● Server Reputation

Abuse

● Reported via feedback loop● Direct Complaints sent to our support team● Indirect complaints sent to Anti-Spam Organizations

User Complaints

Abuse

● Reported directly to our team via Anti-Spam Organizations● Reported daily via MSN’s Smart Network Data Services (SNDS)● Reported indirectly via our TelCo’s (AT&T, Rackspace, etc)

Spam Traps

Email Design & ConceptContent

● Keywords and Phrases● Excessive use of punctuation● Excessive use of non

alphanumeric Characters● All Caps● Links● Phishing

Email Design & ConceptDesign

● Image-only campaigns● Text-only campaigns● Colours and contrast● Email flow

List Generation and UsageGeneration

● Single Opt-in● Double Opt-in● Harvested● Purchased● Acquired (via company merger

or purchase)

Sign Up

List Generation and UsageUsage

● Why did the recipient sign up?● When did the recipient sign up?● How long has it been since the

recipient last emailed?● Are the emails relevant to the

recipient’s interests?

Engagement

Are recipients opening your emails?● Are they clicking on links?● How long has it been since

they last opened an email?● Have they ever opened an

email?

Sender Reputation

Who is sending the emails?● Have they sent emails before?

When?● How did recipients react to

prior emails?● Are they a known spammer?● Is their website hosting

malicious content?● Is their website blacklisted?

?

Server Reputation

Where are the emails coming from?● Is the IP known for sending

spam?● Is the IP blacklisted? By who?● Is the IP whitelisted?● How have recipients reacted to

emails sent by this IP?

Common Deliverability Tickets

● High bounces● Emails received in

spam folder

● Email not received● Emails blocked or

rejected

● Spam Traps

● High abuse rate

Bounces

Quality of list● How old is the list?● How was the list gathered?● Is the list single opt-in?● Is the list double opt-in?● Are there any visible spelling

mistakes? (Yhoo/Gmal/Htmail)

Are the bounces domain specific?

● Delivery logs checked.

Email Received in SpamContent, Design & Subject Line

● Keywords and phrases● All Caps● Check Links● Phishing● Excessive use of non

alphanumeric characters and punctuation

High Abuse Rates

Abuse Rate Tickets are Usually

Initiated by the ESP

Complaints are the result of either

● Negligence of list hygiene● Purchased/Harvested lists● Clients who have forgotten

they opted in

Future of Deliverability

The Future of DeliverabilityThe bar is raising

Every major ISP is constantly changing their systems and practices to stay ahead of spammers. This means that the bar is always moving. As a team, it is our responsibility to help educate our clients to understand this.

The Future of DeliverabilityWhat are ISPs doing?

● Analysing email and user trends

● Separating personal and promotional emails

● Improving the interaction with email

The Future of Deliverability

What can you do?

● Pay close attention to your reports

● Spring cleaning - List hygiene ● Better segmentation ● Content driven emails

?

The Future of DeliverabilityWhat is Benchmark doing?

● Engagement Monitoring● Advanced throttling and server

grouping● Automated features that work

for you● Constant update and education

Email Marketing Series + eBook

“Q&AThank you for your time!Please feel free to ask questions or contact me at sally.beers@benchmarkemail.com

Thanks for Attending!