B2B Email Deliverability Whitepaper

Download B2B Email Deliverability Whitepaper

Post on 15-Aug-2015

23 views

Category:

Business

0 download

Embed Size (px)

TRANSCRIPT

  1. 1. 1. Introduction ........................................................................................................................3 2. Email Deliverability-Benchmarks.........................................................................................4 2.1. Working with Your Service Provider..............................................................................4 2.2. Email sent .....................................................................................................................4 2.3. Email delivered .............................................................................................................4 2.4. Bounces. .......................................................................................................................4 2.5. Email unsubscribe requests...........................................................................................5 2.6. Complaints....................................................................................................................5 3. Its all about Spam...............................................................................................................6 3.1. Spam Found in Written Content........................................................................................6 3.2. Spam Found in HTML Structure ........................................................................................6 3.3. How Providers Screen Email..............................................................................................7 4. How Email Sending Program Influence Deliverability .........................................................8 4.1. Frequency.........................................................................................................................8 4.2. What day and time to send? .............................................................................................8 4.3. How Your Sender Status Influence Deliverability...............................................................8 a. Bounce management....................................................................................................9 b. User engagement..........................................................................................................9 5. Email and Content Filters ..................................................................................................10 5.1. Email filtering..................................................................................................................10 5.2. Content filtering..............................................................................................................10 6. Best Practices for List Management ..................................................................................11 7. Email Content Tips for Deliverability.................................................................................12 8. Track Your Response Rates ...............................................................................................13 9. Do's and Don'ts for Email Deliverability............................................................................14 10. Conclusion.........................................................................................................................15 11. Address: ............................................................................................................................16
  2. 2. 1. Introduction Deliverability is the measure, usually expressed in the form of percentage, of how many emails actually make it to the inbox. To create email campaigns that are deliverable, you must learn the settings and the challenges that can be overcome to place a message in an individuals inbox. Every individual receiving Internet Service Provider (ISP), business email and individual account uses considerably different rules and the scenery changes every day. Deliverability is affected by the business processes and status of an email service provider, but the most critical deliverability factors rest with you, the sender, regardless of which email marketing solution you use. At B2B Email Experts, as email marketing campaigns are intricate, businesses take a quick turn to specialists such as marketing automation solution providers to handle much of the mechanics of a campaign. This whitepaper underlines email deliverability significant factors and solutions in the marketers control.
  3. 3. "80% of email delivery crisis are directly attributable to a poor sender status." 2. Email Deliverability-Benchmarks 2.1. Working with Your Service Provider In the early 90s, as companies began to adopt email as a marketing tactic, email service providers sprang up to help with the technical aspects. There are many who are still in business today, providing a wide range of services. As digital marketing evolved to encompass techniques complementary to email marketing automation, it evolved to manage email marketing and incorporated all these new components. 2.2. Email sent This metric describes how many messages were in the queue before any delivery attempts were made. For users who subscribe to a number of active contacts, this is the number counted. 2.3. Email delivered This metric describes how many emails were completely transferred to the intended recipients mailbox provider without generating a bounce or other delivery error. It is termed as Email Delivery Rate There are two levels of delivery: 1. If the recipients email provider discards the email message, it does not count as delivered. However, if the provider accepts the message, it counts as delivered. 2. If the recipient has content-based filters set up that prevent the email from reaching the inbox (e.g., being diverted to the junk folder), it generally will count as delivered. Email inbox delivered: This metric is an estimation of how many of the sent emails actually ended up landing in the inbox. 2.4. Bounces Bounces are emails that cannot be delivered to the mailbox provider, and are bounce back or rather come back to the service provider that sent them. Hard bounces can be defined as the
  4. 4. failure of email delivery due to a permanent reason, such as a non-existent address. Soft bounces can be defined as the failure of email delivery due to a temporary issue such as a full inbox or an unavailable ISP server. 2.5. Email unsubscribe requests This metric counts how many people took an action (such as to click an unsubscribe me from this list link) to unsubscribe from a list. 2.6. Complaints This metric counts how many individual clicked a spam or junk button link in their email to report it as spam or junk. Other common email metrics such as Opens and Click-throughs, are also vital to help determine overall how wanted an email is.
  5. 5. 3. Its all about Spam The biggest risk to your deliverability is having your email misjudged as spam. Spam is unwanted commercial email messages. We consider it first in line with advertising, but spammers also use it to spread malware. Any type of electronic messaging can be a channel, including instant messaging, cell phones, social networks, and so on, but its the most troublesome in email. Spamming persists because advertisers have no operating expenses beyond the management of their email or mailing lists, and its difficult to hold them responsible for it. The expenses, such as lost productivity and fraud, are borne by the public and by internet service providers (ISPs). As a consequence, ISPs and industry groups works persistently to develop new ways to find and stop spam before it reaches the inbox. It is up to the internet marketers to create email and use sending protocols that are tech savvy, squeaky, clean and compliant, in order to avoid being identified as spammers and/or having their messages recognized as spam. 3.1. Spam Found in Written Content Some of the characteristic content differences between wanted and unwanted email are due to the senders usage of written language. Certain differences are due to senders of unwanted email trying not to reveal their identity or their content. Many of them are due to the different quality software used to send each sort of email. Email clients used by individuals, and content composition software used by high-quality service providers, be likely to produce well-written code, act in accordance with the email and MIME standards. The software used by spammers, viruses, and low-quality email service providers have a tendency to write bad code that is non-compliant with industry standards. As long as you are using a responsible, legitimate service provider to send an email, and checking your content to ensure it meets industry standards, these filters should not cause you any difficulties. 3.2. Spam Found in HTML Structure HTML Structure is another aspect of email analysis. Genuine senders should always use valid and correct HTML. Spammers have used HTML tags in an attempt to avoid filters; now some
  6. 6. filters actually comes across the tags and compare them with HTML standards. Therefore, many content filters now appear at the ratio of HTML comments to visible text. 3.3. How Providers Screen Email Every internet provider screens and filters incoming emails at some point of level. You can be grateful to the spammers of the world for flooding the Internet with malware, fraudulent offers, thus making legitimate e-commerce difficult. The goal of an ISP or corporate email server is to reduce or eliminate those fake messages from the human users inbox. To help your emails make it through the screening process, it is important to understand the deliverability decision factors applied by ISPs.
  7. 7. 4. How Email Sending Program Influence Deliverability When youve formed and tested your email message content, and youre positive enough that it should not trip any spam or other filters, then its time t