Deliverability 101: Back to the Basics

TWEET!

Follow us on Twitter:@WhatCounts

Today’s hashtag: #Deliverability101

Today’s Speaker …

Brad Gurley

Director of Deliverability, WhatCounts

bgurley@whatcounts.com

@DeliveryCounts

What is deliverability?

Preventing bounces?

Opt-in management?

Avoiding the spam folder?

List hygiene?

Engagement?

Delivered rate% of mail handed off to the intended server

Inbox rate% of mail delivered to the inbox

Source: Return Path Inbox Placement Benchmark Report 2014

Why does mail not reach the inbox?

Invalid user/domain The username or domain does not exist or has been disabled

Poor reputation Users have marked messages from your IP address or domain as spam

Poor engagement Users aren’t opening or engaging with your messages

‘Spam-like’ content Your content includes elements that are similar to spam messages

What causes bounces?

Soft BouncesTransient/temporary

• Mailbox full• Server errors• Deferrals

Hard BouncesPermanent/invalid

• Invalid address• Inactive user account• Rejections

How do spam filters work?

Reputation Does your domain or IP address frequently show up in spam messages?

Content Is your content similar to other messages marked as spam?

Engagement Are users engaging positively or negatively with your messages?

BlacklistsIP address based

BlocklistsDomain/URL based

Flag the mail server sending the message

Flag any domain in the message – From address, hyperlinks, etc.

Where do spam traps come from?

Pristine traps Recycled traps Typo traps

No valid activity ever- No signups- No form submissions

Created solely to catch those who scrape addresses from websites, forums, etc.

Avoided by acquiring permission

Previously a valid address- May have signed up- May have purchased

Dormant for an extended period(typically 6-12 months minimum)

Designed to identify senders with poor list hygiene

Avoided by targeting engaged users and minimizing/cleaning inactive users

Mistyped versions of popular domains(yhaoo, gnail, etc)

Designed to catch senders who are not validating subscriber addresses

Avoided with double/confirmed opt-in

When should I care about deliverability?

HOW SOON IS NOW?

Digital Publication Network client

Gmail – 0% inbox Hotmail – 0-50% inbox

15%Open rate increase

Reach out to us…

3630 Peachtree Road, NESuite 900Atlanta, GA 30326

Call us! 1-404-995-8600

whatcounts.com

Twitter: @whatcounts

info@whatcounts.com