Deliverability Making it to the inbox Peter Ingelbrecht Marketing Manager Citobi.

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  • Deliverability Making it to the inbox

    Peter IngelbrechtMarketing Manager Citobi

    Deliverability Making it to the inbox

    AgendaCitobi in a nutshellThe Deliverability challengeThe path to the InboxBuilding a reputation with the ISPRelevance at the customerQ&A

    Deliverability Making it to the inbox

    Citobi in a nutshellBelgian company founded in 2000

    Combining 3 activitiesCRM & Relational Marketing ConsultingInteractive Projects: conception, creation & execution Actito : Marketing Automation & Campaign Management software

    4,3 million sales in 2007

    Multi-disciplinary team of 50 professionals

    50+ clients: Toyota, Wolters Kluwer, Pfizer, Kinepolis, Touring, Kia, Brico, Sanofi-Aventis, Novartis, MSN, Sony, Rossel, Scarlet, Spandex, Basell, RTBF, Deutsche Bank

    Deliverability Making it to the inbox

    The Deliverability challenge% of sent emails that make it to the Inbox Source: Email Advisor Report Card Q1 2007 - EuropeOnly 82.5% of permission based email !!

    Deliverability Making it to the inbox

    It is not just an issue of spammersNot spam7.6% of permission based mail end in Spam folder !!

    Deliverability Making it to the inbox

    How do you know whether YOU have a problem?Set & track benchmarks for your campaignsBounce, open, click, conversion ratesSurveysSetup test accounts at key ISPsQuid corporate accounts (BtB)?Inbox monitoring servicePivotal Veracity, Return Path,

    Deliverability Making it to the inbox

    Understanding the Path to the InboxISPsUser MailCustomersMailerCorporate Web based mailMail serviceSilent DeletesBouncesFeedback LoopSpam reportingSafe Sender List

    Deliverability Making it to the inbox

    Successful Delivery Building a ReputationAt ISPsAmongst UsersCharacteristicsNo Silver bulletPositive / Negative depositsNegative reputations follow

    Deliverability Making it to the inbox

    Reputation Building at ISPs (1)Correct mail / DNS server configurationReverse DNS lookupAbuse protectionRigourous bounce processing Global suppression file (across lists)Get authenticatedUser Spam reportingFeedback loopComplaint handling & monitoring Black list monitoring & issue solvingWhitelisting

    Deliverability Making it to the inbox

    Reputation Building at ISPs (2)Consistent & prudent mailing patternsVolume ramp-up & frequencyLimited connection poolingSPAM reduction toolsIntegrated SPAM validator in campaign toolInbox delivery monitoring featuresSender score certificationPaid DeliveryGoodmail, HabeasOutsource or ensure dedicated resource !!

    Deliverability Making it to the inbox

    AuthenticationIs the sender really who he says he is?2 protocols:IP address based SPF (Sender Policy Framework) + Microsoft SenderID Verifies whether the sending domain has authorised the IP address as valid source Cryptographic signature basedDomainkeys, DKIM (Domain keys Identified Mail)

    Deliverability Making it to the inbox

    Reputation Building at the UserSPAM IS NOT:I didnt give my permission

    SPAM IS:This mail does not interest me and I dont know who it is fromBe rigourous about RELEVANCE: Profiling & Preference Management Move beyond Mass-eMailing: segmentation, life-cycle and event based campaigns

    Deliverability Making it to the inbox

    Building User reputation Checklist (1)Recognisable FROM addressConsistentLeverage your BrandSubject lineAvoid spam words (free, win, ) Pictureless rendering should already convinceRemind users why they receive the emailStimulate whitelisting/Safe Sender ListTiming: spammers send late at night

    Deliverability Making it to the inbox

    Stimulating Safe Sender List / Whitelist inclusion

    Deliverability Making it to the inbox

    Pictureless emails already communicating key elements

    Deliverability Making it to the inbox

    Building User reputation Checklist (2)Make unsubscribing easyOpt-out is better than hitting the spam buttonPut at the top of emailUnsubscribe procedure should be easy (e.g. no password)Follow best practices for the bodyCorrect HTMLImage / text ratioPre-test for SPAM filters> 50% of users have a spam filterTest and refine

    Deliverability Making it to the inbox

    SPAM Validation needed prior to sending

    Deliverability Making it to the inbox

    For more infoPeter IngelbrechtMarketing ManagerCitobi

    peter.ingelbrecht@citobi.com