Navigating your way to the inboxNew Deliverability Challenges and Best Practices Update

Agenda

New inbox services Engagement Best practices Private domains Deliverability monitoring Compliance What’s ahead

New Inbox ChallengesHotmail and Gmail

Inbox Filtering

Gmail Priority Inbox - Based on behavior 93% of Gmail user have Inbox Priority on*

Hotmail Sweep – Remove unread, unwanted email based on behavior

Otherinbox – AOL, Gmail, Yahoo – Scans hourly and categorizes mail for you by content (receipts, newsletters, shopping, personal, etc) and behavior.

* 2011 ReturnPath Report

EngagementKnow your subscribers

Engage!

Segment engaged vs. non-engaged Move non-engaged to a monthly or quarterly schedule Up the volume to engaged and lower volume to less or non-

engaged. Different offers to each group Sending to both will impede results since non-engaged will

hurt reputation (Gmail) Use win-back campaigns cautiously since this is a group of

non-engaged addresses - Small groups and less frequent Look at last time they bought, opened, click, replied Lifecycle Marketing –

Post sign up – welcome series, how to, instructions, Post purchase – reviews, re-order, cross sell, RFAF Birthday, abandon cart, browsing behavior

Best PracticesRise above

Best Practices

Best Practices Get permissions Make it relevant Get whitelisted Set expectations Make it easy to get off list Use brand name in subject line and From address Keep ‘Weekly newsletter’ weekly Don’t over send = creates complaints

Secret to Success…. Permissions + Relevancy = INBOX

Private DomainsThe New Reputation

Private Domains

ISP Trends: Movement from IP to domain based reputation Private domain(clientname.com) Bronto private (client.bronto.com)

Outbound messages have your company's branding Own and control your deliverability reputation Messages show your company domain

– Reply to – Links– Images– Bounces– Authentication (DKIM)

Deliverability MonitoringProfessional Services

Deliverability Monitoring

Up to 5 deliveries per month to our

email seed list

Personalized user account for

monitoring dashboard

Monthly report analyzing results and

metrics

Monthly consultation with deliverability

expert

Timely notification of any critical issues

Proactive outreach to IPS(s) to

remediate blocks

Deliverability Monitoring

Deliverability Monitoring

Bronto Deliverability

Delivery Rates 2012

Open Rates 2012

Jan Feb March0

10

20

30AOLGmailHotmail YahooComcast

Jan Feb March96

98

100

102AOL

Gmail

Hotmail

Yahoo

Comcast

ComplianceUnites States, Canada, Europe

Compliance

Canadian Anti-Spam Law (C-28) MUST have explicit consent Assume all email addresses are Canadian Final version released March 2012, awaiting final comments Enforcement Oct 2012?

International All must have consent EU – pre-checked box is not ok. Must be affirmative consent.

Safe Harbor EU Directive Prohibits transfer of PII Safe Harbor bridges gap from US and EU Web page seal (TRUSTe and Safe harbor)

What’s NextNew Challenges

What’s Next?

2012 Engagement part of Reputation

Behavioral targeting

Inbox filters (help manage for you)

Domain Reputation steady

Email still #1

Affiliate marketing hurting, not helping

DMARC

Images still off by default – use alt tags, more text, assume image is off

Q&A

Thank you!

Chris Kolbenschlag

Director of DeliverabilityBronto Software

chris.kolbenschlag@bronto.com Direct: 919.595.2458