dma email deliverability masterclass

Email deliverability masterclass

8.30am Registration and refreshments

9.00am Welcome from the chair

Chris Combemale, executive director, DMA

9.15am Research findings

Guy Hanson, director, response consulting, Return Path

9.45am Pizza Express case study

Dale Langley, senior consultant, deliverability consulting, Return Path

10.10am Panel Discussion



Dale Langley, senior consultant, deliverability consulting, Return Path

Steve Butcher, deliverability manager, emedia

10.25am Closing comments from chair


#DMAemail

Upcoming events

Email customer lifecycle: List growth

Tuesday 22 May 2012, London

The DMA summer lunch

Thursday 12 July 2012, Kensington Roof Gardens

Client email survey

Thursday 17 May 2012, London

#DMAemail

Welcome from the chair Chris Combemale, executive director, DMA

#DMAemail

Research findingsGuy Hanson, director, response consulting, Return Path

#DMAemail

Email Deliverability Review White

Paper – Key Findings

Guy Hanson

Director, Response Consulting, Return Path

Agenda

� Introduction

� Email Deliverability Matters

� Mobile Email Also Matters

� Watch Your Reputation!

� Impact of Engagement

�Open v Complaint Rate Insight

�Top 10 ways to improve deliverability

New: Email Deliverability Review Whitepaper

Fully refreshed and updated for

2012

Overview of critical factors

affecting deliverability

10 steps to improving

deliverability

Download full paper today:www.returnpath.net/landing/DMAdeliverability

Making Email Better on a Global Scale

Over a Decade of Email Expertise

Proven Data Infrastructure

Delivering Measurable ROI

Email is still key for marketers

Source: Social Media Examiner – 2012 Social Media Marketing Industry Report

Email is great for developing loyal

customers and active subscribers.

72%Percentage of companies rate email as

'excellent' or 'good' for return on

investment.

Source: Econsultancy "Email Marketing Census

2011" (2011)

© Return Path, Inc., 2010

No Inbox. No Click.

No ROI.

Email Deliverability: Latest Benchmark

Source: Return Path Deliverability Benchmark Report, 2H11

Email Deliverability: Europe Average


Nearly 14% of legitimate email never reaches European

consumer inboxes

That’s almost 3 out of every 20 emails sent!

Email Deliverability: by Country


European Deliverability, 2H11

Mobile Email

Matters

The Growth of Mobile

Source: Return Path Mobile Study 2011/12

2011 2012

The Growth of Mobile

Source: Return Path Mobile Study 2012

Mobile Opens: where are they happening?


Mobile can make or break email marketing



Why do my good

emails get blocked?

It’s All About Reputation (and Sender Behavior)!

List Hygiene

Complaints

IP Permanence

Engagement

Message Quality

Infrastructure


ISPs use your sender

reputation to make

filtering decisions. A

poor reputation means,

your email will get

blocked.

Impacting Factors for Email Filtering

The Increasing

Importance of

Engagement

Email

Deliverability

Subscriber

Response

© 2010 Return Path, Inc. www.returnpath.net | Confidential,

do not reproduce

The value of the

fair exchange

currency has

appreciated – in

favour of email

subscribers

The Increasing Importance of Engagement

© 2010 Return Path, Inc. www.returnpath.net | Confidential,

do not reproduce

CommoditiesCommodities

GoodsGoods

ServicesServices

ExperiencesExperiences

£0.01

£0.10

£1.00

£3.00 *

* www.economist.com

The Increasing Importance of Engagement

Open v Complaint

Rate Insight

Behavioural Measurement

My Campaigns

Competitor 1

Competitor 2

Subject Lines: By Vertical

Subject Lines: Message Types

Subject Lines: Optimum Length

Subject Lines: Special Characters

In Summary

Top 10 Tips for Improving Deliverability

Improve data collection

Implement authentication

Monitor your sender reputation

Manage your IP address carefully

Practice good list hygiene

Use complaint feedback loops

Monitor blacklists

Reduce spam complaints

Conduct pre-broadcast testing

Get accredited

New: Email Deliverability Review Whitepaper

Fully refreshed and updated for

2012

Overview of critical factors

affecting deliverability

10 steps to improving

deliverability

Download full paper today:www.returnpath.net/landing/DMAdeliverability

Let’s Connect!

Guy Hanson

Director, Response Consulting

@ReturnPath, @GuyHanson

[email protected]

www.returnpath.net

http://uk.linkedin.com/in/guyhanson

Pizza Express case studyDale Langley, senior consultant, deliverability consulting, Return

Path

#DMAemail

Industry Commentary

PizzaExpressApril 2012

© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce

�Over 400 restaurants in the UK


42

Making the most of data

�Centralised marketing database


Multi Channel Website


43

Restaurant bookingsRestaurant bookings

Takeaway ordersTakeaway orders

Email signupEmail signup

iPhone AppiPhone App

Twitter feedTwitter feed

Facebook

Page

Facebook

Page


�Enrolling in Return Path Certification increased IPR > 90%


44

What next?

�How to keep subscribers engaged and maintain IPR

�Able to now target based on behaviour and location


Good use of the preheader

as a “teaser”

Good use of the preheader

as a “teaser”


45

The basics

Could include a call-to-actionCould include a call-to-action

Engaging content provides a

talking point

Engaging content provides a

talking point

Content leads naturally to

“dine with a friend” offer

Content leads naturally to

“dine with a friend” offer

Extends the reach of the offer

beyond the recipient

Extends the reach of the offer

beyond the recipient

Builds relationships through

interaction

Builds relationships through

interaction

Encourages sharingEncourages sharing

Further sharing opportunitiesFurther sharing opportunities

© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce

46

Careful targeting

Not on Strike – October 2010

Adapted logo for relevancyAdapted logo for relevancy

Targeted audienceTargeted audience

Timely deliveryTimely delivery


TimelyTimely

TrackableTrackable

RelevantRelevant

Personalised and engagingPersonalised and engaging


47

Using data to enhance the creative

Subject: Happy Birthday Hannah


A world without images


48

�The problem

What is the message?What is the message?

Is this legitimate?Is this legitimate?

I want to unsubscribeI want to unsubscribe

This is alt-textThis is alt-text

�The solution

Branding is retainedBranding is retained

The offer is visibleThe offer is visible

Creative use of tablesCreative use of tables

Missed personalisation

opportunity

Missed personalisation

opportunity




49

Clear brandingClear branding

Clear messageClear message

Clear actionClear action

Could have been clearer

about the CTA

Could have been clearer

about the CTA




50


Generating buzz


51


52

Recommendations


53

Recommendations

� Improve the preheader

• Include a call to action

• Use the top left of the email

• Don’t repeat the subject line,

complement it

• Try split tests to improve conversion

�Resize gracefully for different devices

• Don’t use fixed-width tables

• Stack information rather than using columns

• Test using a rendering tool

�Encourage engagement to improve inbox placement

• Allow subscribers to reply to campaigns

• Add whitelisting instructions

• Send time sensitive campaigns

• Encourage natural sharing / forwarding


54

Thank you

Panel discussionChris Combemale, executive director, DMA


Dale Langley, senior consultant, deliverability consulting, Return

Path

Steve Butcher, deliverability manager, emedia

#DMAemail

Closing comments from the chairChris Combemale, executive director, DMA

#DMAemail

Thank you for attending

To see a listing of upcoming events please visit

http://www.dma.org.uk/event-listing

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