dma email deliverability masterclass

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  • 1. Email deliverability masterclass8.30amRegistration and refreshments9.00amWelcome from the chairChris Combemale, executive director, DMA9.15amResearch findingsGuy Hanson, director, response consulting, Return Path9.45amPizza Express case studyDale Langley, senior consultant, deliverability consulting, Return Path10.10am Panel DiscussionChris Combemale, executive director, DMAGuy Hanson, director, response consulting, Return PathDale Langley, senior consultant, deliverability consulting, Return PathSteve Butcher, deliverability manager, emedia10.25am Closing comments from chairChris Combemale, executive director, DMA#DMAemail

2. Upcoming eventsEmail customer lifecycle: List growthTuesday 22 May 2012, LondonThe DMA summer lunchThursday 12 July 2012, Kensington Roof GardensClient email surveyThursday 17 May 2012, London#DMAemail 3. Welcome from the chairChris Combemale, executive director, DMA#DMAemail 4. Research findingsGuy Hanson, director, response consulting, Return Path #DMAemail 5. Email Deliverability Review WhitePaper Key FindingsGuy HansonDirector, Response Consulting, Return Path 6. 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 7. New: Email Deliverability Review WhitepaperFully refreshed and updated for2012Overview of critical factorsaffecting deliverability10 steps to improvingdeliverabilityDownload full paper today:www.returnpath.net/landing/DMAdeliverability 8. Making Email Better on a Global ScaleOver a Decade of Email ExpertiseProven Data InfrastructureDelivering Measurable ROI 9. Email is still key for marketersSource: Social Media Examiner 2012 Social Media Marketing Industry Report 10. Email is great for developing loyalcustomers and active subscribers.72%Percentage of companies rate email asexcellent or good for return oninvestment.Source: Econsultancy "Email Marketing Census2011" (2011) 11. No Inbox. No Click. No ROI. Return Path, Inc., 2010 12. Email Deliverability: Latest BenchmarkSource: Return Path Deliverability Benchmark Report, 2H11 13. Email Deliverability: Europe AverageNearly 14% of legitimate email never reaches European consumer inboxesThats almost 3 out of every 20 emails sent!Source: Return Path Deliverability Benchmark Report, 2H11 14. Email Deliverability: by Country European Deliverability, 2H11Source: Return Path Deliverability Benchmark Report, 2H11 15. Mobile Email Matters 16. The Growth of Mobile 20112012Source: Return Path Mobile Study 2011/12 17. The Growth of MobileSource: Return Path Mobile Study 2012 18. Mobile Opens: where are they happening?Source: Return Path Mobile Study 2012 19. Mobile can make or break email marketingSource: Return Path Mobile Study 2012 20. Why do my goodemails get blocked? Return Path, Inc., 2010 21. Its All About Reputation (and Sender Behavior)!cturelaint s g ienerastr uC om pLi st HyInfy ent nenceualit m rm age Q gage IP PeM essaEn 22. ISPs use your sender reputation to makefiltering decisions. A poor reputation means,your email will get blocked. Return Path, Inc., 2010 23. Impacting Factors for Email Filtering 24. The IncreasingImportance of Engagement 25. EmailDeliverability Subscriber Response 26. The Increasing Importance of Engagement The value of thefair exchangecurrency has appreciated in favour of email subscribers 2010 Return Path, Inc. www.returnpath.net | Confidential,do not reproduce 27. The Increasing Importance of Engagement 3.00 *1.000.10 0.01 Experiences ExperiencesServicesServicesGoodsGoodsCommoditiesCommodities* www.economist.com 2010 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 28. Open v ComplaintRate Insight 29. Behavioural MeasurementMy Campaigns Competitor 1 Competitor 2 30. Subject Lines: By Vertical 31. Subject Lines: Message Types 32. Subject Lines: Optimum Length 33. Subject Lines: Special Characters 34. In Summary 35. 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 36. New: Email Deliverability Review WhitepaperFully refreshed and updated for2012Overview of critical factorsaffecting deliverability10 steps to improvingdeliverabilityDownload full paper today:www.returnpath.net/landing/DMAdeliverability 37. Lets Connect!Guy HansonDirector, Response Consultingguy.hanson@returnpath.netwww.returnpath.nethttp://uk.linkedin.com/in/guyhanson@ReturnPath, @GuyHanson 38. Pizza Express case studyDale Langley, senior consultant, deliverability consulting, ReturnPath#DMAemail 39. Industry CommentaryPizzaExpressApril 2012 40. Making the most of dataOver 400 restaurants in the UKCentralised marketing database 42 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 41. Multi Channel Website Restaurant bookings Twitter feedEmail signupTakeaway orders FacebookPage iPhone App 43 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 42. What next?Enrolling in Return Path Certification increased IPR > 90%How to keep subscribers engaged and maintain IPRAble to now target based on behaviour and location 44 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 43. The basicsGood use of the preheaderas a teaser Could include a call-to-actionEngaging content provides atalking pointContent leads naturally todine with a friend offerExtends the reach of the offer Further sharing opportunitiesbeyond the recipientEncourages sharingBuilds relationships throughinteraction 45 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 44. Careful targetingNot on Strike October 2010Adapted logo for relevancyTargeted audienceTimely delivery 46 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 45. Using data to enhance the creativeSubject: Happy Birthday HannahTimely RelevantTrackablePersonalised and engaging 47 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 46. A world without imagesThe solutionproblem Branding is retained The offer is visible What is the message? Is this legitimate? Creative use of tables This is alt-text Missed personalisation opportunityI want to unsubscribe 48 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 47. A world without imagesClear brandingClear message Could have been clearer about the CTAClear action 49 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 48. A world without images 50 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 49. Generating buzz 51 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 50. Recommendations52 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 51. RecommendationsImprove the preheaderResize gracefully for different devices Include a call to actionEncouragetop left of thetablesimprove inbox placement Use the engagement to Dont use fixed-width email Dont information to reply to campaignsStack repeat the subject line, using columnsAllow subscribers rather than complementrendering toolAdd using a itTest whitelisting instructions Try split tests to improve conversion Send time sensitive campaigns Encourage natural sharing / forwarding 53 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 52. Thank you54 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce 53. Panel discussionChris Combemale, executive director, DMAGuy Hanson, director, response consulting, Return PathDale Langley, senior consultant, deliverability consulting, ReturnPathSteve Butcher, deliverability manager, emedia#DMAemail 54. Closing comments from the chairChris Combemale, executive director, DMA#DMAemail 55. Thank you for attendingTo see a listing of upcoming events please visithttp://www.dma.org.uk/event-listing