Intro To Email Delivery
Maintaining An Email Marke5ng Program
Steve Wheeler
Director of Deliverability, Dyn @InboxExpert
Mike Veilleux Director of Email, Dyn
@MikeVeilleux
Introduc5on
• Welcome and Introduc5on
• Email Components & Terminology
• Why Deliverability MaGers
• Maintaining an Email Marke5ng Program
• Introduc5on to DynECT Email Delivery
• Q&A
Email Components & Terminology
Email Lists
• Single Opt In “Subscribe” • Double Opt In “Subscribe and Verify” • 3rd Party Opt In “Subscribed elsewhere” • Rented / Bought “Who knows…”
Email Types
• Transac5onal – Password Resets – Welcome and Ac5va5on – Triggered Emails
• Bulk – Daily Deals – NewsleGers – Product Releases
Email Result
• Open • Click • Unsubscribes • Complaint
– Recipient has reported email as spam to ISP
• Bounce – Hard Should not retry – SoV Retries are acceptable
Email Components
• List Management – Subscribed user database – List segmenta5on
• Content Crea5on – Email encoding
• Email Delivery – External -‐ Email Service Providers – Internal -‐ Mail Transfer Agent
Why Deliverability MaGers
Why deliverability maGers
• Only 84% of permission based mail makes it to a user’s inbox – Return Path
• About 12% of that being lost all together – Return Path • For each delivered email message, four are blocked for spam -‐ Yahoo
• This gives a rela5ve size of 4x volume of spam to permission based mail
• Marketers responsible for 70% of “spam complaints” – Return Path
Evolu5on of Email
Email born in 1971 by ARPANET
First spam message in
1978
First large volume SPAM in 1994
Content filtering is born in 1997
People get crea5ve… Viagra -‐> VI@GR@
Reputa5on monitoring is born
References: templetons.com/brad/spamterm.html en.wikipedia.org/wiki/SpamAssassin
Email Marke5ng Management
Email Marke5ng
Managing Customer
Engagement
Infrastructure
Tes5ng
Managing Customer Engagement
Managing Customer Engagement
• Why? – Reputa5on is king – Engagement is key
• How? – Holis5c Approach “Your x-ray showed a broken rib, but we
fixed it with Photoshop.”
Gehng on your list
• Opt in method Challenge – Double Opt In Not enough signups – Single Opt In High bounces, complaints – 3rd Party Complaints – Customer Complaints
• Example Sugges5ons – Examples at signup Lower Complaints – Address signup Accuracy of Email Address – Prime Real Estate Amount of signups
Cadence
• Customer Expecta5on
• List Fa5gue
• Preference Centers
0
500
1000
1500
2000
2500
Daily Complaints
Tailoring Content
• Ini5al Reac5on – Subject lines are relevant – Mobile Formats – Alt Text / Pre Tags
• Ensure Content Accuracy – List Segmenta5on
Gehng off your list
• Simple Unsubscribes – One click – Top of email – Re-‐join incen5ves – great!
• Complaints – Make sure to remove from email list – More than approx. 0.02%? Look upstream!
Manage Customer Engagement
Reputa5on
Gehng on your List
Tailor Content
Manage gehng off your list
Infrastructure
Infrastructure
Infrastructure Planorm • What do you need? Primary Source
– List Management Web development team Marke5ng
– Email Content Web development team Marke5ng
– Email Deployment Outsourced Internal
Infrastructure Types
• Email Campaign Mgt. Bulk • Mail Transfer Agent Bulk, Transac5onal • Internal vs. External
– Open Source – Paid Solu5ons – Cloud based
Infrastructure Details
• IP Management – Segmenta5on via IPs – IP Pools
• Monitoring – IP address forward / reverse DNS setups – IP, URL and Domain blacklists
• Feedback Loops – Ensure user complaints are heard
Tes5ng
A/B Tes5ng
• Purpose: Op5mize customer conversions
• 2 or more varia5ons of a single element – Subject Lines Open Rates
– Content Click Rates
– List Segments Both
• Compare results for future improvement
Seed Account Tes5ng
• ISPs don’t report inbox placement
• Sample mail to personal email accounts at various ISPs
• Report results
DynECT Email Delivery
DynECT Email Delivery
Send • Highly Available • SMTP • API
Repor3ng • Rest API • Web UI • Postback API
Deliverability Protec3on • Bounce Reclassifica5on • Complaints • Suppression List
Engagement Tracking • Open • Click • Unsubscribes
Thanks for listening!
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deliverability.com
Now it’s 3me for Q&A