Email Deliverability Matters – For Marketers

Chris Arrendale Meghan Friend

Typical Engagement

•  Deliverability Audit –  Current IP/domain analysis and

recommendations

•  Automated Monitoring + Remediation –  Daily reputation and blacklist notifications

•  Quarterly On-Site Strategy Programs –  Ongoing deliverability strategy

•  Privacy/Compliance Programs –  Centered around email privacy and

compliance both domestic and international

•  Online Deliverability Assessment –  http://go.annuitas.com/Email-

Deliverability-Assessment

What is Deliverability? •  Delivered is the way to

measure that the email was accepted by the recipient’s mail server.

•  Deliverability is getting to the inbox and measuring the open/click statistics.

•  Getting your email into your subscriber’s inbox is the only way to get opens, clicks, and conversions!

•  Deliverability is constantly changing and evolving.

Email Filtering

Spam Filters •  Many filters look for the

following: –  Recipient engagement. –  Authentication –  The reputation of the sending IP

address. –  The sender’s domain reputation. –  Characteristics of the email content. –  Digital fingerprint

•  Spam filters are always evolving and changing thousands of times a day!

•  B2B rule sets can vary from domain to domain.

List Management

IP/Domain Reputation

B2B Filtering Example

4 Steps to the Inbox First - Configure:

–  Setup Authentication - SPF, SenderID, DomainKeys, DKIM. Second - Make Friends:

–  Get signed up on all feedback loops and white lists possible – not all ISP’s and Inbox Providers have one but research those that do and sign up!

–  Research reputation. Third - Design Campaigns:

–  Make sure your Image to Text Ratio is ~30/70. –  Include an “Add to Address” Book statement. –  Brand Messages –  Include text or html unsubscribe link (not an image) – one click opt out is best. –  Include Postal Address in Footer.

Lastly - Maintain: –  Keep User Engagement High – Target recipients with relevant content and stop

sending to any that are not interested. –  Keep your abuse complaint rate below 0.3% - remove complaints immediately. –  Keep your bounce rates below 10% - remove hard bounces immediately. –  Entice and remind recipient’s to add your from address to their address book.

Sending Volumes

•  Sending volumes to smaller domains is key to getting delivered.

•  Major ISPs publish rate limits and connection settings.

•  B2B and smaller B2C domains do not publish these settings.

•  Key is to send smaller volumes to not ‘flood’ the recipient’s mail server.

•  Get whitelisted, if possible. •  Communicate this with your

subscribers!

Questions? Thank you!