Presented by
Insider Tips: Improve and Understand Your Email
Deliverability
Sally BeersBusiness Development Manager UK & Ireland
UK & Ireland
Twitter:@BMEmailUKFacebook:Benchmark Email UKGoogle+:Benchmark EmailLinkedIn:https://es.linkedin.com/in/sallybeers
#BenchmarkWebinar
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Summary
● What is deliverability?● The life of an email glossary –
From email creation to the inbox
● Measuring deliverability● Common problems● The future of deliverability
● The likelihood that the email will be received in the inbox
● Identifying, investigating, and solving delivery issues
What is deliverability?
● Spawner● Pool● Relay Server● Shared IP● Dedicated IP● Delivery log
Glossary: The Life of an Email
Where can your email end up?
Quarantine/DeletedInbox Spam Folder
Examples of delivery logs
How do we measure deliverability?
● Abuse● Email Design & Content● List Generation and Usage● Recipient Engagement● Sender Reputation● Server Reputation
Abuse
● Reported via feedback loop● Direct Complaints sent to our support team● Indirect complaints sent to Anti-Spam Organizations
User Complaints
Abuse
● Reported directly to our team via Anti-Spam Organizations● Reported daily via MSN’s Smart Network Data Services (SNDS)● Reported indirectly via our TelCo’s (AT&T, Rackspace, etc)
Spam Traps
Email Design & ConceptContent
● Keywords and Phrases● Excessive use of punctuation● Excessive use of non
alphanumeric Characters● All Caps● Links● Phishing
Email Design & ConceptDesign
● Image-only campaigns● Text-only campaigns● Colours and contrast● Email flow
List Generation and UsageGeneration
● Single Opt-in● Double Opt-in● Harvested● Purchased● Acquired (via company merger
or purchase)
Sign Up
List Generation and UsageUsage
● Why did the recipient sign up?● When did the recipient sign up?● How long has it been since the
recipient last emailed?● Are the emails relevant to the
recipient’s interests?
Engagement
Are recipients opening your emails?● Are they clicking on links?● How long has it been since
they last opened an email?● Have they ever opened an
email?
Sender Reputation
Who is sending the emails?● Have they sent emails before?
When?● How did recipients react to
prior emails?● Are they a known spammer?● Is their website hosting
malicious content?● Is their website blacklisted?
?
Server Reputation
Where are the emails coming from?● Is the IP known for sending
spam?● Is the IP blacklisted? By who?● Is the IP whitelisted?● How have recipients reacted to
emails sent by this IP?
Common Deliverability Tickets
● High bounces● Emails received in
spam folder
● Email not received● Emails blocked or
rejected
● Spam Traps
● High abuse rate
Bounces
Quality of list● How old is the list?● How was the list gathered?● Is the list single opt-in?● Is the list double opt-in?● Are there any visible spelling
mistakes? (Yhoo/Gmal/Htmail)
Are the bounces domain specific?
● Delivery logs checked.
Email Received in SpamContent, Design & Subject Line
● Keywords and phrases● All Caps● Check Links● Phishing● Excessive use of non
alphanumeric characters and punctuation
High Abuse Rates
Abuse Rate Tickets are Usually
Initiated by the ESP
Complaints are the result of either
● Negligence of list hygiene● Purchased/Harvested lists● Clients who have forgotten
they opted in
Future of Deliverability
The Future of DeliverabilityThe bar is raising
Every major ISP is constantly changing their systems and practices to stay ahead of spammers. This means that the bar is always moving. As a team, it is our responsibility to help educate our clients to understand this.
The Future of DeliverabilityWhat are ISPs doing?
● Analysing email and user trends
● Separating personal and promotional emails
● Improving the interaction with email
The Future of Deliverability
What can you do?
● Pay close attention to your reports
● Spring cleaning - List hygiene ● Better segmentation ● Content driven emails
?
The Future of DeliverabilityWhat is Benchmark doing?
● Engagement Monitoring● Advanced throttling and server
grouping● Automated features that work
for you● Constant update and education
Email Marketing Series + eBook
“Q&AThank you for your time!Please feel free to ask questions or contact me at [email protected]
Thanks for Attending!
