Download - Inbox Deliverability: The Name of the Game
Deliverability Taking control
Topics
Ø Inbox Factors
Ø Permissions Ø Engagement Ø Relevancy Ø Private Domains Ø Unknown/inactive
Ø ISP Worldview
Ø Compliance
Ø Q&A
Inbox Factors Cornerstone to Success
Inbox Factors
Com
plex
ity to
Man
age
1997 Present
Spammy words
Spam Scores
HTML Code
Blacklists
Whitelists
Bounce rates
SPF/Sender ID
Spam Complaints
Spam traps
Reputation
Engagement
Permissions
- Clear, explicit and conspicuous consent
- Ask, don’t assume
- Quantity over quality
- Stop measuring success by size
- Stick with people who deliberately asked to hear from you
- Clear permission = inbox, faster delivery, increased ROI
- Gray/unclear permissions = bulk, block, throttle, blacklists, reputation, complaints, decreased ROI
Permissions
Point of Sale
Ø History/Spamhaus
Ø What happened
Ø What to do
Ø Confirm POS email addressees immediately Ø Double email address entry process Ø Sell why they should give you a valid address
Relevancy
Ø Send what they signed up for
Ø Segmented Target Marketing
Ø ‘Batch and blast’ is over
Ø Relevancy TRUMPS frequency
Ø Send less with more and not more with less
Ø 67% of people unsubscribe because relevancy of emails is weak.
Ø 61% unsubscribe because they are being mailed to0 much
Ø Relevant today, irrelevant tomorrow
Engagement
Ø Measured by opens, clicks, reply, forward, delete, TIS, TINS.
Ø Be relevant – keep the relationship alive!
Ø Know when to break up
Ø Cut back Ø End it Ø Try one more time
Ø Challenges
Ø Increase bulk mail, blacklists, blocks, throttling
Ø Solutions
Ø Remove non-engaged
Ø Results
Ø Inbox ! – higher opens, clicks, conversions, increase ROI
Inactive Users
Ø Time to Clean!
Ø Why?
Ø How? 2 ways
Ø Remove them or send a note saying you are going to remove unless they click on “no, keep me on your list”.
Ø Offer less frequent emails via preference center
Ø Caution offering incentives to come back
Ø Refrain on multiple re-engagements
Private Domains
ISP Trends: Movement from IP to domain based reputation
Ø Bronto private (clientname.bronto.com)
Ø Private domain (clientname.com)
Outbound messages have your company’s branding
Own and control your delivery reputation
Ø Messages show your domain
Reply to
Error’s to (ReturnPath, bounces)
Links
Images
Authentication (SPF, SID, DKIM)
ISP Worldview Measurements
ISP Measurements
Ø How many votes of ‘this is spam’ and ‘this is not spam’ against a marketer (IP, domain)
Ø How many emails are deleted without engagement (open, read, click, reply)
Ø How many people are adding the sender to their contact list.
Ø Open and read rates a sender has
Ø Authentication (DKIM – matching domains)
Ø Affiliate marketing is bad. Know your partners
Ø Watching who sends to abandoned email addresses
Ø Bounce rates
Ø External blacklists (Spamhaus, Cloudmark)
Ø ReturnPath Senderscores
Ø “Get people to love your emails”
ISP Measurements
Good Reputation
Bad Reputation
High Risk Low Risk
DKIM
SPF
Sender ID Dedicated IP
Private Domain Engagement
Confirmed Opt-in
Organically Acquired
Un-checked Opt-in
List-Unsub header
Low sending volume Unsubscribe rate
Co-reg Confirmed opt-in
Co-reg Unconfirmed opt-in
This is not spam
Contact List
Cold IP Pre-checked opt-in
Shared IP
Append Opt-out
Append Opt-in
Affiliate Marketing
Purchased List Spam complaints
Bad Addresses
Spam traps
List Rental
Compliance
Canadian Anti-Spam Legislation (CASL)
Ø Now law, not enforced
Ø Mirrors CAN-SPAM on basics
Ø Pre-checked box not allowed for newsletters/signups
Ø Buyers ok to send to. Have 2 years to obtain explicit consent
Ø Violations - $1m individual, $10m corporation
Ø Exemptions – asking for info, replies to inquiries
Ø Be prepared
Ø Remove/re-permission addresses nearing 2 years who haven't interacted
Ø Record email collection: IP address, time stamp, method
Questions ?
Chris Kolbenschlag Director of Deliverability
Bronto Software [email protected]
919.595.2458
