eloqua demystifies email deliverability

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An overview of the factors that impact email deliverability and what you can do to improve your reputation and sender score.

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  • 1.Demystifying Email DeliverabilityDennis DaymanChief Deliverability and Privacy Officer, Eloqua#DELIVERIT 1

2. Demystifying Email Deliverability Inbox Junk 2 3. Agenda What is a Sender Score or Reputation? What are the factors in that Score? How to improve them? Deliverability 101 Complaints, Bounces, Spam Trap, Volumes, ListManagement, and Content What does it cost me? 3 4. What is a Sender Score?Sender Score is a credit score. Reputation Just like when the dealership your getting a car loan fromchecks your financial score Reputation comes down to what other people think of youremail methods. What is email based on? Complaints Bounce Rate Hard Block Backlistings Volumes Spamtraps 5. Sender Scorehttp://www.senderscore.org IP Domain 5 6. Why is it Important?In 2009, an estimated 95% of all email was classified as SPAMBecause of increasingly aggressive filtering technologies Forgeries, Content Hijackings, growing botnets, etcOn average, 27.6% of commercial emails sent to businessaddresses don't reach the inbox. - Return Path (2009) In North America, only 80% of legitimate email is delivered tothe Inbox - Return Paths Biannual report on message deliverability 90% of delivery issues are related to senders behaviors and NOTcontent George Bilbrey, Return Path 7. Email Deliverability 101 Complaints Bounces Spam Trap Volumes List Management Content 7 8. Complaints#1 most important factor in reputationHuman response to unwanted mail Receivers notices back to sendersFeedback Loops Very low threshold0.01% of all email sent in 24 hour period 9. Email Clients 9 10. What You Can Do Monitor Complaint Rates SPAM Unsubscribe ReportRemember keep under 0.01%Trend over timeReview ALL changes when things go wrong 11. Email Deliverability 101 ComplaintsBouncesSpam TrapVolumesList ManagementContent11 12. All About BouncesHigh bounces signal bad lists or list managementpractices Indicative of spammers Send to as many addresses as possible No regard for valid of addresses Dont stay around for reporting Very hard for receiver to differentiate between badlist management and actual spamming 13. Dealing with BouncesHard BounceBad email addressesSoft BouncesMailbox fullBlocks/SpamContentURLTechnical FailuresServer downOut of Offices13 14. What You Can Do Spam TrapsRemove them? How?Dont buy *random* listsAsk for data history if you buy listGet SLAsWatch e-pending servicesRemove inactive accountsQuality over QuantityRun re-Confirmation processesUse confirmed opt-in in at capture14 15. Email Deliverability 101 ComplaintsBouncesSpam TrapVolumesList ManagementContent15 16. Volumes Volume is not in itself good or bad, but is animportant part of the overall reputation algorithm.A higher score equates to larger volume monitoredby the Sender Score Reputation Network. = More to measure you on16 17. What You Can Do - Volumes Do not send too frequently or randomly Send a steady, consistent volume Send from clean shared range if low volumes Create multiple interestsNewsletter Marketing17 18. Email Deliverability 101 ComplaintsBouncesSpam TrapVolumesList ManagementContent18 19. List ManagementSend to those who asked to receive your emailPeople will complain if they dont know who you areand did NOT request the content Frequency and RelevancyRecipients should see what they signed up for and atwhat frequency they signed up for itMeet their expectations of what they signed up for Know your subscriberUse personalization. Read their digital body languageSegment & target 20. What You Can Do - List ManagementEnsure you dont look like a spammer when delivering tonon-existent accounts Spammers batch and blast to the same list every time Old accounts are sometimes re-used as spamtraps 18-24 months later Remove bad email addressesReduce the amount of complaints against your IP Watch your spam unsubscribe reports regularly for trends Remove contacts that dont click-throughEnsures spam trap hits are low Dont buy lists or buy from trusted sources Perform opt-in Send email confirmationsActivity filters Remove inactive contacts from your database 21. Email Deliverability 101 ComplaintsBouncesSpam TrapVolumesList ManagementContent21 22. ContentContent is still important, but not as much as inthe past when it comes to sounding like aspammerContent preview testing Relevancy Call to action Image to text ratio 23. What You Can Do ContentPersonalization Inserting a person's name into an email increases open rates by as much as 10%. - Jupiter Research (2006)Dont include video, flash scripts or forms in email Most are blocked by email clients for securitySpam filtering is more likely to occur because ofHTML coding than the words in your email. - George Bilbrey, iMediaConnection (2006) Make sure your content is readable On mobile devices In preview panes With images OFF23 24. Content Preview Example 24 25. Why Do You Care? Model = $200K Average Deal SizeEloqua The CompetitionEmails Sent 220,000 73 Sender Score Emails Sent220,000 66 Sender ScoreEmails Delivered200,0001% to InquiryEmails Delivered180,0001% to InquiryStageVolumeConversion Rates Stage Volume Conversion RatesInquiries 2,000 4%Inquiries1,8004%MQL 8054% MQL72 54% SAL 4353% SAL39 53% SQL 2326% SQL 2126%65 WinsWins $1.2 Million $1.0 million25 26. Why Do You Care? Model = $200K Average Deal SizeEloqua The CompetitionEmails Sent 220,000 73 Sender Score Emails Sent220,000 66 Sender ScoreEmails Delivered200,0001% to InquiryEmails Delivered180,0001% to InquiryStageVolumeConversion Rates Stage Volume Conversion RatesInquiries 2,000 4%Inquiries1,8004%MQL 8054% MQL72 54% SAL 4353% SAL39 53% SQL 2326% SQL 2126%65 WinsWins $1.2 Million $1.0 million26 27. Digital Body LanguageDrives cleaner leads to websiteWho opened?Who clicked? Where?Whos active? Whos not?Whats most important to them?Segmentation and relevancyNurtureIntegrationDeliverability PLUS+27 28. What else does Eloqua do to helpProvide dedicated or shared IPs/BrandingDedicated Delivery and Privacy Team 24x7 MonitoringAutomatically suppress / report hard bouncebacks Bounceback History ReportAutomatically suppress / report ISP based complaints SPAM Unsubscribe List reportSuppress known bad spelling, known SPAM traps, highlevel complainers, FCC Wireless Suppression listDeliverability Testing through Return PathEmail and Privacy Certification 29. What you can doMonitor IP reputationhttp://www.senderscore.org Create a FREE account Have you IP or Domain ready Monitor complaint rates and adjustTrend in your email applicationsRemove themMonitor hard bounce rates and adjustAre you being seen as spam or spammer?Keep lists clean and relevantRemove inactiveQuality over Quantity 30. Getting to the Inbox30 31. Social Contact InfoDennis Dayman Twitter: ddaymanBlog: http://www.deliverability.com 32. Q&A