email deliverability matters — for marketers
DESCRIPTION
Marketers know the term email deliverability, but many do not know why or how it impacts their demand generation strategy or revenue. The focus on email deliverability is not new to marketers, it is just more important today than in the past as more and more organizations rely on marketing automation to deliver their essential messages to customers and prospects. Consider these facts, shared by Jay Baer: - 21% of email recipients report email as Spam, even if they know it isn’t - 17% of Americans create a new email address every 6 months - 30% of subscribers change email addresses annually What good is an email if it doesn’t reach its intended recipient? Or even worse, what if you are intentionally or unintentionally ignoring opt-out requests and find yourself on the wrong side of compliance and unhappy prospects? Email deliverability matters. Learn from email deliverability and privacy expert, Chris Arrendale of Annuitas and Meghan Friend of Right On Interactive, the deliverability essentials you must know to enable a successful demand generation strategy. This presentation will provide: 1. Top email deliverability essentials for marketers 2. Deliverability traps to avoid 3. Key deliverability metrics you must trackTRANSCRIPT
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!