email deliverability workshop: beyond the basics

Download Email Deliverability Workshop: Beyond the Basics

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This workshop on email deliverability was originally presented at the Marketing Sherpa Email Summit 2014 in Las Vegas. The workshop covered the multiple points of failure that cause emails to end up in the spam folder.

TRANSCRIPT

Title Goes Here: 28pt Trebuchet

Email Deliverability: Beyond the Basics

Marketing Sherpa Email Summit

February 17, 2014

About Return Path

Return Path is the worldwide leader

in email intelligence.

Our solutions help you connect with

customers, engage your target market

and protect your brand.

Julia Peavy

Director, Response Consulting

Return Path, Inc.

Your Instructors

Tonya Mitchell Senior Consultant, Deliverability

Return Path, Inc.

Provide an overview of the email ecosystem and all major points of email intelligence failure

Highlight the most important email effectiveness factors you can impact

Review best practices that you can implement to produce the biggest return on investment

Training Goals

Email Trends

Email Delivery What could go wrong?

Where do I focus my efforts?

Email Fundamentals

Reputation

Content & Rendering

List Quality & Segmentation

Complaints

Spoofing & Phishing Awareness

ISP Filtering

Engagement & The Competition

Q&A

Agenda

Email Trends How does your email program compare?

2.4 billion Email users worldwide

166 billion Emails sent per day worldwide

4.9 billion Email mailboxes worldwide

Email by the Numbers for 2014

Source: http://www.radicati.com/wp/wp-content/uploads/2012/04/Email-

Statistics-Report-2012-2016-Executive-Summary.pdf

77% of consumers said the best

way to receive promotional

messages is via email

Source: ExactTarget 2012 Channel Preference Survey

Email is the Preferred Channel

Where Do People Read Email?

Source: Return Path December 2013

Mobile 51%

Desktop 27%

Webmail 22%

Deliverability Tactics

2% 12%

7% 7%

11% 13%

15% 17%

19% 21% 22%

27% 39% 39%

41% 51%

62%

Other

Don't know/ Not applicable

Seek Certification

Send Repermission Campaigns

Subscriber to a blacklist marketing service

Sign up for Feedback Loops

Learn Reputation Score

Launch Reactivation Campaign

Monitor Inbox Placement Rate

Authenticate Sender ID, SPF or DKIM

Request to be whitelisted

Evaluate soft bounces

Maintain an Opt-in Only Subscriber List

Remove Inactive Subscribers

Clean Lists Regularly

Measure and Remove Hard Bounces

Provide an easy unsubscribe Process

Which of the following tactics is your organization using to improve email deliverability?

Source: 2013 MarketingSherpa Email

Marketing Benchmark Survey

22% of Opt-in Messages Dont Make it to the Inbox

Source: Return Path

Email Intelligence Report

Placement Benchmarks, 1H 2013

67 Points of Failure Its more complex than you thought!

Email Delivery:

What could go

wrong?

Reputation ISP criteria

IP history Whitelist Blacklist

Shared IP Authentication SPF DKIM DMARC

ISPs

Security Spoofing Phishing

Spam

mer

s

JUNK () Engagement Ignore/Delete Unsubscribe Complaints SRD Data Feedback loops

SENT

Infrastructure MTA

IP Address DNS

Delivery Plan

Cadence Frequency

Volume

Filtering Classification

Automatic Personal Graymail

DELIVERED

(+) Engagement Reads Opens Clicks Shares Priority Inbox SRD Data TINS Rendering Tagging Images on HTML errors Email clients Mobile devices

Bouncing Unknown address Undeliverable Mailbox full Auto reply

Blocking & Missing ISP firewalls Unknown user rate Spam

List Signup

Permission Welcome

Data sources Unknown Users

Spam traps Segmenting

Aging Hygiene

Content Text

Images Text-Image ratio

Links Offers

Call to Action A/B Testing Spam words

Spelling Errors Responsive design

Spam laws

Senders

INBOX

Subscribers

Competition Similar offers

Social updates Notifications

Changing interests

Email Delivery:

ESP & ITs Responsibility

Reputation ISP criteria

IP history Whitelist Blacklist

Shared IP Authentication SPF DKIM DMARC

ISPs

Security Spoofing Phishing

Spam

mer

s

JUNK () Engagement Ignore/Delete Unsubscribe Complaints SRD Data Feedback loops

SENT

Infrastructure MTA

IP Address DNS

Delivery Plan

Cadence Frequency

Volume

Filtering Classification

Automatic Personal Graymail

DELIVERED

(+) Engagement Reads Opens Clicks Shares Priority Inbox SRD Data TINS Rendering Tagging Images on HTML errors Email clients Mobile devices

Bouncing Unknown address Undeliverable Mailbox full Auto reply

Blocking & Missing ISP firewalls Unknown user rate Spam

List Signup

Permission Welcome

Data sources Unknown Users

Spam traps Segmenting

Aging Hygiene

Content Text

Images Text-Image ratio

Links Offers

Call to Action A/B Testing Spam words

Spelling Errors Responsive design

Spam laws

Senders

INBOX

Subscribers

Competition Similar offers

Social updates Notifications

Changing interests

Email Delivery:

Marketers Responsibility

Reputation ISP criteria

IP history Whitelist Blacklist

Shared IP Authentication SPF DKIM DMARC

ISPs

Security Spoofing Phishing

Spam

mer

s

JUNK () Engagement Ignore/Delete Unsubscribe Complaints SRD Data Feedback loops

SENT

Infrastructure MTA

IP Address DNS

Delivery Plan

Cadence Frequency

Volume

Filtering Classification

Automatic Personal Graymail

DELIVERED

(+) Engagement Reads Opens Clicks Shares Priority Inbox SRD Data TINS Rendering Tagging Images on HTML errors Email clients Mobile devices

Bouncing Unknown address Undeliverable Mailbox full Auto reply

Blocking & Missing ISP firewalls Unknown user rate Spam

List Signup

Permission Welcome

Data sources Unknown Users

Spam traps Segmenting

Aging Hygiene

Content Text

Images Text-Image ratio

Links Offers

Call to Action A/B Testing Spam words

Spelling Errors Responsive design

Spam laws

Senders

INBOX

Subscribers

Competition Similar offers

Social updates Notifications

Changing interests

Email Deliverability Factors

Email Fundamentals A few basics before we dive into the detail

Deliverability and Response

Email Program Goals and Objectives

Importance of Obtaining Permission

List Sources

Sending a Welcome Message

Email Fundamentals Summary

Deliverability = Email that reaches the intended

recipients inbox.

Response = How the recipient interacts with the email once

received.

2 different concepts intertwined to maximize ROI

Deliverability and Response

Know your program goals

Know how each campaign will help meet

your program goals

Define your target audience

Determine your success metrics

Learn from each campaign

Adapt and improve

Email Program Goals and Objectives

Permission is obtaining consent from your subscribers to receive your email

Permission-based email programs have higher response and better deliverability

Subscribers that expect and want to receive your emails will be more engaged

with your email program

Permission is not forever

Obtaining Permission

Organic = Email addresses collected by you

Third Party = Email addresses collected by another entity (co-reg, affiliate, list

rental, append, etc.)

List Sources

Best Practices:

Utilize Organic lists when possible

Deploy Organic and Third Party lists from separate IPs

Third Party:

List owner should deploy initial message

Ensure branding identifies the Third Party list owner

Clearly communicate your relationship

Include a clear call to action

Make it easy to unsubscribe

Monitor response and complaints from each list source

List Sources

The Facts:

Usually has higher open rates

Manages the new customer experience

Helps protect your list quality

Sets customer expectations

Promotes the value of receiving your emails

The Welcome Message

Best Practices: Send the welcome message from a

dedicated IP immediately

Set email program expectations and value of receiving your emails

Use recognizable Friendly From and branding

Include instructions to add to address book

Provide a link to update preferences and unsubscribe

Provide links to social networks, the website, and to the privacy policy

The Welcome Message