icontactplus dm news deliverability webinar

21
Sponsored by Reaching the Inbox Secrets to Success Part 1

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A detailed presentation on inbox deliverability best practices.

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Page 1: iContactPlus DM News deliverability webinar

Sponsored by

Reaching the InboxSecrets to Success

Part 1

Page 2: iContactPlus DM News deliverability webinar

Agenda

Consumer Landscape Email Landscape Best Practices

Page 3: iContactPlus DM News deliverability webinar

Consumer Landscape

Page 4: iContactPlus DM News deliverability webinar

What Consumers Want…

Relevancy

On Demand

Community

Delightful Experience

Page 5: iContactPlus DM News deliverability webinar

Consumer

ISP

Design

ContentDelivery

Email Client

Engagement

Factors Affecting the Consumer

Page 6: iContactPlus DM News deliverability webinar

Email Landscape

Page 7: iContactPlus DM News deliverability webinar

7

20% of Mail Never Makes it to the Inbox

Page 8: iContactPlus DM News deliverability webinar

8

Deliverability is Cited as Top Challenge by Marketers

25%

29%

30%

37%

52%

0% 20% 40% 60% 80% 100%

Images not rendering in our email messages

Knowing where to begin to optimize our mailings

Declining response rates (e.g., campaign performance)

List turnover (e.g., addresses churning and going bad)

E-mail deliverability

Page 9: iContactPlus DM News deliverability webinar

Anatomy of ISP Delivery Process

Recipient Rules

Inbox Spam box Block/bounce

AOL Internal Blacklists

AOL Reputation Metrics - ”Abuse Data”

In Address Book

Enhanced White List

No White ListStandard White

ListCertified Mail

AOL Rules & Bayesian/Signature

AOL Volume Filters

Recipient Bayesian

URL Blocklists

Page 10: iContactPlus DM News deliverability webinar

ISPs Scorecard of a Mailers Reputation

Hotmail

AOL

Page 11: iContactPlus DM News deliverability webinar

Issues Impacting Delivery

Mailing System Business Policies Reputation Design & Content Data Management

Page 12: iContactPlus DM News deliverability webinar

How Engaged Are Your Customers?

Page 13: iContactPlus DM News deliverability webinar

Best Practices

Page 14: iContactPlus DM News deliverability webinar

Best Practices Register for Whitelist and Feedback Loops

– http://www.pivotalveracity.com/email-marketing-resources/isp-postmaster-resources.html

Review how emails render across various email clients

Run deliverability test via a 3rd party or independently Identify inactive customers and consider removing

them from all mailings Identify original source of unsubscribes/FBLs and

consider making alterations to acquisition methods

Page 15: iContactPlus DM News deliverability webinar

Sponsored by

Reaching the InboxSecrets to Success

Part 2

Page 16: iContactPlus DM News deliverability webinar

Today’s Topics on Deliverability

I. Understand how it works

II. Choose your destiny

III. Follow these guidelines

IV. Use these techniques

V. Contact us to learn more

Page 17: iContactPlus DM News deliverability webinar

Understand how it works(1) Mail is sent

• Could be an ESP or Individual Sender

(2) Mail is “received”• Could be ISP or business

(3) Mail is filtered with MANY different methods• Authentication (SPF, DKIM)• Blacklists and Whitelists• Sender reputation• Content filters• User safe lists

(4) Mail is processed… “delivered”• Inbox • Spam folder• Bounced• Deferred (the black hole)

Page 18: iContactPlus DM News deliverability webinar

Choose your destiny“Senders that were listed on just one of the top 12 blacklists saw their delivery rates plunge to an average of 35%”. - Return Path (2008)

When you choose your email provider, you choose your deliverability destiny.

Two Types:

1) Pooled (Shared): Can be efficient, low cost, low risk

2) Individual: Can be low cost

What’s it take to reach the inbox?

- Warming up- Feedback loops- Whitelists- Blacklist monitoring

Page 19: iContactPlus DM News deliverability webinar

Follow these guidelines“75% of respondents say lack of relevance is the biggest reason subscribers choose to opt out, followed closely by sending too frequently.” - Return Path (2010)

There several things you can do to improve your odds of reaching the inbox.

- Send a welcome message to all new subscribers

- Ask subscribers to add you to their safe list, address book, etc

- Use spam-check tools on your messages

- Don’t include attachments or imbed any video/audio

- Don’t use too many images or rely solely on images

- Use a permission statement in your messages and sign up form

Page 20: iContactPlus DM News deliverability webinar

Use these techniques“Twenty percent of email in the US and Canada is still not making the inbox with 4% of email going to the “junk” or “bulk” folder and 16% going missing.” - Return Path (2010)

We also recommend:

- Test your HTML designs for rendering problems

- Consider using a confirmed opt in process

- Run Return Path reports to test your inbox delivery

- Segment your list and send targeted relevant messages

- Finally, never consider buying, renting, or sharing lists

Page 21: iContactPlus DM News deliverability webinar

Contact us to learn more

For copies of these slides, general questions or ideas please feel free to contact me directly:

Derek EdwardsiContact Account [email protected]