Improve and Understand your Email Deliverability

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Post on 13-Apr-2017




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<ul><li><p>Presented by</p><p>Insider Tips: Improve and Understand Your Email </p><p>Deliverability</p></li><li><p>Sally BeersBusiness Development Manager UK &amp; Ireland</p></li><li><p>UK &amp; Ireland</p><p>Twitter:@BMEmailUKFacebook:Benchmark Email UKGoogle+:Benchmark EmailLinkedIn:</p></li><li><p>#BenchmarkWebinar</p><p>Please use this hashtag to find more information on Twitter and share your comments and feedback. Thanks for joining the discussion!</p></li><li><p>Summary</p><p> What is deliverability? The life of an email glossary </p><p>From email creation to the inbox</p><p> Measuring deliverability Common problems The future of deliverability</p></li><li><p> The likelihood that the email will be received in the inbox</p><p> Identifying, investigating, and solving delivery issues</p><p>What is deliverability?</p></li><li><p> Spawner Pool Relay Server Shared IP Dedicated IP Delivery log</p><p>Glossary: The Life of an Email</p></li><li><p>Where can your email end up?</p><p>Quarantine/DeletedInbox Spam Folder</p></li><li><p>Examples of delivery logs</p></li><li><p>How do we measure deliverability?</p><p> Abuse Email Design &amp; Content List Generation and Usage Recipient Engagement Sender Reputation Server Reputation</p></li><li><p>Abuse</p><p> Reported via feedback loop Direct Complaints sent to our support team Indirect complaints sent to Anti-Spam Organizations</p><p>User Complaints</p></li><li><p>Abuse</p><p> Reported directly to our team via Anti-Spam Organizations Reported daily via MSNs Smart Network Data Services (SNDS) Reported indirectly via our TelCos (AT&amp;T, Rackspace, etc)</p><p>Spam Traps</p></li><li><p>Email Design &amp; ConceptContent</p><p> Keywords and Phrases Excessive use of punctuation Excessive use of non </p><p>alphanumeric Characters All Caps Links Phishing</p></li><li><p>Email Design &amp; ConceptDesign</p><p> Image-only campaigns Text-only campaigns Colours and contrast Email flow</p></li><li><p>List Generation and UsageGeneration</p><p> Single Opt-in Double Opt-in Harvested Purchased Acquired (via company merger </p><p>or purchase)</p><p>Sign Up</p></li><li><p>List Generation and UsageUsage</p><p> Why did the recipient sign up? When did the recipient sign up? How long has it been since the </p><p>recipient last emailed? Are the emails relevant to the </p><p>recipients interests?</p></li><li><p>Engagement</p><p>Are recipients opening your emails? Are they clicking on links? How long has it been since </p><p>they last opened an email? Have they ever opened an </p><p>email?</p></li><li><p>Sender Reputation</p><p>Who is sending the emails? Have they sent emails before? </p><p>When? How did recipients react to </p><p>prior emails? Are they a known spammer? Is their website hosting </p><p>malicious content? Is their website blacklisted?</p><p>?</p></li><li><p>Server Reputation</p><p>Where are the emails coming from? Is the IP known for sending </p><p>spam? Is the IP blacklisted? By who? Is the IP whitelisted? How have recipients reacted to </p><p>emails sent by this IP?</p></li><li><p>Common Deliverability Tickets</p><p> High bounces Emails received in </p><p>spam folder</p><p> Email not received Emails blocked or </p><p>rejected</p><p> Spam Traps</p><p> High abuse rate</p></li><li><p>Bounces</p><p>Quality of list How old is the list? How was the list gathered? Is the list single opt-in? Is the list double opt-in? Are there any visible spelling </p><p>mistakes? (Yhoo/Gmal/Htmail)</p></li><li><p>Are the bounces domain specific?</p><p> Delivery logs checked.</p></li><li><p>Email Received in SpamContent, Design &amp; Subject Line</p><p> Keywords and phrases All Caps Check Links Phishing Excessive use of non </p><p>alphanumeric characters and punctuation</p></li><li><p>High Abuse Rates</p><p>Abuse Rate Tickets are Usually </p><p>Initiated by the ESP</p><p>Complaints are the result of either</p><p> Negligence of list hygiene Purchased/Harvested lists Clients who have forgotten </p><p>they opted in</p></li><li><p>Future of Deliverability</p></li><li><p>The Future of DeliverabilityThe bar is raising</p><p>Every major ISP is constantly changing their systems and practices to stay ahead of spammers. This means that the bar is always moving. As a team, it is our responsibility to help educate our clients to understand this.</p></li><li><p>The Future of DeliverabilityWhat are ISPs doing?</p><p> Analysing email and user trends</p><p> Separating personal and promotional emails</p><p> Improving the interaction with email</p></li><li><p>The Future of Deliverability</p><p>What can you do?</p><p> Pay close attention to your reports</p><p> Spring cleaning - List hygiene Better segmentation Content driven emails</p><p>?</p></li><li><p>The Future of DeliverabilityWhat is Benchmark doing?</p><p> Engagement Monitoring Advanced throttling and server </p><p>grouping Automated features that work </p><p>for you Constant update and education</p></li><li><p>Email Marketing Series + eBook</p></li><li><p>Q&amp;AThank you for your time!Please feel free to ask questions or contact me at</p></li><li><p>Thanks for Attending!</p></li></ul>