Improving DeliverabilityThe Contract Between ESP, ISP and Client

http://www.youtube.com/watch?v=8FVme_xIRYk

About Ken and DJ

Flickr: dok1

WITHOUT DELIVERABILITY

EMAIL WOULD BE…

TOTALLY USELESS.

The Email Deliverability Triangle

Created using Wordle

Infrastructure: What BSF Does (so you don’t

have to)

(Warning: The next few minutes will consist of “nerdy/technical” stuff.)

Flickr:

coneybeare

Infrastructure: What BSF Does (so you don’t

have to)

Permission

This phrase is

NOT TRUE when

it comes to email

marketing

Flickr: andymangold

What’s Wrong?

Permission

Email

Subscription

Landing Page

List Maintenance

Retail Email Unsubscribe Benchmark Study 2010 (PDF)

Instead of “Best Practices” …

Practices that are bestfor you

Helping to

make you

better email

marketers

Deliverability vs. Placement

The Secret to Email Deliverability

Send timely, targeted, relevant, valuable email to subscribers who

have asked

Memorize This

• Email delivery is a contract: ESP-ISP-YOU

• Infrastructure – Permission – List Maintenance – Best Practice

• BSF is here to help make you a better email marketer.

• “The Secret”

Did we mention that we’re here to help?