inbox deliverability: the name of the game
DESCRIPTION
Inbox deliverability is the name of the game for any email marketer. You've heard about the "rules of engagement," but as with all technology-based processes, email marketing has undergone dramatic changes in the past few years, creating new obstacles for modern marketers. This session will discuss ways that email marketers can leverage subscriber engagement to improve email deliverability. From removing inactive email addresses to increasing relevance for subscribers, we’ll help you find ways to improve your inbox deliverability and better engage your valuable subscribers.TRANSCRIPT
Deliverability Taking control
Topics
Ø Inbox Factors
Ø Permissions Ø Engagement Ø Relevancy Ø Private Domains Ø Unknown/inactive
Ø ISP Worldview
Ø Compliance
Ø Q&A
Inbox Factors Cornerstone to Success
Inbox Factors
Com
plex
ity to
Man
age
1997 Present
Spammy words
Spam Scores
HTML Code
Blacklists
Whitelists
Bounce rates
SPF/Sender ID
Spam Complaints
Spam traps
Reputation
Engagement
Permissions
- Clear, explicit and conspicuous consent
- Ask, don’t assume
- Quantity over quality
- Stop measuring success by size
- Stick with people who deliberately asked to hear from you
- Clear permission = inbox, faster delivery, increased ROI
- Gray/unclear permissions = bulk, block, throttle, blacklists, reputation, complaints, decreased ROI
Permissions
Point of Sale
Ø History/Spamhaus
Ø What happened
Ø What to do
Ø Confirm POS email addressees immediately Ø Double email address entry process Ø Sell why they should give you a valid address
Relevancy
Ø Send what they signed up for
Ø Segmented Target Marketing
Ø ‘Batch and blast’ is over
Ø Relevancy TRUMPS frequency
Ø Send less with more and not more with less
Ø 67% of people unsubscribe because relevancy of emails is weak.
Ø 61% unsubscribe because they are being mailed to0 much
Ø Relevant today, irrelevant tomorrow
Engagement
Ø Measured by opens, clicks, reply, forward, delete, TIS, TINS.
Ø Be relevant – keep the relationship alive!
Ø Know when to break up
Ø Cut back Ø End it Ø Try one more time
Ø Challenges
Ø Increase bulk mail, blacklists, blocks, throttling
Ø Solutions
Ø Remove non-engaged
Ø Results
Ø Inbox ! – higher opens, clicks, conversions, increase ROI
Inactive Users
Ø Time to Clean!
Ø Why?
Ø How? 2 ways
Ø Remove them or send a note saying you are going to remove unless they click on “no, keep me on your list”.
Ø Offer less frequent emails via preference center
Ø Caution offering incentives to come back
Ø Refrain on multiple re-engagements
Private Domains
ISP Trends: Movement from IP to domain based reputation
Ø Bronto private (clientname.bronto.com)
Ø Private domain (clientname.com)
Outbound messages have your company’s branding
Own and control your delivery reputation
Ø Messages show your domain
Reply to
Error’s to (ReturnPath, bounces)
Links
Images
Authentication (SPF, SID, DKIM)
ISP Worldview Measurements
ISP Measurements
Ø How many votes of ‘this is spam’ and ‘this is not spam’ against a marketer (IP, domain)
Ø How many emails are deleted without engagement (open, read, click, reply)
Ø How many people are adding the sender to their contact list.
Ø Open and read rates a sender has
Ø Authentication (DKIM – matching domains)
Ø Affiliate marketing is bad. Know your partners
Ø Watching who sends to abandoned email addresses
Ø Bounce rates
Ø External blacklists (Spamhaus, Cloudmark)
Ø ReturnPath Senderscores
Ø “Get people to love your emails”
ISP Measurements
Good Reputation
Bad Reputation
High Risk Low Risk
DKIM
SPF
Sender ID Dedicated IP
Private Domain Engagement
Confirmed Opt-in
Organically Acquired
Un-checked Opt-in
List-Unsub header
Low sending volume Unsubscribe rate
Co-reg Confirmed opt-in
Co-reg Unconfirmed opt-in
This is not spam
Contact List
Cold IP Pre-checked opt-in
Shared IP
Append Opt-out
Append Opt-in
Affiliate Marketing
Purchased List Spam complaints
Bad Addresses
Spam traps
List Rental
Compliance
Canadian Anti-Spam Legislation (CASL)
Ø Now law, not enforced
Ø Mirrors CAN-SPAM on basics
Ø Pre-checked box not allowed for newsletters/signups
Ø Buyers ok to send to. Have 2 years to obtain explicit consent
Ø Violations - $1m individual, $10m corporation
Ø Exemptions – asking for info, replies to inquiries
Ø Be prepared
Ø Remove/re-permission addresses nearing 2 years who haven't interacted
Ø Record email collection: IP address, time stamp, method
Questions ?
Chris Kolbenschlag Director of Deliverability
Bronto Software [email protected]
919.595.2458