Manage your List to

Maximize Revenue

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Today’s Speaker

Join the discussion on Twitter #Lyriswebinar

Evan Burke Global Head of Deliverability

Lyris, Inc.

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Key Email Marketing Pain Points List Growth and Maintenance

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Deliverability Basics

Ideas for List Building

Publisher Considerations for List Management

Agenda

Deliverability Basics

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Understanding Spam Filter Behavior

What’s the best way to determine whether a mail is spam?

Ask the person receiving it.

Or, more broadly speaking: ask all of

the recipients receiving it.

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Spam Filtering – Key Metrics

Hard bounce rate

Spam complaints

Engagement (opens, clicks)

Messages reported as ‘not spam’

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Spam Filtering – email configuration

From / Reply address

Authentication (DKIM, SPF, DMARC)

Domains used in messages

Links

Image URLs

“Envelope-From” / Return-Path

Sending IP address

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Configuration benefits

There are a few key ways this benefits your deliverability:

Greater control over your sending reputation

Helps ensure you won’t be affected by third party messages

ISPs recommend many forms of configuration

Enables use of certain feedback loops

Reduces susceptibility to reputation hijacking

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The state of spam filtering

The secret to good deliverability:

Send email that people

want to receive.

That’s not so tricky, is it?

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Managing metrics

Key ways to keep metrics in line include:

No surprises

Recipients should expect your mail

Know who you are and why you’re emailing them

Keep the email relevant to the recipient

Establish a lifecycle program for recipients

Welcome message

Drip campaigns

Sunset policy

List Building

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The first rule of sending to a purchased list is:

Do NOT send to a purchased list

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Why are purchased lists bad?

Data quality issues / spamtraps

High spam complaints

High hard bounces

Unexpected / unwanted mail

These translate to deliverability issues – sometimes irreparable.

Would you take a 20% drop in deliverability for up to 2 months – or

sometimes more - for the short-term benefit you might get from a

purchased list?

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Improving the sign-up form

Problem:

Lost sign-ups due to complicated sign-up forms

Can affect both B2B and B2C

Solution:

Use a hybrid approach to acquiring an email address

Get the address first

Ask for additional detail after you have the email

Use automated follow-up if details are missing

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Other Options

Pop-up Subscription Forms

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Make your sign-up obvious

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Be Descriptive Tell potential subscribers exactly what you

plan to send them and how often.

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Capture subscriber details directly in Facebook.

Social Media: Facebook sign-up

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Social Media: Twitter Lead Gen Cards

Outdoor gear and apparel

company Rock/Creek

(@RockCreek) were able to

capture over 1,700 new email

addresses in less than a week.

Twitters Lead Gen Cards allow

you to capture email addresses

through promoted tweets.

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Don’t neglect recipients after sign-up

Effective email list building has three key components:

1. Where and how you acquire the email addresses

2. How you welcome each new email subscriber

3. How you manage the relationship after the email opt-in

Publishers Considerations for List Management

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Key challenges

Lots of lists to manage, often from different sources

Multiple marketing managers, with many responsibilities

outside of email

Lack of centralized list management

Incomplete best practices, particularly in the area of

deliverability infrastructure

Lower sending frequency can increase invalid rate

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What do these lead to in practice?

Increased hard bounces

Widely varying sending reputation across lists / marketing

managers

Actions of one marketing manager – or quality issues with

one list – can impact deliverability for the entire

organization

Inconsistent application of best practices

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Solutions:

Centralize list management

If an address hard bounces for one list, remove it from others.

Consider doing this with spam complaints/unsubscribes as well, based on business needs

Define best practices for:

List management

List acquisition

Deliverability infrastructure

Activity segmentation

Lifecycle programs

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Solutions continued…

Train marketing managers on processes and best practices

Design and implement policies for isolating accounts, where appropriate:

Separate sending IPs

Separate domains

Regularly review performance and configuration of each list/account with an eye towards reputation

Lyris’ DeliveryView consulting services can help you build policies and practices for optimizing deliverability.

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Questions?

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Trusted email marketing solution for some of

the world’s largest B2C and B2B publishers,

and media and entertainment companies

How Lyris Can Help

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Free Marketing Guide:

A link to our guide, Publishers How-To Handbook for Managing &

Optimizing Email Deliverability, will be provided

in our “thank you” email.

FOLIO Survey Report:

A link to our 2014 Publishers Survey Report, Confronting the Shift from

Print to Digital, will also be provided

in our “thank you” email

Continue the discussion:

Twitter: #LyrisWebinar

Thank You For Attending