myths & facts about email deliverability · myths & facts about deliverability key takeouts...
TRANSCRIPT
Guy Hanson* [email protected]þ www.returnpath.com
uk.linkedin.com/in/guyhanson@GuyHanson, @ReturnPath
Myths & Facts AboutEmail Deliverability
Email Revenue & Deliverability Benchmarks
Benchmarks Return on Investment by Channel
Source: Econsultancy Email Marketing Industry Census 2016
How do you rate the following channels in terms
of return on investment?
Benchmarks Return on Investment by Send
Source: Experian Quarterly Benchmark Report Q4 2016
BenchmarksReturn on Investment in Hard Cash!
Source: DMA: Marketer Email Tracking Study 2017
Source: Return Path 2016 Deliverability Benchmark Report
Benchmarks European Deliverability
Source: Return Path 2016 Deliverability Benchmark Report
Sender Reputation
Sender Reputation is an indication of the trustworthiness of an email sender’s program.
Sender Score is a number between 0 and 100 thatidentifies your sender reputation and shows you howmailbox providers view your email program
Sender Reputation Definitions
Sender Reputation Drivers
Sender Reputation Deliverability by Reputation Score
Source: Return Path 2016 Sender Score Benchmark
Sender Reputation Example
www.senderscore.org
Complaints
Complaints Reasons
What is most likely to prompt you to mark an email from a brand/shop/site you trust
as junk/spam?Source: DMA : Consumer Email Tracking Study 2016
Complaints Position of Unsubscribe
Complaints Provide Alternatives
Data Quality
Data Quality Address Verification
Data Quality Primary Email Addresses
Infrastructure
Authentication Definition
Email authentication, or validation, is acollection of techniques aimed atequipping messages of the emailtransport system with verifiableinformation about their origin.
• Sender Policy Framework (SPF)• Domain Keys Identified Mail (DKIM)• Domain-based Message
Authentication, Reporting & Conformance (DMARC)
Authentication Illustration
Impact on brand trust
Drop in user engagement
Drop in open and read rates
Impact on deliverability at Gmail
Authentication Gmail Padlocks and Question Marks
Sender Reputation Pulling It All Together
Engagement
Engagement Overview
Engagement What Matters?
Source: EEC Email Evolution Conference, 2015
Engagement Segmentation
Engagement Personalisation
Engagement Additional Drivers
Engagement Forwards & Not Spam
Our manifesto: share nowForwarded rate = 3%
Sorry! RE: A brighter future for Britain Not Spam rate = 5%https://returnpath.com/downloads/hidden-metrics-email-deliverability/
Engagement Subject Line Emojis
https://returnpath.com/downloads/emoji-report/
Engagement Pulling it all Together
• https://blog.returnpath.com/uk-elections-2017-party-king-email-deliverability/• https://blog.returnpath.com/uk-elections-2017-candidate-inspires-email-engagement/• https://blog.returnpath.com/uk-elections-2017-best-worst-awards-prediction/
Myths & Facts About Deliverability Key Takeouts
• Know your sender reputation• Measure your inbox placement rates• Minimise your complaints• Maximise your data quality• Implement email authentication• Monitor for black lists• Subscribe to white lists (like Return Path Certification!)• Segmentation & personalisation are great engagement drivers• Get creative with your data analysis!• Design for “hidden” metrics
Guy Hanson* [email protected]þ www.returnpath.com
uk.linkedin.com/in/guyhanson@GuyHanson, @ReturnPath
Myths & Facts About Email Deliverability