reaching the inbox - yeslifecyclemarketing.com · full service deliverability management benefits:...

Deliverability 2016: It’s beyond just

reaching the inbox

Yes Lifecycle Marketing

#Yescalate2016

Agenda

• A Decade of Deliverability

– Deliverability: 2006

– Deliverability: 2016

• The Future of Deliverability Management

• Innovative Preview

• Demonstration

• QA

DELIVERABILITY 2006


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Deliverability: 2006

Inbox Placement (3 ISPs)

Authentication (SPF)

Blacklist (1 or 2) Inbox


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There were far less things to worry about

and deliverability management was straight

forward

DELIVERABILITY 2016


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Inbox

Abuse

Bounce

Spamtrap

Creative Rendering

Blacklist

Authentication

Strategy

Hygiene

Reputation

ISP Contacts

Inbox


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The amount of elements factored into Inbox

Placement increased almost 4x

WHAT CAN GO WRONG?


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What Can Go Wrong?

Inbox Spam Inbox Spam


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What Can Go Wrong?

A single elemental failure can tip the scales

in favor of email landing in the Spam Folder

THE WORKAROUND


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The Workaround

On-going Strategy / Guidance

Data Hygiene

Auth. Monitoring

(Daily)

Inbox Placement

Testing

(48 Hours)

Creative Rendering

Testing

(48 Hours)

Blacklist Scanning

(Hourly)

Spoofing / Phishing

Scan

(Daily)

Inbox Placement Marketing Manager


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The Workaround

• There are too many complex elements to

manage

• Deliverability has proven to change rapidly and

become far to complex for most marketing

managers to keep tabs on.

• Marketing programs usually fail before a

marketing manager realizes a problem.

FULL SERVICE

DELIVERABILITY MANAGEMENT


#Yescalate2016

Deliverability Intelligence What is it?

What’s in it for you? •Ensure email program reaches business goals

through a targeted 100% delivery rate for each

campaign

•Increase inboxing and decrease bulking rates

•Avoid blacklisting, excessive bounce rates and

bulking

•Protect and improve sender reputation

1. Strategic Setup

2. Dedicated Deliverability

Management

3. SAAS Deliverability

Application


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Full Service Deliverability Management

Benefits:

• Achieve strong deliverability with a proactive strategy

• We are a part of your team. We join meetings with your

organization and serve as full representation on

everything deliverability

• Hiring a deliverability professional on staff with proper

tool access will cost a minimum of $100k

STRATEGIC SETUP


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• Multiple IP address setup

• Dynamic volume load balancing

• Automatic IP fail-over

redundancy and retry system

• Throughput monitoring of each

client IP address with each ISP

1. # of open connections

2. # of messages per IP, per

second,per ISP

3. # of retries for failed messages

• Immediate changes are pushed

to production when required.

.

Campaign Deployment

Volume 750,000

IP: 206.32.4.13

Volume: 250,000

IP: 206.32.4.14

Volume: 250,000

IP: 206.32.4.15

Volume: 250,000

Foundation

Deployment Engine:


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Mail Stream Separation: Much like a car travels on a road to reach its

destination, an email campaigns travels on an IP address.

Most marketers have dedicated IP addresses exclusively reserved for

their email program.

Just like there are different types of cars on the road, there are different

types of email campaigns with different purposes (mail streams):

Different types of Mail Streams with different types of data:

• Retention

• Marketing

• Third Party (Co-reg, Rental, eAppend)

• Transactional

Architecture


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Architecture

MANAGEMENT


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Team Expertise and Tenure

• Contingency Planning

• Legacy Audience re-

introduction strategy

• Proactive holiday planning

• Reserved IP and Domain

Infrastructure

• Spamhaus Consulting

• DMARC Expertise

• ISP Remediation

• Industry Updates and

Legislation

Click: Launch Sample

Management

https://infogroup.atlassian.net/wiki/pages/viewpage.action?spaceKey=ITPD&title=Intelligence+Product+Suite&preview=/91258881/179896749/di_assessment_v3_alt.pdf


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Dedicated Analyst

# 1

Brand 1 Brand 2 Brand 3 Brand 4 Brand 5

Dedicated Analyst # 2

Management Model:

• Training session

• 2 dedicated analysts that manage brand divisional mailings

• All active brand divisions receive an aggregated assessment report on a

daily / weekly / monthly basis

Management


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Executive

Director

Management

Management Model:

• Executive review / guidance – Bi-weekly

• Director review / guidance - Weekly

• Manager / Analyst strategy planning / remediation / guidance

– daily / weekly / monthly

Analyst / Manager

Bi-Weekly Review

Weekly Review

Daily / Weekly / Monthly

10 Years Experience

8 Years Experience

5 Years Experience

SAAS APPLICATION


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ISP Coverage Map Inbox Placement Measurement


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Inbox Placement Measurement – Panel

What’s in it for you? •Real subscriber inbox placement at Gmail, AOL,

Yahoo

•Open rate measurement

•Delete rate measurement

•Delete without open rate measurement

• Real subscriber insight with

major ISPs

• Gmail

• Yahoo

• Outlook

• AOL

• Competitive inbox measurement

• Self-serve measurement portal

• Approximately 1,000,000 live

consumer panelists


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ISP Coverage Map Creative Rendering


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ISP Coverage Map Engagement Analytics

A new engagement tracking system that goes far

beyond ‘the open’ Read-Time: How long a

subscriber is viewing an

email campaign (in

seconds)

Mechanism: The device,

platform, and browser

used to open the email

Location: The location

(city, state, lat/lon) where

the email engagement

occurred


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Real-time geo-mapping of when and where subscribers open an email campaign


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Subscriber Level Reporting: Analyze engagement analytics at the subscriber

level. Data can be easily exported in .csv

Engagement Analytics provides the following benefit:

Enhanced Segmentation

Enhanced Triggering

Enhanced Creative

Enhanced Engagement


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ISP Coverage Map Interactive Communication

Communicate directly with your dedicated analyst

inside of the application

Ask questions about

anything deliverability

instantly

Eliminate email back

and forth on simple

questions

Your always connected

Financial Retail Entertainment Food /

Beverage / Service


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ISP Coverage Map Differentiation

Deliverability Intelligence

Feature Included in Package Quantity

Inbox Placement Yes Unlimited

Creative Rendering Yes Unlimited

IP Blacklist Scanning Yes Unlimited

Domain Blacklist Scanning Yes Unlimited

Application Logins Yes Unlimited

Pixel / Device Tracking Yes Unlimited

Self / Full Service Management Yes 5 standard packages to choose from

• Our standard rate card and ‘unlimited event’ approach are major cost

differentiators

• Unrivaled professional service support. Just ask our clients!

• 50 to 90% reduction in deliverability issue occurrence

How we get clients to YES:

Deliverability Intelligence

Live Demonstration

INNOVATION UPDATE


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ISP Coverage Map Market Intelligence - Search

Search our panel of nearly every single commercial

email deployed in the past 4 years

• Political

• Insurance

• Finance

• Receipt

• Triggered

• Welcome

• Retention

• Acquisition


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ISP Coverage Map Customer Generator - Dashboard

Newly enhanced dashboard that allows for optimal

email sharing insights

Innovative Preview

Live Demonstration

Questions

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