Welcome to the Academy

Alice Spencer

Technical Account Manager

Dale Langley

Director, Professional Services

Let’s talk about trust

Persuading consumers to opt-in to your

email marketing program

Which are most effective in encouraging consumers

to sign up for emails?

Source: 2015 DMA National Client Email Report

Trust creates more responsive lists

Source: Return Path “Frequency Matters – the key to optimizing email send frequency”

Getting to the Inbox

What drives inbox placement?

77%

17%

6%

Sender Reputation

Content

Domains in Content

What defines sender reputation?

Complaints List Quality Infrastructure

Length of Sending

History

Message Quality Subscriber

Engagement

A high sender score doesn’t always mean high

inbox placement

Why Engagement is

Important for Mailbox

Providers

It’s all about engagement

Inbox Engagement

• Regularly logs-in

• Reads and sends email

• Files email

• Complaints/This is Not Spam

Email Engagement

• Opens

• Clicks

• Shares

• Purchases

The Hidden Engagement Metrics

Spam placement rate

• Hidden in your “delivered” rate

• Inbox + Spam = Delivered

The read rate

The read rate

Subject line:

Whatever the weather Tesco can help you have a great bank holiday

This campaign

17% Benchmark

24%

The read rate

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Engaged Semi-Engaged Unengaged

Read

Rate

Lis

t C

om

po

sit

ion

Mailbox Engagement

The read rate

Deleted without reading rate

The “Ignore Rate”

Complaint rate

• They didn’t ask to receive your email

• They don’t recognise the sender

• The email wasn’t what they expected to receive

• The email isn’t of interest or relevant

• They are receiving too much mail

• There isn’t an easy way to unsubscribe

Why do subscribers complain?

How frequency affects inbox placement

Manage frequency

“This is Not Spam” – rarely used, but highly

trusted

“This is Not Spam” and deliverability

Source: Return Path “This is Not Spam” Report

Forward rate

Source: https://litmus.com/blog/send-it-forward-get-your-emails-shared/email-sharing-infographic

Forward rate

ThinkGeek: Reply to this email

But don’t do this

Winning back lost subscribers

The carry-forward effect

Source: https://returnpath.com/downloads/email-win-back-report/

Doing it well

Doing it well

14.7%

23.0%

0.0%

1.0%

2.0%

0%

5%

10%

15%

20%

25%

Benchmark Win-Back

Metr

ic

Read R

ate

Threadless Win-Back email performance

Read %

ISP-Marked Spam %

User-Marked Spam %

Forwarded %

The Future

Let’s talk about it…

• Hyper personalisation

• Kinetic emails

• Contextual content

• Machine learning

Let’s talk about it…

Thank You!

See you at the Return Path World Tour on the

afternoon of Monday 10th October.

Register: www.returnpath.com/events/rpwt-london/