return path improve your email marketing program by leveraging subscriber complaint data
DESCRIPTION
Spam complaint data can help you improve your email marketing results. Join us for a live webinar to learn how you can address issues that can reduce your email marketing impact, by using spam complaint data to your advantage.TRANSCRIPT
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Improve Your Email Marketing Program by Leveraging Subscriber Complaint Data
Tom Sather Sr. Director, Research Return Path @tom_sather @returnpath
#Complaints
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What are spam complaints?
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"Feedback loop (email)" by Ale2006-
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Subscribers Mark Emails As Spam
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• Contact the Postmaster • “This is Spam” button • Feedback panels
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Why Do My Subscribers Complain?
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#1: I didn’t think I signed up with your email program
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Solution: Use an Opt-in Mechanism for Consent
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#2: I don’t know who you are
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64% Open Emails Based on Who It’s From
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Brand Recognition - Start with the “From:”
Avoid people’s names, unless it’s well recognized.
Lacks any branding, and comes off as unfriendly.
Uses First Name, but also includes Brand Name
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Brand Recognition
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#3: This Isn’t What I Expected
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Customize Subscriptions
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#4: It’s not you. It’s me. I’m just no longer interested.
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40% How many people unsubscribe using the “this is spam” button
Source: ExactTarget
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List-Unsubscribe
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Know when it’s time to say goodbye
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How can I manage complaints?
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AOL Bluetie/Excite Comcast Cox Fastmail Hotmail Mail.ru OpenSRS/Tucows Rackspace (formerly Mailtrust) RoadRunner/Time Warner Cable Synacor Terra USA.NET United Online/Juno/Netzero Yahoo! Zoho.com • See more at: http://blog.returnpath.com/blog/henry-gutierrez/what-is-a-feedback-loop
Sign up for feedback loops
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ARF - Abuse Reporting Format
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From: <[email protected]> Date: Thu, 8 Mar 2005 17:40:36 EDT Subject: FW: Earn money To: <[email protected]> MIME-Version: 1.0 Content-Type: multipart/report; report-type=feedback-report; boundary="part1_13d.2e68ed54_boundary" --part1_13d.2e68ed54_boundary Content-Type: text/plain; charset="US-ASCII" Content-Transfer-Encoding: 7bit This is an email abuse report for an email message received from IP 10.67.41.167 on Thu, 8 Mar 2005 14:00:00 EDT. For more information about this format please see http://www.mipassoc.org/arf/. --part1_13d.2e68ed54_boundary Content-Type: message/feedback-report Feedback-Type: abuse User-Agent: SomeGenerator/1.0 Version: 0.1 Original-Mail-From: <[email protected]> Original-Rcpt-To: <[email protected]> Received-Date: Thu, 8 Mar 2005 14:00:00 EDT Source-IP: 10.67.41.167 Authentication-Results: mail.example.com [email protected]; spf=fail
Prepare for Feedback Loop formats - ARF
Reported-Domain: example.net Reported-Uri: http://example.net/earn_money.html Reported-Uri: mailto:[email protected] Removal-Recipient: [email protected] --part1_13d.2e68ed54_boundary Content-Type: message/rfc822 Content-Disposition: inline From: <[email protected]> Received: from mailserver.example.net (mailserver.example.net [10.67.41.167]) by example.com with ESMTP id M63d4137594e46; Thu, 8 Mar 2005 14:00:00 -0400 To: <Undisclosed Recipients> Subject: Earn money MIME-Version: 1.0 Content-type: text/plain Message-ID: [email protected] Date: Thu, 2 Sep 2004 12:31:03 -0500 Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam --part1_13d.2e68ed54_boundary--
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Feedback-Type: abuse User-Agent: SomeGenerator/1.0 Version: 0.1 Original-Mail-From: <[email protected]> Original-Rcpt-To: <[email protected]> Received-Date: Thu, 8 Mar 2005 14:00:00 EDT Source-IP: 10.67.41.167 Authentication-Results: mail.example.com [email protected]; spf=fail
Identify subscriber from ARF and then suppress from future mailings
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Yahoo! FBL Complaints: Sample Only
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If Yahoo! isn’t sending me
all of my complainers, how can I lower my complaint rate?!?!
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1. Analyze Yahoo! Sample 2. Unsubscribes 3. FBL Complaints from
other ISPs
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What should I be analyzing?
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Who did we send the email to?
What was the content of the
email?
When in the lifecycle of our
overall campaign did they
complain?
What’s the acquisition source?
Questions to ask yourself:
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Complaint Percentage by Subscriber Vintage in Days
Subscriber Vintage: How long have subscribers been on your file?
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Email Frequency and its Effect on Complaints
Average # of messages sent per week 5+ 4 3 2 1 Average subscriber spam complaint rate 0.005% 0.020% 0.026% 0.037% 0.571% Average retailer Sender Score 62 86 89 86 83 Average "This is not spam" Rate 0.40% 0.22% 0.73% 0.89% 1.07% Average Inbox Placement Rate 71% 96% 98% 94% 92%
Source: Return Path, Inbox Insight, October – December 2013
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Subscription Source: Where did the subscriber sign up?
Subscriber Complaint Percentages by Source
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Case Study: Using Data to find Complaint Source
1. Segmented FBL complaint data by source
2. Looked at offline sources of email address collection as well
3. Found the suspect - Point-of-sale email addresses were generating complaints 3x higher than the next highest
4. Found that employee’s quota to collect email addresses was causing high complaints, and spam traps.
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Campaign
1. Welcome emails 2. Promotional 3. Invitations 4. Incentives
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Demographics
Gender: Women more likely to Unsub versus Men 17% vs 7% Are women more likely to report email as spam?
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1. Day of the week
Timing’s Impact on Complaint Rates
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Other Tactics to Reduce Complaints
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Target Mobile Users
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
iPad
iPhone OS 7
iPhone OS 8
Source: Return Path, Email Client Monitor
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“This is Not Spam” – Rarely used, But Highly Trusted
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Ask for Help
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Let’s Connect!
Tom Sather Sr. Director, Research
@ReturnPath @Tom_Sather
www.returnpath.com
Contact Us! http://www.returnpath.com/contact-us/