Deliverability in the World of the Intelligent InboxA Silverpop & Return Path Keynote

About Silverpop• 1,500+ customers

• Across 38 countries

• 30+ billion emails sent per annum across our customer base

• 97% avg. deliverability rate

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About Return PathWho We Are Leader in email monitoring, deliverability,

certification, and anti-phishing solutions 300+ email professionals Offices in New York, Denver, San Francisco,

London, Paris, Hamburg, Sydney, and Sao Paulo

Proven Experience Serve over 2,500 leading brands Over 2 billion inboxes covered by

certification program 26 million IPs scored daily by Return Path 300+ ISP partners globally

Clients From Several Industries Retail / eCommerce Publishing Social Media Financial Services

Today’s Speakers

Richard Evans Richard GibsonDirector of Marketing, EMEA Channel Relationship Manager,

UK

Silverpop Return Path

@rlevans @richardgibson

By 2014, the average consumer will receive

9,000 email marketing messages a year.

Why spend 45 minutes today talking about deliverability?

Because it isn’t a technical issue…

It’s a business issue…

What makes for good deliverability?

List Hygiene

Complaints

IP PermanenceEngagement

Message Quality

Infrastructure

It’s all about reputation...

Reduce complaints

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Focus on List Hygiene

1. KNOW your unknown user rates and monitor them

2. REVIEW your internal bounce categorization routine to ensure you are regularly removing bad or inactive addresses

3. MONITOR sending logs for messaging from ISPs that may indicate the presence of spam traps

4. COLLECT good data up front: the most common techniques are double opt-in and welcome messages

5. IMPLEMENT address verification processes and ECOA

6. CHECK blacklists that focus on mailers who hit spam traps (and make sure you’re not on any of them)

Top tips to keep your list healthy.

Intertops Success StoryCompany• One of the largest sites for

sports betting, casino, poker and games

Business Challenges• Email incorrectly being

identified as spam• An aged email database w/

some subscribers older than 10 years

• Inaccurate deliverability reporting from an internal system

Intertops Success StoryOverview of Solution/Benefits• Reduced list size by 75%

removing invalid and inactive addresses

• Implemented a promotional email and newsletter program focused on relevancy

• 20-30% increase in open rates• 10% increase in conversion rates• 100% increase in deliverability.

Now 20% higher than industry average

Infrastructure (insert yawn here!)

Who are you?

• SPF (Sender Policy Framework)• Sender ID• DKIM (DomainKeys Identified Mail)

What Authentication Does and Doesn’t Do

Maintain a permanent home

Message Quality

Follow Best Practices Across the Subscriber Lifecycle

Top Tips: Acquisition

Preference Centres

Welcome Series

Optimise design and rendering

Best Practice: Use a Pre-Header

It’s all about Engagement

What Engagement Means to an ISP

ISPs use your sender reputation to make filtering decisions. A

poor reputation means, your email will get

blocked.

Intelligent inboxes are here

What Engagement Means to the Consumer

Email is great for developing loyal and active subscribers.

72%Percentage of companies rate email as 'excellent' or 'good' for return on investment.

Source: Econsultancy "Email Marketing Census 2011" (2011)

Optimising Delivery Time

Little TikesIncreased metrics across the board with Send Time Optimization

Overview• Regular weekly promotional email• Established open and click rate trends

Results on first send

• Open rates increased 20%• Click rates increased 30%• Total revenue generated increased 75%• Average value per order grew 35% Using Silverpop’s Send Time Optimization

feature has allowed Little Tikes to take a more sophisticated approach to our email marketing with no extra effort on our end. --Julie Gibson Email Coordinator, Little Tikes

Encyclopaedia BrittanicaEncyclopaedia Brittanica solves decade-old marketing dilemma of when to send an email by using Silverpop’s Send Time

Optimization feature

Business Challenges• Finding an innovative way to boost sales for its online store• Targeting emails to their customer’s specific window for

purchasing

Overview of Solution/Benefits• The company first tested the feature in an email alerting its

120,000 subscribers to the company’s Spring Sale. The results included:

• 20-46% increase in open rates• 30-50% increase in click rates• 30% increase in total number of orders per

campaign• EB has now made STO a standard in their

campaigns

“If I can get to our email subscribers when they want

to hear from me, that made a lot of sense to me. It

gave me a competitive advantage.”

--Kassie Stephenson Adams

Director of Consumer Marketing and Campaign

Management, Encyclopaedia Brittanica

Master the art of Email Marketing Jiu-Jitsu

Take a break. Hit Snooze.

3-5 per cent decrease in

unsubscribes.

Top Tips: Win-Back

Best Practice: Win-Back

A Quick Look Back• Deliverability is a significant business issue.• It is part art and part science...

And, It is 100% about engagement!• Engage with recipients early and on their

terms• Worry about your reputation... A lot!• Brace for more change. More technology.

More complexity.

Resources

• Resource Centreat silverpop.com– White papers– Webinars– Blogs– Case studies– Newsletters

• Presentations on SlideShare– www.slideshare.net/Silverpop

Resources from Return PathGlobal Deliverability Benchmark Report (Sept 2011)http://www.returnpath.net/landing/globaldeliverability1h11 Mobile, Webmail, Desktops: Where Are We Viewing Email Now? (December 2011)http://www.returnpath.net/landing/emailonthemove/

Thank you!