stemming the fall of email deliverability

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  • Stemming the Fall of Email Deliverability: 2016 Benchmarks and How to Beat Them

    Justin McHenry, Technical Account Manager, Return PathApril Mullen, Sr. Marketing Strategist, Selligent

  • Todays Speakers

    Justin McHenryTechnical Account Manager

    Return Path

    April MullenSenior Marketing Strategist

    Selligent

  • 14 700 500

    Global Offices Consumer Brands Employees

    50

    Partners

    EmailMobileSocialWeb

    Offline

    Consumer-First Marketing

  • 15+ Years of Experience 450+ dedicated professionals 14 offices in 7 countries worldwide Backed by Union Square Ventures,

    Foundry Group, Costanoa Ventures, Vista Equity Partners, SAP Ventures

    Proven DataInfrastructure Over 2 billion Certification inboxes

    Scoring 26 million IP addresses daily

    Nearly 300 global partners

    Processing millions of transactions per day

    Over 2,500 Email Optimization Customers

    Industries include: Retail

    Technology

    Finance

    Entertainment

    And more

    About Return Path

  • The inbox is the center of most consumers digital lives.

  • Your inbox knows a lot about you

  • The Path to the Inbox

  • Deliverability Defined

  • Deliverabilitydeliverability n.To bring or transport to the proper place or recipient. distribute: deliver groceries; deliver the mail.

    9

  • Email Deliverability Defined

    The ability to deliver email to a subscribers inbox.

    10

  • Monitor Your Inbox Placement Rate, Not Delivered

    #50EmailTips 11

  • Delivered Rate= (Total Sent Bounces) / Total Sent

    12

  • Inbox Placement Rate

    = ((Total Sent Bounces) Spam) / Total Sent

    13

  • 2016 Deliverability Benchmarks

  • Global Inbox Placement Rates

    Source: 2016 Deliverability Benchmark

  • USA Inbox Placement Rates

    Source: 2016 Deliverability Benchmark

  • Canada Inbox Placement Rates

    Source: 2016 Deliverability Benchmark

  • Source: 2016 Deliverability Benchmark

    UK Inbox Placement Rates

  • Australia Inbox Placement Rates

    Source: 2016 Deliverability Benchmark

  • How Marketers Can Improve Deliverability

    Understand the basics of deliverability

    and how to measure

    Build and improve sending reputation

    Acquire and maintain quality lists

    Focus on subscriber engagement

  • Understanding the factors and impact of reputation

  • Your Reputation Defines Your Deliverability

    ComplaintsQuality of Subscriber File

    Email Infrastructure

    Engagement Sending History Message Quality

    22

  • Find out your reputation

    www.senderscore.org

  • High Sender Score = High Inbox Placement Rate

    24

    Source: Return Path 2016 Sender Score Benchmark Report

  • Subscriber Complaints Cause Major Reputation Issues

  • How Unknown Users Impact Reputation

    26

  • Spam Trap Reputation Impact

    27

  • Authenticate

    Failing authentication can cause deliverability issues Consistently passing DMARC=rise in inbox placement

    #50EmailTips 28

  • Changes in authentication protocols

    29

  • DMARC

    #50EmailTips 30

  • DMARC process

    #50EmailTips 31

  • DMARC policies

    #50EmailTips 32

  • Google and Microsoft now p=reject

    #50EmailTips 33

    Only Gmail can send from @gmail.com

  • Google and Microsoft now p=reject

    #50EmailTips 34

    Only Microsoft can send from: @hotmail.com @outlook.com @live.com @msn.com

  • Google and Microsoft now p=reject

    #50EmailTips 35

    If you send mail from these domains your message will be rejected and deleted!

    Only send mail from a domain you own and control!

  • Recommendations to Improve Engagement and Deliverability

    36

  • Acquisition

  • Collect subscribers close to your brand

    38

  • Avoid weak permission

    Complaints can be a sign of weak permission

    Pre-checked box Opt-out

    Express permission is required in Canada

    39

  • Be transparent on how information is used

    40

  • Set expectations in welcome email

    41

    Thank and/or welcome the customer

    Get customer excited about whats ahead

    Allow preference changes

  • Drive Lasting Engagement

  • Understand customers over the long term

    43

  • Evaluate the relevancy of your content

    44

  • Testing is necessary and ongoing

    45

  • Mobile must be top of mind

    46

  • Respond to customer behaviors

    Purchase Browse Cart Abandon Email Engagement Offline Behavior

    47

  • Set it, but dont forget it

    48

  • Re-engage subscribers

    Subject line: Its been a while...

    49

  • Offer an opt-down

    50

  • Winback using permission

    Image source: Facebook

    51

  • Q&A

    52

  • Connect With Us

    Justin McHenryTechnical Account Manager

    Return Pathjustin.mchenry@returnpath.com

    April MullenSenior Marketing Strategist

    Selligentapril.mullen@selligent.com

    mailto:justin.mchenry@returnpath.commailto:justin.mchenry@returnpath.commailto:april.mullen@selligent.commailto:april.mullen@selligent.com

  • Next Steps

    #50EmailTips 54

    Return Path Resources

    ebook: 2016 Deliverability Benchmark Report Blog: 10 Common DMARC Misconceptions, Debunked Blog: Demystifying the DMARC Record Free tool: Sender Score site Free tool: Blacklist checker

    Selligent Resources ebook: Open-Personalization Lookbook ebook: Consumer-First Marketing Defined ebook: Making Privacy a Brand Asset

    https://returnpath.com/downloads/2016-deliverability-benchmark-report/https://blog.returnpath.com/10-common-dmarc-misconceptions-debunked/https://blog.returnpath.com/demystifying-the-dmarc-record/https://senderscore.org/?_ga=1.112496897.409956868.1473263977http://mxtoolbox.com/blacklists.aspxhttps://www.selligent.com/resources/guides/open-time-personalization-lookbook-shift-to-contextually-relevant-messaging-at-the-time-of-open/glothttps://www.selligent.com/resources/white-papers/consumer-first-marketing-defined/wpcfmushttps://www.selligent.com/resources/white-papers/making-privacy-a-brand-asset/wppriv