the root of poor email deliverability

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  1. 1. The Root of Poor Email Deliverability Insights from Litmus 2017 State of Email Deliverability report
  2. 2. Poor deliverability costs brands money. It results in direct costs from remediating blocks and blacklistings andusually largerindirect costs from not being able to reach all of your active subscribers and customers. @LitmusApp @ChadSWhite
  3. 3. However, being blacklisted and, in particular, being blocked, are fairly common. @LitmusApp @ChadSWhite
  4. 4. @LitmusApp
  5. 5. The good news is that being blocked or blacklisted doesnt appear to be a major hindrance to email marketing success. @LitmusApp @ChadSWhite
  6. 6. Marketers who describe their email programs as successful are only 19% less likely to have had their emails blocked in the past 12 months (31.6% vs. 38.8%). And successful programs are pretty much just as likely as other programs to be blacklisted. @LitmusApp @ChadSWhite
  7. 7. Even though deliverability problems dont stop email programs from being successful, that doesnt mean that marketers shouldnt do more to avoid blocks and blacklistings. @LitmusApp @ChadSWhite
  8. 8. Deliverability problems are not a cost of doing business. @LitmusApp @ChadSWhite
  9. 9. These situations are avoidable, as certain practices clearly lower email marketers risks, while others absolutely raise themsometimes dramatically. @LitmusApp @ChadSWhite
  10. 10. Based on our 2017 State of Email Survey of more than 3,500 marketers, our State of Email Deliverability report identifies many of these beneficial and risky email behaviors. @LitmusApp @ChadSWhite
  11. 11. Over the next 45 minutes, were going to discuss two sets of behaviors that can help marketers improve their email deliverability: Burnt Hand Deliverability Practices Root Cause Deliverability Practices @LitmusApp @ChadSWhite
  12. 12. Chad S. White Research Director Litmus Author of Email Marketing Rules Jay Brangiforte Product Manager, Delivery Litmus @LitmusApp @ChadSWhite
  13. 13. Litmus web-based software works with your existing email service provider to give you better visibility into subscriber experience problems and easily fix them. @LitmusApp @ChadSWhite
  14. 14. Litmus offers: Email Previews in 70+ clients Builder, our email HTML editor Spam Testing in 20+ filters Checklist for quality assurance Email Analytics for new insights @LitmusApp @ChadSWhite
  15. 15. Burnt Hand Deliverability Practices
  16. 16. We call this first set of behaviors Burnt Hand Deliverability Practices because @LitmusApp @ChadSWhite
  17. 17. These are tools and behaviors that are known to improve deliverability that are actually used at higher rates by brands that have been blacklisted in the past 12 months than by brands that havent been. @LitmusApp @ChadSWhite
  18. 18. These tools and behaviors are all potential parts of a deliverability remediation plan that youd use to recover from a blacklisting. These include @LitmusApp @ChadSWhite
  19. 19. @LitmusApp @ChadSWhite
  20. 20. @LitmusApp @ChadSWhite 35.3% of brands that have been blacklisted in past 12 months use it 25.1% of brands that havent been blacklisted in past 12 months use it
  21. 21. @LitmusApp @ChadSWhite
  22. 22. @LitmusApp @ChadSWhite 78.2% 75.6% 53.9% of brands that have been blacklisted in past 12 months use it 69.2% 66.0% 46.1% of brands that havent been blacklisted in past 12 months use it
  23. 23. @LitmusApp @ChadSWhite
  24. 24. @LitmusApp @ChadSWhite 29.0% of brands that have been blacklisted in past 12 months use it 17.3% of brands that havent been blacklisted in past 12 months use it
  25. 25. @LitmusApp @ChadSWhite
  26. 26. @LitmusApp @ChadSWhite 61.3% of brands that have been blacklisted in past 12 months use it 58.8% of brands that havent been blacklisted in past 12 months use it
  27. 27. @LitmusApp @ChadSWhite
  28. 28. @LitmusApp @ChadSWhite
  29. 29. @LitmusApp @ChadSWhite 63.2% of brands that have been blacklisted in past 12 months do it 53.9% of brands that havent been blacklisted in past 12 months do it
  30. 30. @LitmusApp @ChadSWhite
  31. 31. @LitmusApp @ChadSWhite 84.2% of brands that have been blacklisted in past 12 months use it 79.6% of brands that havent been blacklisted in past 12 months use it
  32. 32. So a good remediation plan includes: Use email address verification Authenticate & encrypt your emails Do spam filter testing Manage your inactive subscribers Monitor your deliverability rate @LitmusApp @ChadSWhite
  33. 33. But dont wait until your brand suffers serious problems before adopting an deliverability remediation plan. Proactively adopt the behaviors and tools that can help you avoid trouble in the first place. @LitmusApp @ChadSWhite
  34. 34. Root Cause Deliverability Practices
  35. 35. @LitmusApp @ChadSWhite We call this second set of behaviors Root Cause Deliverability Practices because
  36. 36. These are tools and behaviors that are also used at higher rates by brands that have been blacklisted in the past 12 months than by brands that havent beenbut some of these are known to be problematic. @LitmusApp @ChadSWhite
  37. 37. These tools and behaviors arent always a part of remediation plans and therefore tend not to change even after deliverability problems occur. @LitmusApp @ChadSWhite
  38. 38. @LitmusApp @ChadSWhite
  39. 39. @LitmusApp @ChadSWhite 19.2% of brands that have been blacklisted in past 12 months use it 15.3% of brands that havent been blacklisted in past 12 months use it
  40. 40. @LitmusApp @ChadSWhite
  41. 41. @LitmusApp @ChadSWhite 91.4% of brands that have been blacklisted in past 12 months use it 96.4% of brands that havent been blacklisted in past 12 months use it
  42. 42. But the most interesting and impactful findings were around subscriber acquisition sources. We looked at those used by brands that suffered recent deliverability problems and those that hadnt. @LitmusApp @ChadSWhite
  43. 43. @LitmusApp @ChadSWhite
  44. 44. While none of those are among the most popular subscriber acquisition sources, theyre not uncommon. Theyre the 8th, 10th, 11th, 15th, and 16th most popular acquisition sources, among the 20 we asked about. @LitmusApp @ChadSWhite
  45. 45. @LitmusApp @ChadSWhite
  46. 46. Some of these acquisitions sources are inherently problematic, but some can be good if used properly. Lets talk about each of those @LitmusApp @ChadSWhite
  47. 47. Is the acquisition source redeemable? Email list rental @LitmusApp @ChadSWhite
  48. 48. If you rent a list from a company, you should supply the company with the message that you want sent. The list owner then sends that message on your behalf to their listwhich you never seeusing their usual name and email address, not yours. @LitmusApp @ChadSWhite
  49. 49. The unsubscribe link included in this email is an opt-out for the list owner only, not you. The list owner typically includes a tag in the subject line and a message at the top of the email indicating that the message is from one of their partners. @LitmusApp @ChadSWhite
  50. 50. This arrangement helps ensure that your message will be well received by the recipients, because the list owner would suffer unsubscribes and spam complaints if they sent a message from a partner that wasnt a good fit for their list. @LitmusApp @ChadSWhite
  51. 51. We polled more than 300 marketers in July and found evidence of lots of confusion around how a list rental should be done. Some list rentals were essential list purchases. @LitmusApp @ChadSWhite
  52. 52. Is the acquisition source redeemable? Email list rental YES Co-registration @LitmusApp @ChadSWhite
  53. 53. def. co-registration: When a brand allows visitors to their website, users of their app, etc. to sign up to receive emails from third-parties, often while or after signing up for email from the brand @LitmusApp @ChadSWhite
  54. 54. @LitmusApp @ChadSWhite
  55. 55. Is the acquisition source redeemable? Email list rental YES Co-registration YES Email list purchase @LitmusApp @ChadSWhite
  56. 56. What are the risks of buying a list? Violation of ESPs terms of service Hard bounces Spam complaints Spam traps Low engagement Negative word of mouth @LitmusApp @ChadSWhite
  57. 57. Is the acquisition source redeemable? Email list rental YES Co-registration YES Email list purchase NO Lead gen form (ebooks, etc.) @LitmusApp @ChadSWhite
  58. 58. What are the problems with lead gen forms? Poor permissioning Pre-checked boxes & hidden opt-ins Poor expectation setting Poor anti-bot protections @LitmusApp @ChadSWhite
  59. 59. Is the acquisition source redeemable? Email list rental YES Co-registration YES Email list purchase NO Lead gen form (ebooks, etc.) YES Signup via direct mail, etc. @LitmusApp @ChadSWhite
  60. 60. What are the problems with signups via direct mail, etc.? Transcription of handwriting @LitmusApp @ChadSWhite
  61. 61. Is the acquisition source redeemable? Email list rental YES Co-registration YES Email list purchase NO Lead gen form (ebooks, etc.) YES Signup via direct mail, etc. YES @LitmusApp @ChadSWhite
  62. 62. The pattern here is that some brands are hesitant to lose subscribersby acknowledging bounces, enabling unsubscribes, or turning off signup touchpointseven if doing so would improve the health of their program. @LitmusApp @ChadSWhite
  63. 63. If you dont know the performance of your subscribers by acquisition source, put that at the top of your to- do list, especially if your deliverabilty isnt great. Often problems are caused by just one source. @Litmus