Deliverability

The myth

The facts

Your control

What we will cover

• What is deliverability?• What are you measured on• How are you measured?• What can you do

• Questions & answers

Dispelling the myth

Deliverability = Inbox placement

ISPs decide your inbox placement based on your recipients reactions to your emails.

ESPs can show you the metrics and give you the advice.

You do the work.

Content filters

Don’t get mistaken as a spammer

• No plain text • One giant image• Spammy keywords• Phishing

Reputation is like a credit rating

No credit history = No mortgage

Poor credit history = mortgage + big deposit

Good credit history = good mortgage

Consistent volumes + engagement = good inbox placement

Bounces & complaints = junk & blocks

No sending history = very low volume inbox placement

How the ISPs see you

• Email address• Domain• Prefix• IP address

What counts against you

• Hard bounces• Marked as spam• Re-email marked as spam• Feedback loops

• Spam traps• Too many, too fast

What counts for you

• Opens over time• Clicks• Safe List• Replies• Not junk

What do I do?

Focus on and improve

the recipient experience

Common mistakes

1. Get their name wrong with your personalisation

2. Pretend a cold email is not a cold email

3. Be dishonest in the subject line or from name to get the open

4. Make an email that recipients are unable to read

5. Assuming permission

Engagement

Measure engagement > segment and target

Empathise

Different levels of rapport

Stranger

Prospect

Lead

Customer

Fan

Ambassador

Welcome emails

The first email you send them• Ask for address book & safe list• Tell them what to expect

• DWYSYWWYSYWDIDo what you said you would When you said you would do it

Momentum of engagement

Sign-up & Social Share = engagement

Frequent shorter emails

vs

Monthly giant email

Say thanksThnx 4the RT ;-)

The basics

• Suppress previous opt-outs and hard bounces• Take out zombies• From address & From name matches your brand• Preheader with the reason for email, external view and

optional opt-out link• Top third preview pane friendly• Footer has legally required company registration details.• Email renders properly

Recipient experience review

Monthly / Quarterly

• The recipient rapport with the sender• Why recipients might complain• Why addresses might hard bounce• Empathise with recipients• Segment based on engagement• Optimise creative for rapport• Welcome plans• Re-engagement plans

Summary

• You control your deliverability• ISPs treat your inbox placement like a credit rating• Make sure the creative is inbox ready• Focus & segment on engagement levels and rapport stages• Welcome people to your lists• Capitalise on the momentum of engagement• Reward engagement• Engage on more than one medium

Recipient experience

You are in control...

Your deliverability

is decided by

Your recipients’ reactions

to Your emails

Just like your ROI!