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Email Marketing Deliverability


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Bronto Professional Services & Deliverability Consultant, Brad Gurley presents helpful tips to improve your email marketing deliverability.

Bronto Professional Services & Deliverability Consultant, Brad Gurley presents helpful tips to improve your email marketing deliverability.

Published in: Self Improvement, Technology

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  • 1. TIMA Subject Matter Expert LunchEmail DeliverabilityBrad GurleyProfessional Services & DeliverabilityConsultant at Bronto
  • 2. Hot TopicsDeclining deliverability – or not?Engagement and GmailMobile email adoptionIt’s so Hard to Say Goodbye
  • 3. Are Inbox Delivery RatesDeclining?
  • 4. Are Inbox Delivery Rates Declining?According to ReturnPath, North American inbox deliveryrates dropped to just 79% in the 2nd half of 2011.Bronto’s numbers, using the same seed test method,show over 99% inbox delivery.
  • 5. Are Inbox Delivery Rates Declining?What’s the difference?• Complaint rates • The average complaint rate for a participant in this study was 4% • Bronto clients have an average complaint rate of about 0.2% • Lower complaint rates indicate better sender reputation • Translates to higher inbox delivery rates
  • 6. Email Engagement: The NewFrontier
  • 7. Engage!Most major email providers/ISPs aremaking changes that spotlight userengagement as a major factor indeliverability.To keep inbox delivery rates high, senders need to shiftfocus: • Relevant, content-driven mailings • Clear expectations at time of opt-in • Prominent unsubscribe option • Domain Authentication
  • 8. Be Relevant and Add ValueProvide emails yoursubscribers want toreceive Relevance • Target specific seasons, holidays, or product lines Content • Include useful information with your promotions Added Value • Give readers a reason to save your email instead of deleting it
  • 9. Set the Right ExpectationsClearly inform newsubscribers what toexpect Type of content • Promotional or Informational? Frequency • Monthly or Daily? Area of interest • Provide options for optimal targeting
  • 10. Make Unsubscribing EasyPlace the Unsubscribe linkin a prominent location If the Unsubscribe link is hard to find, readers are more likely to use the Spam button to unsubscribe Placing the link at the top of the message often reduces spam complaints
  • 11. Authenticate!Use Authentication tools to sign your messages DKIM/DomainKeys • Yahoo protocol SPF/SenderID • Created by MicrosoftControl your reputation Private domain • Creates consistent headers Dedicated IP address • For high-volume senders
  • 12. GMail Leads the ChargeThe push toward engagement-based metrics has beenpioneered by Gmail.• In April 2011, major changes were rolled out to the Gmail filtering system • Engagement became a large part of the filtering algorithm • These metrics were tied to domain as well as IP address• In March 2012, Gmail again made changes • Filter behavior was changed • Messages routed to Spam now include a reason • Effects of this change were mixed • Many senders saw increased spam folder placement • Bronto clients saw higher Gmail open rates on average
  • 13. Dedicated vs. Shared IP
  • 14. Dedicated vs. Shared IP
  • 15. Dedicated vs. Shared IP Shared IP “Carpool” • Ideal for small senders • Benefit from other senders • Little to no “warm up time” • Other senders can hurt deliverablity
  • 16. Dedicated vs. Shared IP Dedicated IP “Solo Driver” • Ideal for large volume senders • Control IP, no other senders • “Warm up” time needed
  • 17. Mobile Email and NewChallenges
  • 18. Mobile Adoption SoarsReturnPath reports that email opens on mobile devicesgrew 82.4% between March 2011 and March 2012Mobile is projected to overtake desktop and webmail asthe most-used method of reading email by 2013How does this impact deliverability? • Filters for mobile clients are typically no different • Design best practices are crucial • Broken formatting is more likely to lead to a spam complaint • Unsubscribe link should be easily visible on mobile screen
  • 19. It’s So Hard to Say Goodbye
  • 20. It’s So Hard to Say GoodbyeRemoving Non-Engaged Contacts is essential tomaintaining inbox deliverabilityBut how do you avoid removing contacts who WANTyour email?Make Up or Break Up? • Last Chance to Engage • Strong Call to Action is Crucial • Attention Grabbing Subject Line • Are We Breaking Up? • It’s Time to Say Goodbye  Non-responsive contacts • Remove from List • Send Less Frequently
  • 21. Thank you!
  • 22. Questions?