1. © Aprimo, Inc. 900 East 96th Street Suite 400 Indianapolis IN 46240 317.803.4300 main 317.803.4251 fax www.aprimo.com
Aprimo is a registered trademark of Aprimo, Inc. 097-1009
You Create. We Deliver.
Marketers like you have long dealt with a bit of uncertainty about the
delivery of commercial messages to the individuals targeted in your
marketing campaigns. For both offline and online mail, you have had
little control over the delivery of your messages, as it has been exclusively
managed by others, who had the expertise and infrastructure. As the
online email delivery process includes a varying array of sender and
content filters implemented by both the large and small, private
domains, you may be finding it increasingly challenging to reach the
digital inbox. In fact, industry research indicates that one-third of
marketers achieve delivery rates of less than 80% and another twenty-
five percent do not even know their rate. Whether you are a seasoned
online marketing professional or a novice, you need the right mix of
software and services to ensure your customers and prospects receive
your messages.
Aprimo®
Email Deliverability eliminates the uncertainty of online message
delivery, giving Marketers like you back the time and energy you need to
manage your offline delivery challenges. Aprimo’s deliverability solution
includes the mix of tools, technologies and services to help you navigate
through and eliminate potential online email delivery obstacles.
Did they receive your message? With Aprimo Email Deliverability,
you will never have to ask again.
GET DELIVERED ONLINE
It’s a challenge to break through the online clutter to get noticed and to
navigate the channel’s delivery filters and obstacles. Aprimo understands
this, and provides you the marketing platform that lets you both create
engaging, relevant communication content and manage its delivery to
the digital inbox. Aprimo’s Email Deliverability demonstrates a holistic
approach to helping Marketers successfully execute and optimize
performance of online marketing initiatives, from the point-in-time
outbound email campaign to the continuously running interactive ones
triggered by behavior.
Aprimo’s deliverability solution includes a mix of features that directly
align with the processes and services used by the large Internet Service
Providers (ISPs) as well as those adopted by the smaller, private domains,
as they represent the virtual gates that marketers must pass through in
pursuit of access to their networks. The ISP is a key determinant of
whether an email message ever reaches an individual’s inbox.
AUTHENTICATION
Are you, the sender, whom you present yourself to be? ISPs, large
and small, want to know. Aprimo Email Deliverability insures that you,
the sender, are promptly and consistently recognized by the ISPs who
control the networks that support your customers and prospects email
accounts. With a vast number and varying size of ISPs and at least four
different ways for them to examine and validate your identity, authenti-
cation quickly becomes complex. Aprimo manages the complexity and
technology so you gain access to their networks for message delivery.
REPUTATION
Your brand is important. Your online brand reputation is critical.
Aprimo Email Deliverability actively protects and promotes your brand
online. We leverage our established ISP relationships to maximize
delivery success with each of them. Included in our reputation
management service are:
• IP Address Management – IP issuance, guidance on warm-ups,
allocation, tracking
• Feedback Loop – Participation in each ISP’s service enables you to
remove the individuals who mark your email as “spam.” Good for
ISPs. Good for marketers, as you are viewed as pro-active and more
likely to be white-listed.
• Blacklist Monitoring – ISPs’ spam filters often include one or
more third-party blacklists that they use to remove matched sender
addresses. Presence on blacklist – rightly or wrongly - still means no
delivery. We keep watch and actively address any blacklist reports
so your emails get through.
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
90%to 100% 80%to 90% 70%to 80% 55%to 70% < 55%
MarketersReported Email Delivery Rates
2007, Delivery Statistics, EmailStatCenter.com
APRIMO®
EMAIL DELIVERABILITY

2. © Aprimo, Inc. 900 East 96th Street Suite 400 Indianapolis IN 46240 317.803.4300 main 317.803.4251 fax www.aprimo.com
Aprimo is a registered trademark of Aprimo, Inc. 097-1009
VOLUME MANAGEMENT
With the increasing use of commercial emails in 1:1 marketing
campaigns, the volume of emails sent to private networks is massive.
Even the quantity of emails within a single marketing organization’s
campaign can be quite substantial. ISPs are very suspicious of volume
spikes, even from known senders, so Aprimo Email Deliverability
includes a throttling feature that automatically adjusts the email
release pace according to the ISP’s volume tolerance.
BOUNCE MANAGEMENT AND LIST HYGIENE
An important component of Aprimo’s deliverability
solution includes email bounce management
functionality, which enables you to monitor and
quantify the percentage of emails that are rejected
or bounced back from the ISPs. With Aprimo,
you can track the following bounce types for
your campaigns:
• Hard Bounces - e.g., Unknown User,
Unknown Domain, Bad Address Syntax
• Soft Bounces - e.g., mailbox is full, inactive
account, temporary domain failure
• Block Bounces - e.g., complaints, blacklist
match, content filtered, virus, spam
• Unknown Bounce
Seasoned and new online marketing professionals
use email bounce information to adjust online
communication content or tactics to continuously
reduce bounce occurrences and improve deliverability. In addition to
aggregate bounce rate information, Aprimo gives you record-level
data that enables you to clean your email list. For each of the bounce
types, you decide how to update the data on your email address list so
you can improve list quality, which will help you prevent future ISP
blocks of your bulk emails.
REPORTING
Aprimo provides you with deliverability reports that show meaningful,
actionable email delivery information at both the ISP and aggregate
levels. Marketers and your Aprimo team use these reports as well as
new or modified ones to continuously and pro-actively adjust or
refine the tools and services within Aprimo Email Deliverability to
maximize delivery rates for all clients, as well as to identify and eliminate
potential delivery obstacles.
Domain email count
Delivery
Count
% Deliv-
ered
Bounced
email
Qty
Bounce
Rate
Hard
Bounce
Qty
% Hard
Bounce
Soft
Bounce
Qty
% Soft
Bounce
Opens
Open
Rate
Click-
Throughs
CTR (%
of Dlvrd)
"Opt-outs/
Unsubcribes"
Opt-out
Rate
Google 236,709 230,499 97.4% 6,210 2.7% 6,023 2.5% 187 0.1% 35,576 15.4% 21,065 9.1% 56 0.16%
Yahoo 534,673 520,009 97.3% 14,664 2.8% 10,589 2.0% 4,075 0.8% 68,452 13.2% 50,034 9.6% 11 0.02%
comcast 177,389 160,978 90.7% 16,411 10.2% 14,567 8.2% 1,844 1.0% 22,908 14.2% 10,891 6.8% 40 0.17%
Wideopenwest 225,639 215,089 95.3% 10,550 4.9% 5,094 2.3% 5,456 2.4% 22,318 10.4% 12,007 5.6% 3 0.01%
AOL 454,053 434,809 95.8% 19,244 4.4% 16,748 3.7% 2,496 0.5% 103,723 23.9% 38,012 8.7% 23 0.02%
MSN 36,085 32,537 90.2% 3,548 10.9% 3,387 9.4% 161 0.4% 3,739 11.5% 2,268 7.0% 18 0.48%
sbcglobal 24,381 21,866 89.7% 2,515 11.5% 1,994 8.2% 521 2.1% 2,749 12.6% 898 4.1% 21 0.76%
JUNO/netzero 15,209 12,431 81.7% 2,778 22.3% 2,208 14.5% 570 3.7% 1,858 14.9% 1,120 9.0% 9 0.48%
hotmail 121,982 115,893 95.0% 6,089 5.3% 2,098 1.7% 3,991 3.3% 22,005 19.0% 11,346 9.8% 1 0.00%
wowway 87,345 77,410 88.6% 9,935 12.8% 2,123 2.4% 7,812 8.9% 12,592 16.3% 6,041 7.8% 3 0.02%
att.net 38,900 27,093 69.6% 11,807 43.6% 5,890 15.1% 5,917 15.2% 3,840 14.2% 3,110 11.5% 12 0.31%
Total 1,952,365 1,848,614 94.7% 103,751 5.6% 70,721 3.6% 33,030 1.7% 299,760 16.2% 156,792 8.5% 197 0.07%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Bounce Rates by Domain
Bounce
Hard
SoŌ
CAMPAIGN EMAIL DELIVERY TRACKING REPORT BY ISP