Deliverability – Euro Rules of the Road

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Email-Expo 2012 …

Email-Expo 2012
Deliverability – Euro Rules of the Road

Andrew Bonar, Deliverability Director, Emailvision
Blog by Messe Frankfurt for the Digital Business:
http://connected.messefrankfurt.com/en/

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  • 1. Deliverability EURO RULES OF THE ROAD European Road To SuccessAndrew Bonar, Deliverability Director @ EmailvisionFounder of EmailExpert http://emailexpert.org/
  • 2. Engagement New RulesOld best practices are nowthe new rulesSmarter mailboxes ensureyou must follow best practicefor maximum R.O.I
  • 3. European Deliverability Single Points of Failure Per Country Legislation More Complex Regulations Aggressive Use of Blacklists Internal ISP Blacklists Lack of Feedback Loops
  • 4. New in 2012 DMARC Authentication EU “Cookie Law” ReturnPath Much Stricter SpamHaus More Active
  • 5. What is Changing? Domain Based Reputation Smarter Inboxes Smarter Filters Mobile Device Usage IPv6 the Game Changer
  • 6. European Blacklists
  • 7. Gray MailLess than 15% of email is personal 1to1 communication Source: Hotmail
  • 8. Email How Much?
  • 9. Email How Relevant?50% of Recipients believe 50%or more of trusted email isirrelevant
  • 10. Gmail Clearing Clutter
  • 11. Hotmail A Fresh Look
  • 12. Hotmail The Clean Sweep
  • 13. The Bulk Folder Europe View
  • 14. Relevance Remember MobileMobile Usage continues toincreaseSmart Phones and Tabletscontinue to disrupt emailprograms
  • 15. Mobile Usage Typically 19-29% or more of email is opened on a mobile device Source: Personal Experience
  • 16. Europe Email on Mobile Source: eCircle via EmailMonday
  • 17. OLD vs NewEmail Marketing 1.0 Email Marketing 2.0IP Reputation Domain ReputationPermission TrustPersonalisation SegmentationInbox Placement Multi-Device CompatibilityHeuristic Filters User Engagement
  • 18. Email Marketing 2.0 - IP Reputation concernsEmail - Personalised emailMarketing - Permission based emails - Open rates and click rates1.0Email - Domain Reputation & TrustMarketing - Brand Reputation & Trust - Relevant, Segmented , Targeted2.0 - Real return on investment
  • 19. Permission & Relevancy• Gain Permission • Clear and Unambiguous • Confirm Permission • Manage Expectations • Be Clear on Benefits • Deliver consistently
  • 20. Suscribing: a Simple Process Subscribe No fancy tricks, clear simple signup forms Confirm Confirm the email address of recipient Welcome Initial Welcome Email Nurture Nurture the relationship
  • 21. 3 Dangers to AvoidPoorly Designed Complex/Broken Poor ListEmail Signup Unsubscribe ManagementProcess Process PracticesSimple, clear, Do not make it Unsubscribeconcise, manage hard, drive them soft/hard bounces,expectations to other re-engage or channels remove the inactive
  • 22. Reputation CrossroadsYour brand reputation, email reputation &domain reputation are now interlinkedPoor brand reputation means your emailR.O.I will sufferPoor domain reputation will result inemail being filteredPoor email reputation can mean yourwebsite is blocked
  • 23. Domain ReputationInterdependent Email marketing results are interdependent on what is Brand Email happening in Reputation Marketing other online channels and to Results some degree your offline behavior too IP Reputation
  • 24. Re-Engagment Strategies Re-Engagement Campaign No Need to Delete Segment, Segment, Segment Learn From The Experience
  • 25. Re-Engagment Strategies
  • 26. Re-Engagment Strategies
  • 27. Earn Trust: Engage & NurtureMaximise your ROI by tailoring youremail strategy to the changes ahead
  • 28. Questions? More Information? Andrew Bonar abonar@emailvision.com Twitter: @andrewbonar facebook.com/mrBonar