Demystifying Email Deliverability


       Dennis Dayman
       Chief Deliverability and Privacy Officer, Eloqua


       ...
Demystifying Email Deliverability


                                Inbox




                                Junk




   ...
Agenda

 What is a Sender Score or Reputation?

 What are the factors in that Score?

 How to improve them?

 Deliverabili...
What is a Sender Score?
 Sender Score is a credit score. “Reputation”

 Just like when the dealership your getting a car l...
Sender Score




 http://www.senderscore.org
    IP
    Domain
                              5
Why is it Important?
 In 2009, an estimated 95% of all email was classified as SPAM
     Because of increasingly aggressiv...
Email Deliverability 101


  Complaints
  Bounces
  Spam Trap
  Volumes
  List Management
  Content

                     ...
Complaints
 #1 most important factor in reputation




 Human response to unwanted mail

 Receivers notices back to sender...
Email Clients




                9
What You Can Do – Monitor Complaint Rates

 SPAM Unsubscribe Report
 Remember keep under 0.01%
 Trend over time
 Review AL...
Email Deliverability 101

 Complaints
 Bounces
 Spam Trap
 Volumes
 List Management
 Content


                           ...
All About Bounces
 High bounces signal bad lists or list management
 practices

 Indicative of spammers

   Send to as man...
Dealing with Bounces
 Hard Bounce
   Bad email addresses
 Soft Bounces
   Mailbox full
 Blocks/Spam
   Content
   URL
 Tec...
What You Can Do – Spam Traps
 Remove them? How?
 Don’t buy *random* lists
   Ask for data history if you buy list
   Get S...
Email Deliverability 101

 Complaints
 Bounces
 Spam Trap
 Volumes
 List Management
 Content


                           ...
Volumes

 Volume is not in itself good or bad, but is an
 important part of the overall reputation algorithm.
 A higher sc...
What You Can Do - Volumes

 Do not send too frequently or randomly

 Send a steady, consistent volume

 Send from clean sh...
Email Deliverability 101

 Complaints
 Bounces
 Spam Trap
 Volumes
 List Management
 Content


                           ...
List Management
 Send to those who asked to receive your email
   People will complain if they don’t know who you are
   a...
What You Can Do - List Management
 Ensure you don’t look like a spammer when delivering to
 non-existent accounts
    Spam...
Email Deliverability 101

 Complaints
 Bounces
 Spam Trap
 Volumes
 List Management
 Content


                           ...
Content
 Content is still important, but not as much as in
 the past when it comes to “sounding” like a
 spammer
   Conten...
What You Can Do – Content
 Personalization
    Inserting a person's name into an email increases open
    rates by as much...
Content Preview Example




                          24
Why Do You Care?                                                       Model = $200K Average Deal Size




               ...
Why Do You Care?                                                       Model = $200K Average Deal Size




               ...
Digital Body Language™
 Drives cleaner leads to website
 Who opened?
 Who clicked? Where?
 Who’s active? Who’s not?
 What’...
What else does Eloqua do to help
 Provide dedicated or shared IP’s/Branding
 Dedicated Delivery and Privacy Team
    24x7 ...
What you can do
 Monitor IP reputation
   http://www.senderscore.org
    •   Create a FREE account
    •   Have you IP or ...
Getting to the Inbox




                       30
Social Contact Info


             Dennis Dayman

             Twitter: ddayman

    Blog: http://www.deliverability.com
Q&A
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Eloqua Demystifies Email Deliverability

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An overview of the factors that impact email deliverability and what you can do to improve your reputation and sender score.

Published in: Technology

Eloqua Demystifies Email Deliverability

  1. 1. Demystifying Email Deliverability Dennis Dayman Chief Deliverability and Privacy Officer, Eloqua #DELIVERIT 1
  2. 2. Demystifying Email Deliverability Inbox Junk 2
  3. 3. Agenda What is a Sender Score or Reputation? What are the factors in that Score? How to improve them? Deliverability 101 Complaints, Bounces, Spam Trap, Volumes, List Management, and Content What does it cost me? 3
  4. 4. What is a Sender Score? Sender Score is a credit score. “Reputation” Just like when the dealership your getting a car loan from checks your financial score Reputation comes down to what other people think of your email methods. What is email based on? Complaints Bounce Rate • Hard • Block • Backlistings Volumes Spamtraps
  5. 5. Sender Score http://www.senderscore.org IP Domain 5
  6. 6. Why is it Important? In 2009, an estimated 95% of all email was classified as SPAM Because of increasingly aggressive filtering technologies • Forgeries, Content Hijackings, growing botnets, etc On average, 27.6% of commercial emails sent to business addresses don't reach the inbox. - Return Path (2009) In North America, only 80% of legitimate email is delivered to the Inbox - Return Path’s Biannual report on message deliverability 90% of delivery issues are related to senders behaviors and NOT content – George Bilbrey, Return Path
  7. 7. Email Deliverability 101 Complaints Bounces Spam Trap Volumes List Management Content 7
  8. 8. Complaints #1 most important factor in reputation Human response to unwanted mail Receivers notices back to senders Feedback Loops Very low threshold 0.01% of all email sent in 24 hour period
  9. 9. Email Clients 9
  10. 10. What You Can Do – Monitor Complaint Rates SPAM Unsubscribe Report Remember keep under 0.01% Trend over time Review ALL changes when things go wrong
  11. 11. Email Deliverability 101 Complaints Bounces Spam Trap Volumes List Management Content 11
  12. 12. All About Bounces High bounces signal bad lists or list management practices Indicative of spammers Send to as many addresses as possible No regard for valid of addresses Don’t stay around for reporting Very hard for receiver to differentiate between bad list management and actual spamming
  13. 13. Dealing with Bounces Hard Bounce Bad email addresses Soft Bounces Mailbox full Blocks/Spam Content URL Technical Failures Server down Out of Offices 13
  14. 14. What You Can Do – Spam Traps Remove them? How? Don’t buy *random* lists Ask for data history if you buy list Get SLA’s Watch e-pending services Remove inactive accounts Quality over Quantity Run re-Confirmation processes Use confirmed opt-in in at capture 14
  15. 15. Email Deliverability 101 Complaints Bounces Spam Trap Volumes List Management Content 15
  16. 16. Volumes Volume is not in itself good or bad, but is an important part of the overall reputation algorithm. A higher score equates to larger volume monitored by the Sender Score Reputation Network. = More to measure you on 16
  17. 17. What You Can Do - Volumes Do not send too frequently or randomly Send a steady, consistent volume Send from clean shared range if low volumes Create multiple interests Newsletter Marketing 17
  18. 18. Email Deliverability 101 Complaints Bounces Spam Trap Volumes List Management Content 18
  19. 19. List Management Send to those who asked to receive your email People will complain if they don’t know who you are and did NOT request the content Frequency and Relevancy Recipients should see what they signed up for and at what frequency they signed up for it Meet their expectations of what they signed up for Know your subscriber Use personalization. Read their digital body language Segment & target
  20. 20. What You Can Do - List Management Ensure you don’t look like a spammer when delivering to non-existent accounts Spammers batch and blast to the same list every time Old accounts are sometimes re-used as spamtraps 18-24 months later Remove bad email addresses Reduce the amount of complaints against your IP Watch your spam unsubscribe reports regularly for trends Remove contacts that don’t click-through Ensures spam trap hits are low Don’t buy lists or buy from trusted sources Perform opt-in Send email confirmations Activity filters Remove inactive contacts from your database
  21. 21. Email Deliverability 101 Complaints Bounces Spam Trap Volumes List Management Content 21
  22. 22. Content Content is still important, but not as much as in the past when it comes to “sounding” like a spammer Content preview testing Relevancy Call to action Image to text ratio
  23. 23. What You Can Do – Content Personalization Inserting a person's name into an email increases open rates by as much as 10%. - Jupiter Research (2006) Don’t include video, flash scripts or forms in email Most are blocked by email clients for security Spam filtering is more likely to occur because of HTML coding than the words in your email. - George Bilbrey, iMediaConnection (2006) Make sure your content is readable… On mobile devices In preview panes With images OFF 23
  24. 24. Content Preview Example 24
  25. 25. Why Do You Care? Model = $200K Average Deal Size Eloqua The Competition Emails Sent 220,000 73 Sender Score Emails Sent 220,000 66 Sender Score Emails Delivered 200,000 1% to Inquiry Emails Delivered 180,000 1% to Inquiry Stage Volume Conversion Rates Stage Volume Conversion Rates Inquiries 2,000 4% Inquiries 1,800 4% MQL 80 54% MQL 72 54% SAL 43 53% SAL 39 53% SQL 23 26% SQL 21 26% 6 5 Wins Wins $1.2 Million $1.0 million 25
  26. 26. Why Do You Care? Model = $200K Average Deal Size Eloqua The Competition Emails Sent 220,000 73 Sender Score Emails Sent 220,000 66 Sender Score Emails Delivered 200,000 1% to Inquiry Emails Delivered 180,000 1% to Inquiry Stage Volume Conversion Rates Stage Volume Conversion Rates Inquiries 2,000 4% Inquiries 1,800 4% MQL 80 54% MQL 72 54% SAL 43 53% SAL 39 53% SQL 23 26% SQL 21 26% 6 5 Wins Wins $1.2 Million $1.0 million 26
  27. 27. Digital Body Language™ Drives cleaner leads to website Who opened? Who clicked? Where? Who’s active? Who’s not? What’s most important to them? Segmentation and relevancy Nurture Integration Deliverability PLUS+ 27
  28. 28. What else does Eloqua do to help Provide dedicated or shared IP’s/Branding Dedicated Delivery and Privacy Team 24x7 Monitoring Automatically suppress / report hard bouncebacks Bounceback History Report Automatically suppress / report ISP based complaints SPAM Unsubscribe List report Suppress known bad spelling, known SPAM traps, high level complainers, FCC Wireless Suppression list Deliverability Testing through Return Path Email and Privacy Certification
  29. 29. What you can do Monitor IP reputation http://www.senderscore.org • Create a FREE account • Have you IP or Domain ready Monitor complaint rates and adjust Trend in your email applications Remove them Monitor hard bounce rates and adjust Are you being seen as spam or spammer? Keep lists clean and relevant Remove inactive Quality over Quantity
  30. 30. Getting to the Inbox 30
  31. 31. Social Contact Info Dennis Dayman Twitter: ddayman Blog: http://www.deliverability.com
  32. 32. Q&A
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