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Signed! Sealed! Blocked?! Tips for Improving Email Deliverability

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Lead by Informz deliverability expert Greg Robinson, this webinar will outline the basics of email deliverability and sender reputation. Discover how technology can influence email deliverability and …

Lead by Informz deliverability expert Greg Robinson, this webinar will outline the basics of email deliverability and sender reputation. Discover how technology can influence email deliverability and walk away with a toolkit to help you transform your sender practices and reputation, ultimately achieving better email delivery rates.

Published in: Business, Technology

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  • 1. Signed, Sealed, Blocked?Tips for Improving Email Deliverability
    Moderator: Jeanette Arrighi, MBA – Informz
    Guest: Greg Robinson – Informz
    Twitter: #Informz
  • 2.
  • 3. Why is Deliverability Important?
    Nobody can read an email they never received
    First step to the success of your marketing campaign
    It has long-lasting effects
  • 4. Introductions
    Greg Robinson
    Deliverability Manager
    Informz
  • 5. Factors in Deliverability
    Content Filtering
    Subscriber Engagement
    Sender Reputation
  • 6. Content Filtering
    Avoid non-pdf attachments
    Maintain a high text-to-image ratio
    Be careful in crafting the subject line
    Analyze spam you receive – do the opposite
    TEST!
  • 7. Testing
    Consider how your email looks
  • 8. Subscriber Engagement
    The “last on top” rule is no more when sending to various ISPs
    Subscribers have more control over the inbox experience and incoming mail placement
    ISPs look at subscriber interaction in determining placement of new messages
  • 9. Inbox Control
    Hotmail solicited user input when redesigning their inbox functionality
    Behavioral metrics factor into whether an email is “inbox worthy” or not
    Analyzed behavior includes whether or not messages are read, deleted and/or replied to
  • 10. Inbox Control
    Gmail’s “priority Inbox” allows users to sort messages into various categories
    If your message is tagged “Unimportant”, your sender reputation may be affected.
    Opens and clicks also factor in to engagement analysis for future placement by Gmail
  • 11. Engaging Subscribers
    Allow subscribers to set their preferences for mail
  • 12. Engaging Subscribers
    Ask subscribers to add you to their address book
  • 13. Engaging Subscribers
    Monitor subscriber engagement (or lack there of)
  • 14. What is Sender Reputation?
    Sender Reputation = Trustworthiness
  • 15. What is our Sender Reputation?
    www.reputationauthority.org
  • 16. What is our Sender Reputation?
    Text
  • 17. Improve Your Reputation
    Avoid shared or purchased lists
    Remove old and inactive addresses to keep data current
    Confirm opt-ins via email to reduce submission of invalid addresses
  • 18. Improve Your Reputation
    • Master the art of targeting the right person with the right message, at the right time
    Relevancy = Results
  • 19. Feedback Loop
    FBLs allow ISPs to forward spam complaints to a provided email address, so the recipient can be unsubscribed.
    Should be a fraction of a percent, aim for <0.1%.
  • 20. Achieving Whitelisting
    Request that the domain’s email admin Whitelist your sending IP address.
    Mail from whitelisted senders can often skip over some spam filters and go to the inbox.
  • 21. What else can we do?
    Consider Sender Authentication, such as DKIM and Sender-ID
    Sender Authentication helps verify who an email is actually coming from
  • 22. Recap
    Content still matters
    Engagement leads improved sender reputation
    Be pro-active in monitoring reputation
    Become an authenticated sender
  • 23. Questions?
    advisor@informz.com
    Follow us online:
    www.twitter.com/informz
    www.slideshare.net/informz