Deliverability - it's in your control

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Your deliverability is decided by your recipients’ reactions to your emails. You are in control.

In this unmissable webinar Pure360’s Deliverability and Compliance Manager, Andy Thorpe reveals all.

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  • Pic: merlin?
  • Firstly, thanks to spammers, we still have to jump through hoops to avoid being junked because they think your email is spam.Pic: phishing [person fishing with black seahorse for Lloyds]
  • Pic: beg for cash / beg to king @
  • Pic: matrix with @ eyes looking over the top from behind
  • Man banging his head again the wall
  • Man jumping with glee / screen shots of inbox buttons: not junk, safe list, always load images
  • Person killing computer / crying over computer
  • Pic of marriage proposal and a tape measure
  • Little pic / man / smiley per rapport?Stranger: :-/Prospect: ;-/ (one eye brow up)Lead: Customer: Fan :-DAmbassador: ;-D
  • Welcome > tah-dah!Pic: welcome mat?
  • Pic: Snow ball going down hill?
  • Man shooting zombie? Zombie with blocks?
  • Pic: Man with arm over the shoulder of another / mind reading
  • Deliverability - it's in your control

    1. 1. Deliverability<br />The myth<br />The facts<br />Your control<br />
    2. 2. What we will cover<br /><ul><li>What is deliverability?
    3. 3. What are you measured on
    4. 4. How are you measured?
    5. 5. What can you do
    6. 6. Questions & answers</li></li></ul><li>Dispelling the myth<br />Deliverability = Inbox placement<br />ISPs decide your inbox placement based on your recipients reactions to your emails.<br />ESPs can show you the metrics and give you the advice.<br />You do the work.<br />
    7. 7. Content filters<br />Don’t get mistaken as a spammer<br /><ul><li>No plain text
    8. 8. One giant image
    9. 9. Spammy keywords
    10. 10. Phishing</li></li></ul><li>Reputation is like a credit rating<br />No credit history = No mortgage<br />Poor credit history = mortgage + big deposit<br />Good credit history = good mortgage<br />Consistent volumes + engagement = good inbox placement<br />Bounces & complaints = junk & blocks<br />No sending history = very low volume inbox placement<br />
    11. 11. How the ISPs see you<br /><ul><li>Email address
    12. 12. Domain
    13. 13. Prefix
    14. 14. IP address</li></li></ul><li>What counts against you<br /><ul><li>Hard bounces
    15. 15. Marked as spam
    16. 16. Re-email marked as spam
    17. 17. Feedback loops
    18. 18. Spam traps
    19. 19. Too many, too fast</li></li></ul><li>What counts for you<br /><ul><li>Opens over time
    20. 20. Clicks
    21. 21. Safe List
    22. 22. Replies
    23. 23. Not junk</li></li></ul><li>What do I do?<br />Focus on and improve <br />the recipient experience<br />
    24. 24. Common mistakes<br />Get their name wrong with your personalisation<br />Pretend a cold email is not a cold email<br />Be dishonest in the subject line or from name to get the open<br />Make an email that recipients are unable to read<br />Assuming permission<br />
    25. 25. Engagement<br />Measure engagement > segment and target<br />
    26. 26. Empathise<br />Different levels of rapport<br /><ul><li>Stranger
    27. 27. Prospect
    28. 28. Lead
    29. 29. Customer
    30. 30. Fan
    31. 31. Ambassador</li></li></ul><li>Welcome emails<br />The first email you send them<br /><ul><li>Ask for address book & safe list
    32. 32. Tell them what to expect
    33. 33. DWYSYWWYSYWDIDo what you said you would When you said you would do it</li></li></ul><li>Momentum of engagement<br />Sign-up & Social Share = engagement<br />Frequent shorter emails<br />vs<br />Monthly giant email<br />Say thanks<br />Thnx 4the RT;-)<br />
    34. 34. The basics<br /><ul><li>Suppress previous opt-outs and hard bounces
    35. 35. Take out zombies
    36. 36. From address & From name matches your brand
    37. 37. Preheader with the reason for email, external view and optional opt-out link
    38. 38. Top third preview pane friendly
    39. 39. Footer has legally required company registration details.
    40. 40. Email renders properly</li></li></ul><li>Recipient experience review<br />Monthly / Quarterly<br /><ul><li>The recipient rapport with the sender
    41. 41. Why recipients might complain
    42. 42. Why addresses might hard bounce
    43. 43. Empathise with recipients
    44. 44. Segment based on engagement
    45. 45. Optimise creative for rapport
    46. 46. Welcome plans
    47. 47. Re-engagement plans</li></li></ul><li>Summary<br /><ul><li>You control your deliverability
    48. 48. ISPs treat your inbox placement like a credit rating
    49. 49. Make sure the creative is inbox ready
    50. 50. Focus & segment on engagement levels and rapport stages
    51. 51. Welcome people to your lists
    52. 52. Capitalise on the momentum of engagement
    53. 53. Reward engagement
    54. 54. Engage on more than one medium</li></li></ul><li>Recipient experience<br />You are in control...<br />Your deliverability <br />is decided by<br />Your recipients’ reactions <br />to Your emails<br />Just like your ROI!<br />
    55. 55. Questions & Answers<br />Thanks for listening!<br />Andy Thorpe<br />Please ask me lots of questions!<br />Continue the conversation after this Q&A:<br />Email me: andy.thorpe@pure360.com<br />

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