Email RX The Email Recipient Experience Andy ThorpeDeliverability & Compliance Manager
Stay LegalMust be clearly identifiedInc. Full company reg & contact details in footerData Protection: Must have permissionTo possess the data & to send to the data
Stay sendingList Purchase / Scraping / Harvesting / Appending = Danger• Recipients hate it and subsequently their ISPs do not like it• Mostly reactive• Spam Traps• Spam Haus Prove every address was supplied by the owner!
Email-RX ISPs control your Inbox Placement using your Reputation Your Reputation, is mainly based on the (re)actions of your Recipients The Recipient Experience Decides your DeliverabilityReputation = deliverability credit rating 1 in 4 legitimate Emails in the UK emails never • 86% inbox reaches the • 6.1% spam intended inbox • 7.82% vanish Return Path: 2011
ISP Reputation Bad Good • Hard bounces • Opens over time • Marked as spam • Always show images • B2C: Hotmail, Yahoo Gmail… • Clicks • B2B: Google Apps, Message • Safe list / Address book Labs & more. • Junk Folder • Replies (Address book) • Re-email marked as spam • Not junk • Spam traps (old) • Forward • Too many, too fast 47% of subscribers use "spam" button to unsubscribe! Return Path 2011
Inbox and preview pane How to make junk and alienate people Gmail Inbox: Hotmail Outlook Can’t see this email properly? Click here Can’t see this email properly? Click here X right click here to download pictures. To help protect your privacy, Outlook prevented automatic download of this picture from the Internet.
Inbox snippet preview • First line of text • Compliment and elaborate Subject • CTA - get the click through! Email opens on mobile devices increased by 34% Q3-2011
Get the images loaded If you haven’t already please load the images or view in a browser When you load the images, please choose to “always show the images” or view this in a browser
Triangle of conversion1. Converted by the subject line2. Converted by the header / preview pane3. Converted by the elaboration+ Have a back-up CTA or three!