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DMA Email deliverability masterclass, Tuesday 24 April 2012
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DMA Email deliverability masterclass, Tuesday 24 April 2012

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    DMA Email deliverability masterclass, Tuesday 24 April 2012 DMA Email deliverability masterclass, Tuesday 24 April 2012 Presentation Transcript

    • Email deliverability masterclass8.30am Registration and refreshments9.00am Welcome from the chair Chris Combemale, executive director, DMA9.15am Research findings Guy Hanson, director, response consulting, Return Path9.45am Pizza Express case study Dale Langley, senior consultant, deliverability consulting, Return Path10.10am Panel Discussion Chris Combemale, executive director, DMA Guy Hanson, director, response consulting, Return Path Dale Langley, senior consultant, deliverability consulting, Return Path Steve Butcher, deliverability manager, emedia10.25am Closing comments from chair Chris Combemale, executive director, DMA#DMAemail
    • Upcoming eventsEmail customer lifecycle: List growthTuesday 22 May 2012, LondonThe DMA summer lunchThursday 12 July 2012, Kensington Roof GardensClient email surveyThursday 17 May 2012, London#DMAemail
    • Welcome from the chairChris Combemale, executive director, DMA#DMAemail
    • Research findingsGuy Hanson, director, response consulting, Return Path #DMAemail
    • Email Deliverability Review WhitePaper – Key FindingsGuy HansonDirector, Response Consulting, Return Path
    • Agenda Introduction Email Deliverability Matters Mobile Email Also Matters Watch Your Reputation! Impact of Engagement Open v Complaint Rate Insight Top 10 ways to improve deliverability
    • New: Email Deliverability Review Whitepaper Fully refreshed and updated for 2012 Overview of critical factors affecting deliverability 10 steps to improving deliverability Download full paper today: www.returnpath.net/landing/DMAdeliverability
    • Making Email Better on a Global ScaleOver a Decade of Email Expertise Proven Data Infrastructure Delivering Measurable ROI
    • Email is still key for marketersSource: Social Media Examiner – 2012 Social Media Marketing Industry Report
    • Email is great for developing loyalcustomers and active subscribers. 72% Percentage of companies rate email as excellent or good for return on investment. Source: Econsultancy "Email Marketing Census 2011" (2011)
    • No Inbox. No Click. No ROI. © Return Path, Inc., 2010
    • Email Deliverability: Latest BenchmarkSource: Return Path Deliverability Benchmark Report, 2H11
    • Email Deliverability: Europe Average Nearly 14% of legitimate email never reaches European consumer inboxes That’s almost 3 out of every 20 emails sent!Source: Return Path Deliverability Benchmark Report, 2H11
    • Email Deliverability: by Country European Deliverability, 2H11Source: Return Path Deliverability Benchmark Report, 2H11
    • Mobile Email Matters
    • The Growth of Mobile 2011 2012Source: Return Path Mobile Study 2011/12
    • The Growth of MobileSource: Return Path Mobile Study 2012
    • Mobile Opens: where are they happening?Source: Return Path Mobile Study 2012
    • Mobile can make or break email marketingSource: Return Path Mobile Study 2012
    • Why do my goodemails get blocked? © Return Path, Inc., 2010
    • It’s All About Reputation (and Sender Behavior)! cture laint s g iene rastr u C om p Li st Hy Inf y ent nenc e ualit m rm a ge Q gage IP Pe M essa En
    • ISPs use your sender reputation to make filtering decisions. A poor reputation means, your email will get blocked.© Return Path, Inc., 2010
    • Impacting Factors for Email Filtering
    • The IncreasingImportance of Engagement
    • EmailDeliverability Subscriber Response
    • The Increasing Importance of Engagement The value of the fair exchange currency has appreciated – in favour of email subscribers© 2010 Return Path, Inc. www.returnpath.net | Confidential,do not reproduce
    • The Increasing Importance of Engagement £3.00 * £1.00 £0.10 £0.01 Experiences Experiences Services Services Goods GoodsCommoditiesCommodities * www.economist.com © 2010 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • Open v Complaint Rate Insight
    • Behavioural Measurement My Campaigns Competitor 1 Competitor 2
    • Subject Lines: By Vertical
    • Subject Lines: Message Types
    • Subject Lines: Optimum Length
    • Subject Lines: Special Characters
    • In Summary
    • Top 10 Tips for Improving Deliverability Improve data collection Implement authentication Monitor your sender reputation Manage your IP address carefully Practice good list hygiene Use complaint feedback loops Monitor blacklists Reduce spam complaints Conduct pre-broadcast testing Get accredited
    • New: Email Deliverability Review Whitepaper Fully refreshed and updated for 2012 Overview of critical factors affecting deliverability 10 steps to improving deliverability Download full paper today: www.returnpath.net/landing/DMAdeliverability
    • Let’s Connect!Guy HansonDirector, Response Consulting guy.hanson@returnpath.net www.returnpath.net http://uk.linkedin.com/in/guyhanson @ReturnPath, @GuyHanson
    • Pizza Express case studyDale Langley, senior consultant, deliverability consulting, ReturnPath #DMAemail
    • Industry CommentaryPizzaExpressApril 2012
    • Making the most of data Over 400 restaurants in the UK Centralised marketing database 42© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • Multi Channel Website Restaurant bookings Twitter feed Email signup Takeaway orders Facebook Page iPhone App 43© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • What next? Enrolling in Return Path Certification increased IPR > 90% How to keep subscribers engaged and maintain IPR Able to now target based on behaviour and location 44© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • The basics Good use of the preheader as a “teaser” Could include a call-to-action Engaging content provides a talking point Content leads naturally to “dine with a friend” offer Extends the reach of the offer Further sharing opportunities beyond the recipient Encourages sharing Builds relationships through interaction 45© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • Careful targeting Not on Strike – October 2010 Adapted logo for relevancy Targeted audience Timely delivery 46© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • Using data to enhance the creativeSubject: Happy Birthday Hannah Timely Relevant Trackable Personalised and engaging 47© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • A world without images The solution problem Branding is retained The offer is visible What is the message? Is this legitimate? Creative use of tables This is alt-text Missed personalisation opportunity I want to unsubscribe 48© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • A world without images Clear branding Clear message Could have been clearer about the CTA Clear action 49© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • A world without images 50© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • Generating buzz 51© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • Recommendations 52 © 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • Recommendations Improve the preheader Resize gracefully for different devices • Include a call to action Encouragetop left of thetablesimprove inbox placement • Use the engagement to • Don’t use fixed-width email • • Don’t information to reply to campaigns Stack repeat the subject line, using columns Allow subscribers rather than • complementrendering tool Add using a it Test whitelisting instructions • Try split tests to improve conversion • Send time sensitive campaigns • Encourage natural sharing / forwarding 53© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • Thank you 54 © 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
    • Panel discussionChris Combemale, executive director, DMAGuy Hanson, director, response consulting, Return PathDale Langley, senior consultant, deliverability consulting, ReturnPathSteve Butcher, deliverability manager, emedia #DMAemail
    • Closing comments from the chairChris Combemale, executive director, DMA #DMAemail
    • Thank you for attendingTo see a listing of upcoming events please visithttp://www.dma.org.uk/event-listing