Getting Emails Delivered in the World of the Intelligent Inbox

Getting Emails Deliveredin the World of the Intelligent Inbox

About Silverpop
1,400+ customers
Across 38 countries
24 billion emails sent per annum across our customer base
97% avg. deliverability rate

Why spend 45 minutes today talking about deliverability?

Because it isn’t a technical issue…

It’s a business issue…

Just how big of an issue is it?

€
It could be a €400,000 problem for your business

Let’s do the maths
25,000,000 emails per annum
X €0.10 revenue per email sent
==============================
€ 2,500,000revenue per annum
==============================
Average industry delivery rate 85%
€375,000left on the table (undelivered)

Not convinced?

Let’s do the different maths
You spend €50,000 per annum on email marketing
X €47 per €1 spent in return
==============================
€ 2,350,000revenue per annum
==============================
Average industry delivery rate 85%
€352,500left on the table (undelivered)

What makes for good deliverability?

Art
Science

It’s all about Engagement

Each ISP has their own rules for using reputation to determine inbox placement.
Yahoo!
Hotmail
Gmail
Comcast
AOL

Unknown User
Spam Trap
Complaint

How Can I Improve Engagement?
17

Welcome Series

Promote Update in Welcome Email

Optimising Delivery Time

Little TikesIncreased metrics across the board with Send Time Optimization
Overview
Regular weekly promotional email
Established open and click rate trends
Results on first send
Open rates increased 20%
Click rates increased 30%
Total revenue generated increased 75%
Average value per order grew 35%
Using Silverpop’s Send Time Optimization feature has allowed Little Tikes to take a more sophisticated approach to our email marketing with no extra effort on our end. --Julie Gibson Email Coordinator, Little Tikes

EncyclopaediaBrittanicaEncyclopaediaBrittanica solves decade-old marketing dilemma of when to send an email by using Silverpop’s Send Time Optimization feature
Business Challenges
Finding an innovative way to boost sales for its online store
Targeting emails to their customer’s specific window for purchasing
Overview of Solution/Benefits
The company first tested the feature in an email alerting its 120,000 subscribers to the company’s Spring Sale. The results included:
20-46% increase in open rates
30-50% increase in click rates
30% increase in total number of orders per campaign
EB has now made STO a standard in their campaigns
“If I can get to our email subscribers when they want to hear from me, that made a lot of sense to me. It gave me a competitive advantage.”
-Kassie Stephenson Adams
Director of Consumer Marketing and Campaign Management, EncyclopaediaBrittanica

Preference Centres

Master the art of Email Marketing Ju-Jitsu

Take a break. Hit Snooze.
3-5 per cent decrease in unsubscribes.

Worry (a lot) about your Reputation

Infrastructure
List Hygiene
Complaints
IP Permanence
Message Quality
Engagement
Reputation is a set of metrics based on your sending behaviour

But how do I knowwhat my sender reputation is?

Authentication

Types of Authentication
SPF (Sender Policy Framework)
Sender ID
DomainKeys
DKIM (DomainKeys Identified Mail)

Why we need authentication
Spoofing
Phishing
Spam

What Authentication Does and Doesn’t Do

Does
Verify Sender
Establishes Reputation
Sets Foundation for Domain Reputation
Implicit Benefits
Feedback Loop
Trust Icons in the Email Client
Assurance for your Brand
Does Not
No Explicit Deliverability Benefits
Doesn’t Stop Phishing or Spoofing

The Deliverability Lifecycle

Deliverability Lifecycle

Why not Automate Ramp-Up and IP Warming?

Deliverability in the Real World

IntertopsGaming company find less is more when it comes to deliverability
Company
One of the largest sites for sports betting, casino, poker and games
Business Challenges
Email incorrectly being identified as spam
An aged email database w/ some subscribers older than 10 years
Inaccurate deliverability reporting from an internal system

IntertopsGaming company find less is more when it comes to deliverability
Overview of Solution/Benefits
Reduced list size by 75% removing invalid and inactive addresses
Implemented a promotional email and newsletter program focused on relevancy
20-30% increase in open rates
10% increase in conversion rates
100% increase in deliverability. Now 20% higher than industry average

Latest Trends to Watch

Google Priority Inbox

Hotmail Sweep

“The number of worldwide email accounts is projected to increase from over 2.9 billion in 2010, to over 3.8 billion by 2014.”

By 2014, the average consumer will receive 9,000 email marketing messages a year.

A Quick Look Back
Deliverability is a significant business issue.
It is part art and part science...And,It is 100% about engagement!
Engage with recipients early and on their terms
Worry about your reputation... A lot!
Brace for more change. More technology. More complexity.

Resources
Resource Centreat silverpop.com
White papers
Webinars
Blogs
Case studies
Newsletters
Presentations on SlideShare
www.slideshare.net/Silverpop

Thank you!

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Getting Emails Delivered in the World of the Intelligent Inbox

by Silverpop

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