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Getting Emails Delivered in the World of the Intelligent Inbox

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  • 1. Getting Emails Deliveredin the World of the Intelligent Inbox
  • 2. About Silverpop
    1,400+ customers
    Across 38 countries
    24 billion emails sent per annum across our customer base
    97% avg. deliverability rate
  • 3. Why spend 45 minutes today talking about deliverability?
  • 4. Because it isn’t a technical issue…
  • 5. It’s a business issue…
  • 6. Just how big of an issue is it?
  • 7.
    It could be a €400,000 problem for your business
  • 8. 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)
  • 9. Not convinced?
  • 10. 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)
  • 11. What makes for good deliverability?
  • 12. Art
    Science
  • 13.
  • 14. It’s all about Engagement
  • 15. Each ISP has their own rules for using reputation to determine inbox placement.
    Yahoo!
    Hotmail
    Gmail
    Comcast
    AOL
  • 16. Unknown User
    Spam Trap
    Complaint
  • 17. How Can I Improve Engagement?
    17
  • 18. Welcome Series
  • 19.
  • 20. Promote Update in Welcome Email
  • 21. Optimising Delivery Time
  • 22. 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
  • 23. 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
  • 24. Preference Centres
  • 25. Master the art of Email Marketing Ju-Jitsu
  • 26. Take a break. Hit Snooze.
    3-5 per cent decrease in unsubscribes.
  • 27. Worry (a lot) about your Reputation
  • 28. Infrastructure
    List Hygiene
    Complaints
    IP Permanence
    Message Quality
    Engagement
    Reputation is a set of metrics based on your sending behaviour
  • 29. But how do I knowwhat my sender reputation is?
  • 30.
  • 31. Authentication
  • 32. Types of Authentication
    SPF (Sender Policy Framework)
    Sender ID
    DomainKeys
    DKIM (DomainKeys Identified Mail)
  • 33. Why we need authentication
  • What Authentication Does and Doesn’t Do
  • 36. 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
    • 37. No Explicit Deliverability Benefits
    • 38. Doesn’t Stop Phishing or Spoofing
  • 39. The Deliverability Lifecycle
  • 40. Deliverability Lifecycle
  • 41.
  • 42.
  • 43. Why not Automate Ramp-Up and IP Warming?
  • 44. Deliverability in the Real World
  • 45. 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
  • 46. 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
  • 47. Latest Trends to Watch
  • 48. Google Priority Inbox
  • 49.
  • 50.
  • 51. Hotmail Sweep
  • 52.
  • 53.
  • 54. “The number of worldwide email accounts is projected to increase from over 2.9 billion in 2010, to over 3.8 billion by 2014.”
  • 55. By 2014, the average consumer will receive 9,000 email marketing messages a year.
  • 56.
  • 57.
  • 58. 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.
  • 59. Resources
    Resource Centreat silverpop.com
    White papers
    Webinars
    Blogs
    Case studies
    Newsletters
    Presentations on SlideShare
    www.slideshare.net/Silverpop
  • 60. Thank you!