Hello, I’m thrilled to be here today! I’m going to give you an overview on the Best Practices in list Segmentation. So Who am I… My name is Jeff Linton – Manager, Product Marketing with Act-On Software – Little about me …I have not always been in Marketing I actually started here in SALES on January 2nd of 2011 as number 16th in the company. I tell this to you because I may be one of the only people in marketing that likes sales and the only sales guy that liked marketing…. Really, I’m in a great spot with a great company – in fact Today our new hire training class ( that’s in our conference room as we speak ) consists of 27 new individuals to acton, yes we have be very very busy to say the least… Before we get started I’d like to cover a few details about today session. For those on twitter you follow us and tweet during the session using the hash tag A O W E B.One more thing….
3 times as many email accounts as FB and Twitter accounts combinedTotal posts on FB and Twitter add up to 0.2% of all email trafficTotal number of searches on Google, Yahoo and Bing equals just 1.1% of all email traffic4X as much email is sent as web sites are visited inclusive of social sites, search sites and internet page views combined
Deliverability and The Realities and Demands of Today's Market
Deliverability & The Realities and Demands of Today’s Market Presented by:David Fowler | Act-On Chief Privacy & Deliverability Officer email@example.com | #AOWEB
David FowlerChief Privacy & DeliverabilityOfficer@ActOnSoftware #AOWEB
Deliverability Wake Up The Realities: State of the email state Email and the law The Demands: Email performance realities Authentication Reputation Engagement Your path to the Inbox: The barriers to ROI Deliverability Feud – The game show for marketers! Receiver changes and expectations Final thoughts
Marketing Used to Be So SimplePrivate and Confidential
The Value of Email 3 Times as many email accounts as FB and Twitter accounts combined Total posts on FB and Twitter add up to 0.2% of all email traffic Total number of searches on Google, Yahoo and Bing equals just 1.1% of all email traffic 4X as much email is sent as web sites are visited inclusive of social sites, search sites and internet page views combined Source: Smarter Tools Source: Smarter Tools Private and Confidential
State of the Email State Email Deliverability = Brand Management Brand Management = Email Reputation Good Email Reputation = Better Deliverability Email Authentication is a Requirement User Engagement is now Paramount for Senders More aggressive filter implementation More streamlined industry organization/cooperation Continued legal | privacy | technology issues remain More informed clients as access to information is available There are still No Guarantees for delivery to any inbox
Email and the Law All major countries have some form of email / online regulation and compliance obligations Canada to enact the CASL legislation in Q1 2013 Not all privacy barriers are created equal: Privacy standards today are reverse in the US -vs- ROW Consent (opt-in) versus non consent (opt out) USA: You have several compliance issues to consider: CAN-SPAM | States Laws | Child Registries | FTC | FCC UK: Privacy & Electronics Communication & Regulation The FTC has prosecuted the behavior of an organizations partners recently: Affiliate Marketers Privacy bill of rights release earlier this year
Performance Considerations Deliverability is YOUR Responsibility MAILING BUSINESS DESIGN & DATA REPUTATION SYSTEMS POLICIES CONTENT MANAGEMENT Dedicated IP Legal Public & Private Design & Text Frequency Shared IP Compliance Blacklists Elements in SL & Data Collection & Affiliates, URL Blocklists Body HygieneAuthentication Advertisers & Abuse Boards Rendering Bounce Volume & Advertising Frequency Spam W3C Compliant Management Management Permission Complaints HTML Feedback Loop Practices Link ManagementRFC Compliant Collaborative Outbound & Filters Configuration Unsub Inbound RFC Compliant Management Processing User Engagement Headers Web Site Transparency Deliverability: Are the messages received in the inbox? Renderability: Are images in emails viewable; do links work? Credibility: Do your customers trust the mail is from you? Brand Management: Does the email reflect your brand strategy?
Email Authentication Proof of identity is achieved through the following authentication protocols: SPF: Sender Policy Framework Sender ID DK/DKIM: Domain Keys / Identified Mail DMARC
Reputation & Engagement =Engaged Customer | Maximum Deliverability | ROI
Email Reputation 20% of legitimate email never reaches the inbox Blame the ISPs and then look in the mirror Your sending reputation plays a MAJOR role It’s your sending practices that drive deliverability And reputation is all about YOUR NUMBERS
Email Reputation Majority of deliverability issues are based on reputation Your data that affects YOUR reputation: Authentication Email volume Complaint rates Your “Hard Bounce” rate Spam trap hits Consumer engagement – Very Important! To protect your reputation: MONITOR your sends To repair your reputation: FIX THE PROBLEMS – data integrity / confirmed opt-in
ISP Reputation vs. Content Filtering Source: Return Path 18
Engagement Means the degree to which your email subscribers are interested in and acting on your email messages In the ways you want and expect, including: Add to the address book | safe sender lists Clicks & opens Sales conversions Frequency of mail Email folder management Hotmail’s engagements metrics include: Messages read, then deleted by the subscriber Messages deleted without being read Messages replied to, a tough one in the email marketing space Frequency of receiving and reading a message from a particular "From" address 20
• DELIVERABILITY• Myths or Realities? DELIVERABILITY FEUD with your charming host, David Fowler 22
Common Myths and Realities Let’s startthe show...
There is an ISP “Bat Phone” to call. There has NEVER been a bat phone.Authentication gets me delivered Authentication is a first step into the inbox. building your identity.There’s a magic list of words you Reputation has more influencecan’t use in your content – like free. today than your content. Everyone hits the spam button sometime.Confirmed opt-in members If you are confirmed opt in it could bewon’t hit the spam button. more unlikely. CAN-SPAM is a minimum threshold ofBeing CAN-SPAM compliant will compliance. Has no impact on reputationkeep me from being considered spam. or deliverability.Definition of spam as abusive email. As opposed to unwanted email.I’m on a blacklist, is my It depends on which blacklist you are on.deliverability going to be poor? Some are more serious than others. 24
I mail at night because the ISPs These decisions are being madedo not watch during those hours. computationally and not by humans.Send more mail: Increased mail frequency Incorrect in 2012; engagement is morewill increase your metrics. important than quantity.My sales will decrease if I As you build relevancy, you build consumeruse “confirmed opt-in”. engagement, which leads to greater ROI.My list is different so I don’t need The principles of permission don’t change“confirmed opt-in”. based on list type. This may eliminate one-time issues, but ifI scrub with a third-party service your data collection practices are poor,so my list is problem free. you’ll have continued issues.I have signed up with a third-party reputation These services are based on complaintsservice so all my problems are solved. and user feedback = a work-in-progress.My ESP is responsible for my Your ESP is your partner and notperformance and results. responsible for your performance. 25
ISP Changes and Expectations Major headcount reduction and consolidation Outsourcing postmaster duties, delivery management and functionality (FBLs) ISPs Have evolved: They don’t consider themselves ISPs Creating features that allow the user to control their in-box Offering additional filtering options for inbox management Gmail, Hotmail, Yahoo! have enhanced user experience options User control equates to engagement = This is good (ROI) Authentication is a REQUIREMENT now Deliverability decision making is a reality No authentication: do not pass go straight to the junk folder
Final Thoughts The song remains the same Deliverability is your ROI protector Deliverability services are insurance services You are still “guilty until proven innocent” with the receivers Retention vs. Acquisition email have separate issues and challenges associated with their respective models Deliverability and ISP Remediation are two separate areas of management It takes time to solve ISP issues and they can be very complex The road to the inbox will evolve as messaging strategies change Your mailing reputation cannot be ignored - it WILL follow you!