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Optimizing Mm In Down Economy   Nov08
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CEO Tom Pines presents how to maximize Magnet Mail in a down economy

CEO Tom Pines presents how to maximize Magnet Mail in a down economy

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Optimizing Mm In Down Economy Nov08 Presentation Transcript

  • 1. Optimizing MagnetMail When ROI Matters the Most By Tom Pines, CEO Real Magnet November 24, 2008 Audio Coordinates: 866-206-0240 Pin: 789736#
  • 2. In 2009, ad spending will slump, but email is up
  • 3. Get to the Top of Your Game
    • Today’s comments focus on three broad areas:
      • Execute on Relevancy – Delivering content recipients want to receive.
      • Reputation / Improved Deliverability – Key measures you can take to improve your reputation and deliverability.
      • Campaign Testing – Available tools to improve campaign performance and ROI.
  • 4.
    • Give recipients valuable, relevant content. Greater Relevance = increased opens, click-throughs and ROI.
    • Inverse also true: unwanted content undermines brand and deliverability.
    • Two pillars of a successful relevancy program:
      • Understanding the wants of your recipients
      • Development and delivery of relevant content
    Relevancy
  • 5.
    • Goal: Send to highly targeted lists. The more targeted, the higher the open and click-through rates.
    • Best Practice: make your customer management database system (or CRM) the central repository for customer data points.
      • SalesForce, Avectra, NetSuites, iMIS, TMA Resources
    Relevancy - Segmentation
  • 6. Relevancy - Segmentation
    • Leverage what you have:
      • Gather customer data from in-house resources.
      • Analyze MagnetMail tracking
    • Take pro-active measures:
      • Conduct a survey: ask recipients what they want
      • Always provide them with a means to express their preference – host subscription management Page
  • 7. Relevancy - Develop / Deliver Relevant Content
    • Content is King - requires interesting subject matter that is well-written for email.
    • Relevancy is a branding campaign.
    • Goal: Your messages = trusted, value content
    • Don’t inundate senders! Shot-gun approach undermines relevancy and brand.
  • 8. Relevancy
    • Dynamic Content facilitates delivery of relevant content.
      • Dynamic Content= customized content based on demographic and / or preference data of recipients.
  • 9. Improved Deliverability
    • Relevancy is useless unless accompanied by high delivery rates. Every message not delivered is an opportunity lost.
    • Make distinction between requirements of CAN-SPAM and requirements for good email reputation. Adhering to CAN-SPAM only could hurt your reputation and delivery rates.
  • 10. Improved Deliverability
    • Good Reputation =
    • Consistent sending +
    • Low complaint rate +
    • Low bounce rate
  • 11. Improved Deliverability – Managing “Complaints”
    • Recipients who do not want to receive your messages can complain by:
      • Forwarding unwanted message to ISP, anti-spam watch dog group (e.g. SPAMHAUS).
      • “ Report as SPAM option” on free email system, such as Gmail, MSN, Comcast, etc.
  • 12. Improved Deliverability – Managing “Complaints” Access Spam Complaint Report: Tools > View Spam Complaints
  • 13.
    • Be aggressive about reducing complaints:
      • When renting lists, perform proper due diligence - don’t use lists that are non-permission-based
      • Execute on relevancy
        • Always provide means for recipients to express preferences
      • Honoring recipients’ unsubscribe requests
      • Meticulous management of suppression lists
    Improved Deliverability – Managing “Complaints”
  • 14.
    • Your reputation and deliverability will suffer if you fail to properly manage bounces.
    • MagnetMail categorizes bounces into 6 different types:
    Improved Deliverability – Bounce Management
  • 15. Improved Deliverability – Managing Bounces Six bounce types in MagnetMail
  • 16.
    • Be cautious about purging soft bounces.
    • MagnetMail re-tries bounces:
      • 4-6 times in the hours after message is sent
      • One more time in the middle of the night
    • User-unknown bounces are damaging to your reputation and delivery rates.
    • MagnetMail automatically suppresses user-unknown addresses after 2 bounces in 30 days.
    Improved Deliverability – Managing Bounces
  • 17.
    • Use MagnetMail’s Campaign Tool to create customized suppression rules if the MagnetMail default rule is too liberal.
    • Considering removing “bad domains” bounces once concluded they are fatally-flawed.
      • Improves tracking reports and ROI calculation
      • Saves costs of sending to bad addresses
    Improved Deliverability – Managing Bounces
  • 18. Thank you for joining! Getting the Most From MagnetMail When RIO Matters Most Questions? Comments? Contact 301-652-4025 or email tpines@realmagnet.com