Optimizing Mm In Down Economy Nov08


Published on

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

Published in: Technology, News & Politics
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Optimizing Mm In Down Economy Nov08

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