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Email deliverability masterclass8.30am    Registration and refreshments9.00am    Welcome from the chair          Chris Com...
Upcoming eventsEmail customer lifecycle: List growthTuesday 22 May 2012, LondonThe DMA summer lunchThursday 12 July 2012, ...
Welcome from the chairChris Combemale, executive director, DMA#DMAemail
Research findingsGuy Hanson, director, response consulting, Return Path #DMAemail
Email Deliverability Review WhitePaper – Key FindingsGuy HansonDirector, Response Consulting, Return Path
Agenda         Introduction     Email Deliverability Matters     Mobile Email Also Matters     Watch Your Reputation!     ...
New: Email Deliverability Review Whitepaper                      Fully refreshed and updated for                      2012...
Making Email Better on a Global ScaleOver a Decade of Email Expertise  Proven Data Infrastructure  Delivering Measurable ROI
Email is still key for marketersSource: Social Media Examiner – 2012 Social Media Marketing Industry Report
Email is great for developing loyalcustomers and active subscribers.          72%          Percentage of companies rate em...
No Inbox. No Click.     No ROI.       © Return Path, Inc., 2010
Email Deliverability: Latest BenchmarkSource: Return Path Deliverability Benchmark Report, 2H11
Email Deliverability: Europe Average              Nearly 14% of legitimate email never reaches European                   ...
Email Deliverability: by Country                                                   European Deliverability, 2H11Source: Re...
Mobile Email Matters
The Growth of Mobile                               2011        2012Source: Return Path Mobile Study 2011/12
The Growth of MobileSource: Return Path Mobile Study 2012
Mobile Opens: where are they happening?Source: Return Path Mobile Study 2012
Mobile can make or break email marketingSource: Return Path Mobile Study 2012
Why do my goodemails get blocked?       © Return Path, Inc., 2010
It’s All About Reputation (and Sender Behavior)!                                                      cture          laint...
ISPs use your sender             reputation to make            filtering decisions. A           poor reputation means,    ...
Impacting Factors for Email Filtering
The IncreasingImportance of Engagement
EmailDeliverability                 Subscriber                 Response
The Increasing Importance of Engagement                                             The value of the                      ...
The Increasing Importance of Engagement                                                                   £3.00 *         ...
Open v Complaint  Rate Insight
Behavioural Measurement  My Campaigns   Competitor 1   Competitor 2
Subject Lines: By Vertical
Subject Lines: Message Types
Subject Lines: Optimum Length
Subject Lines: Special Characters
In Summary
Top 10 Tips for Improving Deliverability   Improve data collection   Implement authentication   Monitor your sender reputa...
New: Email Deliverability Review Whitepaper                      Fully refreshed and updated for                      2012...
Let’s Connect!Guy HansonDirector, Response Consulting      guy.hanson@returnpath.net      www.returnpath.net      http://u...
Pizza Express case studyDale Langley, senior consultant, deliverability consulting, ReturnPath    #DMAemail
Industry CommentaryPizzaExpressApril 2012
Making the most of data      Over 400 restaurants in the UK      Centralised marketing database                           ...
Multi Channel Website                                                                               Restaurant bookings   ...
What next?      Enrolling in Return Path Certification increased IPR > 90%      How to keep subscribers engaged and mainta...
The basics                                                                    Good use of the preheader                   ...
Careful targeting                                                                      Not on Strike – October 2010       ...
Using data to enhance the creativeSubject: Happy Birthday Hannah                                                          ...
A world without images      The solution          problem                                                                 ...
A world without images                                                                                        Clear brandi...
A world without images                                                         50© 2012 Return Path, Inc. www.returnpath.n...
Generating buzz                                                         51© 2012 Return Path, Inc. www.returnpath.net | Co...
Recommendations                                                          52 © 2012 Return Path, Inc. www.returnpath.net | ...
Recommendations      Improve the preheader      Resize gracefully for different devices       • Include a call to action  ...
Thank you                                                          54 © 2012 Return Path, Inc. www.returnpath.net | Confid...
Panel discussionChris Combemale, executive director, DMAGuy Hanson, director, response consulting, Return PathDale Langley...
Closing comments from the chairChris Combemale, executive director, DMA  #DMAemail
Thank you for attendingTo see a listing of upcoming events please visithttp://www.dma.org.uk/event-listing
DMA email deliverability masterclass
DMA email deliverability masterclass
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DMA email deliverability masterclass

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Transcript of "DMA email deliverability masterclass"

  1. 1. Email deliverability masterclass8.30am Registration and refreshments9.00am Welcome from the chair Chris Combemale, executive director, DMA9.15am Research findings Guy Hanson, director, response consulting, Return Path9.45am Pizza Express case study Dale Langley, senior consultant, deliverability consulting, Return Path10.10am Panel Discussion Chris Combemale, executive director, DMA Guy Hanson, director, response consulting, Return Path Dale Langley, senior consultant, deliverability consulting, Return Path Steve Butcher, deliverability manager, emedia10.25am Closing comments from chair Chris Combemale, executive director, DMA#DMAemail
  2. 2. Upcoming eventsEmail customer lifecycle: List growthTuesday 22 May 2012, LondonThe DMA summer lunchThursday 12 July 2012, Kensington Roof GardensClient email surveyThursday 17 May 2012, London#DMAemail
  3. 3. Welcome from the chairChris Combemale, executive director, DMA#DMAemail
  4. 4. Research findingsGuy Hanson, director, response consulting, Return Path #DMAemail
  5. 5. Email Deliverability Review WhitePaper – Key FindingsGuy HansonDirector, Response Consulting, Return Path
  6. 6. Agenda Introduction Email Deliverability Matters Mobile Email Also Matters Watch Your Reputation! Impact of Engagement Open v Complaint Rate Insight Top 10 ways to improve deliverability
  7. 7. New: Email Deliverability Review Whitepaper Fully refreshed and updated for 2012 Overview of critical factors affecting deliverability 10 steps to improving deliverability Download full paper today: www.returnpath.net/landing/DMAdeliverability
  8. 8. Making Email Better on a Global ScaleOver a Decade of Email Expertise Proven Data Infrastructure Delivering Measurable ROI
  9. 9. Email is still key for marketersSource: Social Media Examiner – 2012 Social Media Marketing Industry Report
  10. 10. Email is great for developing loyalcustomers and active subscribers. 72% Percentage of companies rate email as excellent or good for return on investment. Source: Econsultancy "Email Marketing Census 2011" (2011)
  11. 11. No Inbox. No Click. No ROI. © Return Path, Inc., 2010
  12. 12. Email Deliverability: Latest BenchmarkSource: Return Path Deliverability Benchmark Report, 2H11
  13. 13. Email Deliverability: Europe Average Nearly 14% of legitimate email never reaches European consumer inboxes That’s almost 3 out of every 20 emails sent!Source: Return Path Deliverability Benchmark Report, 2H11
  14. 14. Email Deliverability: by Country European Deliverability, 2H11Source: Return Path Deliverability Benchmark Report, 2H11
  15. 15. Mobile Email Matters
  16. 16. The Growth of Mobile 2011 2012Source: Return Path Mobile Study 2011/12
  17. 17. The Growth of MobileSource: Return Path Mobile Study 2012
  18. 18. Mobile Opens: where are they happening?Source: Return Path Mobile Study 2012
  19. 19. Mobile can make or break email marketingSource: Return Path Mobile Study 2012
  20. 20. Why do my goodemails get blocked? © Return Path, Inc., 2010
  21. 21. It’s All About Reputation (and Sender Behavior)! cture laint s g iene rastr u C om p Li st Hy Inf y ent nenc e ualit m rm a ge Q gage IP Pe M essa En
  22. 22. ISPs use your sender reputation to make filtering decisions. A poor reputation means, your email will get blocked.© Return Path, Inc., 2010
  23. 23. Impacting Factors for Email Filtering
  24. 24. The IncreasingImportance of Engagement
  25. 25. EmailDeliverability Subscriber Response
  26. 26. The Increasing Importance of Engagement The value of the fair exchange currency has appreciated – in favour of email subscribers© 2010 Return Path, Inc. www.returnpath.net | Confidential,do not reproduce
  27. 27. The Increasing Importance of Engagement £3.00 * £1.00 £0.10 £0.01 Experiences Experiences Services Services Goods GoodsCommoditiesCommodities * www.economist.com © 2010 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  28. 28. Open v Complaint Rate Insight
  29. 29. Behavioural Measurement My Campaigns Competitor 1 Competitor 2
  30. 30. Subject Lines: By Vertical
  31. 31. Subject Lines: Message Types
  32. 32. Subject Lines: Optimum Length
  33. 33. Subject Lines: Special Characters
  34. 34. In Summary
  35. 35. Top 10 Tips for Improving Deliverability Improve data collection Implement authentication Monitor your sender reputation Manage your IP address carefully Practice good list hygiene Use complaint feedback loops Monitor blacklists Reduce spam complaints Conduct pre-broadcast testing Get accredited
  36. 36. New: Email Deliverability Review Whitepaper Fully refreshed and updated for 2012 Overview of critical factors affecting deliverability 10 steps to improving deliverability Download full paper today: www.returnpath.net/landing/DMAdeliverability
  37. 37. Let’s Connect!Guy HansonDirector, Response Consulting guy.hanson@returnpath.net www.returnpath.net http://uk.linkedin.com/in/guyhanson @ReturnPath, @GuyHanson
  38. 38. Pizza Express case studyDale Langley, senior consultant, deliverability consulting, ReturnPath #DMAemail
  39. 39. Industry CommentaryPizzaExpressApril 2012
  40. 40. Making the most of data Over 400 restaurants in the UK Centralised marketing database 42© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  41. 41. Multi Channel Website Restaurant bookings Twitter feed Email signup Takeaway orders Facebook Page iPhone App 43© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  42. 42. What next? Enrolling in Return Path Certification increased IPR > 90% How to keep subscribers engaged and maintain IPR Able to now target based on behaviour and location 44© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  43. 43. The basics Good use of the preheader as a “teaser” Could include a call-to-action Engaging content provides a talking point Content leads naturally to “dine with a friend” offer Extends the reach of the offer Further sharing opportunities beyond the recipient Encourages sharing Builds relationships through interaction 45© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  44. 44. Careful targeting Not on Strike – October 2010 Adapted logo for relevancy Targeted audience Timely delivery 46© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  45. 45. Using data to enhance the creativeSubject: Happy Birthday Hannah Timely Relevant Trackable Personalised and engaging 47© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  46. 46. A world without images The solution problem Branding is retained The offer is visible What is the message? Is this legitimate? Creative use of tables This is alt-text Missed personalisation opportunity I want to unsubscribe 48© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  47. 47. A world without images Clear branding Clear message Could have been clearer about the CTA Clear action 49© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  48. 48. A world without images 50© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  49. 49. Generating buzz 51© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  50. 50. Recommendations 52 © 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  51. 51. Recommendations Improve the preheader Resize gracefully for different devices • Include a call to action Encouragetop left of thetablesimprove inbox placement • Use the engagement to • Don’t use fixed-width email • • Don’t information to reply to campaigns Stack repeat the subject line, using columns Allow subscribers rather than • complementrendering tool Add using a it Test whitelisting instructions • Try split tests to improve conversion • Send time sensitive campaigns • Encourage natural sharing / forwarding 53© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  52. 52. Thank you 54 © 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  53. 53. Panel discussionChris Combemale, executive director, DMAGuy Hanson, director, response consulting, Return PathDale Langley, senior consultant, deliverability consulting, ReturnPathSteve Butcher, deliverability manager, emedia #DMAemail
  54. 54. Closing comments from the chairChris Combemale, executive director, DMA #DMAemail
  55. 55. Thank you for attendingTo see a listing of upcoming events please visithttp://www.dma.org.uk/event-listing
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