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The Path to the Inbox Part 2
 

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According to a recent Return Path study, in the second half of 2011, global inbox placement rates were at a record low - 76.5 percent. In other words, nearly a quarter of all commercial emails never ...

According to a recent Return Path study, in the second half of 2011, global inbox placement rates were at a record low - 76.5 percent. In other words, nearly a quarter of all commercial emails never arrived in the inbox. Yikes!

Here is the final part of a two-part webinar series on email deliverability presented by James Thompson of Infusionsoft, Tom Sather of Return Path, and DJ Waldow of Waldow Social.

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The Path to the Inbox Part 2 Presentation Transcript

  • 1. The Path to the Inbox PART II: September 19th, 2012
  • 2. Hosted by:
  • 3. Today’s Presenters James Thompson, Email Systems Manager at Infusionsoft Tom Sather, Sr. Director of Email Research at Return Path DJ Waldow, Founder & CEO of Waldow Social
  • 4. "The only all-in-one sales andmarketing built for small business.Infusionsoft helps you get morecustomers, grow revenue and getmore done in the time you have. "
  • 5. Return PathMaking Email Better on a Global ScaleOver a Decade of Email Expertise Leader in Email Sampling of our clients monitoring, deliverability, certification, and anti-phishing solutions 300+ dedicated Email professionals Offices in New York, Denver, San Francisco, London, Paris, Hamburg, Sydn ey, and Sao PaoloProven Data Infrastructure Over 2 billion inboxes comprise our certification program 26 million IPs scored daily Nearly 300 ESP partners globallyDelivering Measurable ROI Over 12 years of shaping and driving the Email ecosystem Serving over 2,000 leading brands across retail/eCommerce, publishing, social media and financial services sectors
  • 6. waldowSOCIAL
  • 7. In Case You Missed Part I
  • 8. Email is(not)Dead
  • 9. How many times have you…?
  • 10. 77% of consumers prefer email over anyother channel for permission-basedpromotional messages.
  • 11. 5 Steps…1. Sign up for all feedback loops2. Authenticate3. Segment and email your active subscribers4. Monitor5. Get certified
  • 12. Your Sender Reputation isBased on 5 Factors:1.Volume/Frequency2.Unknown Users3.Complaints4.Infrastructure5.Spam Traps
  • 13. What Volume and Frequency Means to YourReputation 80 70 60 50 high low 40 med zero 30 20 10 0
  • 14. Unknown Users
  • 15. Continuing where we left off...
  • 16. Your Sender Reputation isbased on 5 factors:1.Volume/Frequency2.Unknown Users3.Complaints4.Infrastructure5.Spam Traps
  • 17. Complaints MARK AS SPAM
  • 18. Complaints – Where to Find in Infusionsoft
  • 19. Complaints – Why it Matters. What’s a high complaint rate? When should I start to be concerned? Infusionsoft Complaint Rates & Deliverability Correlation January 2011 - Present
  • 20. Feedback Loops“A mechanism for ISPs and other mailboxproviders to funnel spam complaints from theircustomers back to the sender of the message.”(Return Path) Great article on Feedback Loops (Return Path)
  • 21. Feedback Loops Source: Wikipedia
  • 22. Your Sender Reputation isbased on 5 factors:1.Volume/Frequency2.Unknown Users3.Complaints4.Infrastructure5.Spam Traps
  • 23. Infrastructure
  • 24. Infrastructure ?????
  • 25. Your Sender Reputation isbased on 5 factors:1.Volume/Frequency2.Unknown Users3.Complaints4.Infrastructure5.Spam Traps
  • 26. Spam Traps“A spam trap is an email address that does notbelong to an actual person but still receivesunsolicited bulk / commercial email.” - Laura Atkins (read more)
  • 27. Spam Traps – Some QuestionsQ: If I have spam trap email addresses on mylist, does it mean I’m a spammer?Q: Where can I obtain a list of spam trap addresses?Q: What’s the best way to avoid getting spam trapaddresses on my email list?
  • 28. Spam Traps – How Did I Get One (Many)? The #1 reason you have spam traps addresses on your email list is: Poor list hygiene &/or maintenance.
  • 29. Spam Traps – How Did I Get One (Many)? Bots
  • 30. Spam Traps – How Did I Get One (Many)? Purchased Lists
  • 31. Spam Traps – How Did I Get One (Many)? Old/Inactive Addresses
  • 32. Spam Traps – How Do I Get Rid of Them? • Address the root cause first: how are you getting them on your list? • Confirm (double opt-in) all off-line collected recipients • Use CAPTCHA on opt-in web-forms to prevent against bot-submission • If it’s been greater than 90 days since your last email to a particular list or segment, it’s too late. • Win-back and reactivation campaign • Use email intelligence to monitor and pinpoint traps for removal • Do not buy, borrow, trade, unearth, inherit, or simply “find” inorganic email lists • Continually remove inactive and unengaged recipients
  • 33. Spam Traps – Why They Matter. • Spam Traps hurt your (and your ESP’s) email reputation • IP, rDNS and domain blacklistings • Affects your inbox vs. spam folder placement ratios • ESP may terminate your services • Domain-level blocks carry with you from ESP to ESP
  • 34. Sender Reputation is based onVolume/Frequency, UnknownUsers, Complaints, Infrastructure ,&Spam Traps #deliverability
  • 35. Authenticate! [Download Guide]
  • 36. Authenticate! ESPs read this stuff so you don’t have to!
  • 37. Set Up a Reverse DNS Definition: What a given IP address resolves to – it’s domain name Gmail gmail-smtp-in.l.google.com 173.194.76.27 Yahoo! mta5.am0.yahoodns.net 66.196.118.34 Hotmail mx1.hotmail.com 65.55.37.104
  • 38. Prevent Subscribers From Marking YourEmail as Spam Sendtimely, targeted, VALU ABLE emails
  • 39. Get Permission Before Mailing
  • 40. Get Permission Before Mailing
  • 41. Get Permission Before Mailing
  • 42. Get Permission Before Mailing
  • 43. Keep Complaint Rates Under .1%
  • 44. Keep Complaint Rates Under .1% To put that number into perspective … • A list of 1,000 can get 1 complaint. • A list of 10,000 can get 10 complaints. • A list of 100,000 can get 100 complaints.
  • 45. Remove Non-existent Email AddressesImmediately
  • 46. TARGET: Keep Unknown User Rates Under 2%
  • 47. TARGET: Keep Unknown User Rates Under 2% 1.Good senders have Unknown User rates less than 2%. 2.Bad things happen when Unknown User rates go above 5%
  • 48. Only email active, opt-in subscribers. Mailbox providers remove inactive accounts from sender reputation calculations to make measurements more accurate. Mailbox providers also employ individual-level engagement filtering to help with graymail:1. Messages read, then deleted 1. Semantics2. Messages deleted without being 2. Starred mail read 3. How it’s addressed3. Messages replied to 4. Importance
  • 49. Monitor Your Reputation Before Eachand Every Send Create a Sender Score Account (it‘s FREE)
  • 50. GOAL: Sender Score > 90
  • 51. If you do all of this…
  • 52. Inboxdelivery Opens Click- throughs $$ http://3.bp.blogspot.com/-5nRRB_F7F-Q/UBEONf2oC3I/AAAAAAAAAVs/2dxYM8OaNFo/s1600/click-through-rate.jpg
  • 53. Flickr: stollerdos
  • 54. Want to Know More AboutReturn Path?Call: 1-866-362 4577Website:http://www.returnpath.com/contact-usEmail: rpinfo@returnpath.com #SMRefs | @Infusionsoft
  • 55. DJ Waldow WaldowSocial.com @djwaldowwaldowsocial.com/email ar.gy/rebelsguide
  • 56. Want to Know More AboutInfusionsoft?Call: 866.800.0004 ext. 1Demo:Sales Team:www.infusionsoft.com/products/sales-teamsService Provider:www.infusionsoft.com/products/service-providersOnline Marketers:www.infusionsoft.com/products/online-marketers
  • 57. Questions?Tweet to @Infusionsoft, @returnpath and@djwaldow and include #Deliverability.