The Path to the Inbox       PART I: September 5th, 2012
Hosted by:
Today’s Presenters   James Thompson, Email Systems Manager at   Infusionsoft   Tom Sather, Sr. Director of Email Research ...
"The only all-in-one sales andmarketing built for small business.Infusionsoft helps you get morecustomers, grow revenue an...
Return PathMaking Email Better on a Global ScaleOver a Decade of Email Expertise Leader in Email                         ...
waldowSOCIAL
Email  is(not)Dead
In 2011, email marketingreturned $40.56 for everydollar spent.Compare this to:• Search: $22.24• Internet ads: $19.72• Mobi...
77% of consumers prefer email over anyother channel for permission-basedpromotional messages.
How many times have you…?
#1 Most Important Part of anEmail Marketing CampaignAssuming you have a list ….        Tweet your answer using #deliverabi...
Sender Score   Inbox Rate< 50           35%51 – 60        30%61 – 70        36%71 – 80        41%81 – 90        61%> 91   ...
• Mailbox Monitor   – Provides detailed information on a per-ISP basis      • Inbox, bulk folder or missing email analysis...
Use free tools like@ReturnPath’s Sender Scoreto identify how healthy yoursending IP address is#deliverability
Brand New IP Address(No history, no reputation)
Warm IP Address(History, reputation)
What Volume and Frequency Means to YourReputation 80 70 60 50                                          high               ...
Typically takes 30 days (not years)  to warm up a new IP Address             (Phew)
5 Steps…1. Sign up for all   feedback loops2. Authenticate3. Segment and   email your active   subscribers4. Monitor5. Get...
Warming up Case Study: HowTotal Beauty Did It  http://www.returnpath.net/resources/casestudies/totalbeauty/
Sending from a “warm” IPaddress vs. a brand newone ensures better emailinbox placement#deliverability
Your Sender Reputation isBased on 5 Factors:1.Volume/Frequency2.Unknown Users3.Complaints4.Infrastructure5.Spam Traps
Flickr: The Pizza House
Volume/Frequency Unknown Users    Complaints  Infrastructure    Spam Traps
YOU control 4 of the 5:1.   Volume/Frequency2.   Unknown Users3.   Complaints4.   Spam Traps
ESPs control    only 1:Infrastructure
Your Sender Reputation isbased on 5 factors:1.Volume/Frequency2.Unknown Users3.Complaints4.Infrastructure5.Spam Traps
Your Sender Reputation isBased on 5 Factors:1.Volume/Frequency2.Unknown Users3.Complaints4.Infrastructure5.Spam Traps
Unknown Users“Bounce error code      “An unknown user or nogenerated by an ISP     such user or invalid                   ...
Unknown Users     Tom/James: Any other good screenshots here?
Unknown Users
Unknown Users
Unknown Users – Why it matters.Issues:                         This client fell victim to an issue                        ...
The end.
Just kidding.Stay tuned for Part II of this 2-partwebinar series onWednesday, September 19 at 10 AM
Want to Know More AboutReturn Path?Call: 1-866-362 4577,Website:http://www.returnpath.net/contact/Email: rpinfo@returnpath...
DJ Waldow WaldowSocial.com @djwaldowwaldowsocial.com/email   ar.gy/rebelsguide
Want to Know More AboutInfusionsoft?Call: 866.800.0004 ext. 1Demo:Sales Team:www.infusionsoft.com/products/sales-teamsServ...
Questions?Tweet to @Infusionsoft, @returnpath and@djwaldow and include #Deliverability.
The Path to the Inbox Part 1
The Path to the Inbox Part 1
The Path to the Inbox Part 1
The Path to the Inbox Part 1
The Path to the Inbox Part 1
The Path to the Inbox Part 1
The Path to the Inbox Part 1
The Path to the Inbox Part 1
The Path to the Inbox Part 1
The Path to the Inbox Part 1
The Path to the Inbox Part 1
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The Path to the Inbox Part 1

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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 arrived in the inbox. Yikes!

Here is part one 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.

Check out the line recording here:

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The Path to the Inbox Part 1

  1. 1. The Path to the Inbox PART I: September 5th, 2012
  2. 2. Hosted by:
  3. 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. 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. 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. 6. waldowSOCIAL
  7. 7. Email is(not)Dead
  8. 8. In 2011, email marketingreturned $40.56 for everydollar spent.Compare this to:• Search: $22.24• Internet ads: $19.72• Mobile: $10.51• Catalogs: $7.30 Source: Ken Magill & the DMA
  9. 9. 77% of consumers prefer email over anyother channel for permission-basedpromotional messages.
  10. 10. How many times have you…?
  11. 11. #1 Most Important Part of anEmail Marketing CampaignAssuming you have a list …. Tweet your answer using #deliverability
  12. 12. Sender Score Inbox Rate< 50 35%51 – 60 30%61 – 70 36%71 – 80 41%81 – 90 61%> 91 80%Sender Score Inbox Rate< 50 47%51 – 60 52%61 – 70 56%71 – 80 62 %81 – 90 80%> 91 90%Sender Score Inbox Rate< 50 26%51 – 60 30%61 – 70 32%71 – 80 39%81 – 90 62%> 91 81%
  13. 13. • Mailbox Monitor – Provides detailed information on a per-ISP basis • Inbox, bulk folder or missing email analysis – Great indicator for potential blacklistings and spam folder issues• Campaign Preview – An entire suite of email content and rendering tools• Reputation Monitor • Blacklisting alerts, with helpful links and information
  14. 14. Use free tools like@ReturnPath’s Sender Scoreto identify how healthy yoursending IP address is#deliverability
  15. 15. Brand New IP Address(No history, no reputation)
  16. 16. Warm IP Address(History, reputation)
  17. 17. What Volume and Frequency Means to YourReputation 80 70 60 50 high low 40 med zero 30 20 10 0
  18. 18. Typically takes 30 days (not years) to warm up a new IP Address (Phew)
  19. 19. 5 Steps…1. Sign up for all feedback loops2. Authenticate3. Segment and email your active subscribers4. Monitor5. Get certified
  20. 20. Warming up Case Study: HowTotal Beauty Did It http://www.returnpath.net/resources/casestudies/totalbeauty/
  21. 21. Sending from a “warm” IPaddress vs. a brand newone ensures better emailinbox placement#deliverability
  22. 22. Your Sender Reputation isBased on 5 Factors:1.Volume/Frequency2.Unknown Users3.Complaints4.Infrastructure5.Spam Traps
  23. 23. Flickr: The Pizza House
  24. 24. Volume/Frequency Unknown Users Complaints Infrastructure Spam Traps
  25. 25. YOU control 4 of the 5:1. Volume/Frequency2. Unknown Users3. Complaints4. Spam Traps
  26. 26. ESPs control only 1:Infrastructure
  27. 27. Your Sender Reputation isbased on 5 factors:1.Volume/Frequency2.Unknown Users3.Complaints4.Infrastructure5.Spam Traps
  28. 28. Your Sender Reputation isBased on 5 Factors:1.Volume/Frequency2.Unknown Users3.Complaints4.Infrastructure5.Spam Traps
  29. 29. Unknown Users“Bounce error code “An unknown user or nogenerated by an ISP such user or invalid address is usually a 550when an email 5.1.1 error message thataddress is not will appear in your smtp logsregistered in its however, not all ISPs use the 5.1.1 extended replysystem.” (StrongMail) code, and not all 550 replies refer to unknown users. It is often necessary to review the text accompanying that SMTP reply to be certain of its meaning. (Return Path)
  30. 30. Unknown Users Tom/James: Any other good screenshots here?
  31. 31. Unknown Users
  32. 32. Unknown Users
  33. 33. Unknown Users – Why it matters.Issues: This client fell victim to an issue with what is called “web-form• Web form scripting abuse scripting”. They had a malicious• Lack of email confirmation individual write a program/script to automat bogus web form• High complaint rates submissions. Couple this withResolution: the lack of email confirmation and this customer found• Provided IP information to themselves in a very tough prevent against further situation. Not only were they email abuse sending to Unknown Users, they were also sending to legitimate• Implemented a consistent email addresses that had never email confirmation signed up but were submitted (aka, double opt-in) model via this automated scripting for all new recipients method. This triggered entering into the database excessively high complaint rates.
  34. 34. The end.
  35. 35. Just kidding.Stay tuned for Part II of this 2-partwebinar series onWednesday, September 19 at 10 AM
  36. 36. Want to Know More AboutReturn Path?Call: 1-866-362 4577,Website:http://www.returnpath.net/contact/Email: rpinfo@returnpath.net. #SMRefs | @Infusionsoft
  37. 37. DJ Waldow WaldowSocial.com @djwaldowwaldowsocial.com/email ar.gy/rebelsguide
  38. 38. 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
  39. 39. Questions?Tweet to @Infusionsoft, @returnpath and@djwaldow and include #Deliverability.

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