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Agenda What determines inbox delivery – Authentication – Reputation – Spam Score Email Delivery Clinic – Diagnosing live emails and their problems Q&A
Is Email Delivery Important?
Is Email Delivery Important? Better delivery = Better opens & views● More opens = More clicks● More clicks = More conversions● Better delivery = Better ROI
State of Email DeliveryReturn Path saysAveragely 76.5% mails get delivered1 in 4 do not deliver
What determines inbox delivery?
Delivery Depends onA score (Spam Score) that is computed based on● Reputation ● Sending server IP reputation ● Sending domain reputation ● Your sender repute with ISP (Gmail, Yahoo etc)● Authentication of your sending IP● Content & Engagement ● Subject and content ● Subscriber behavior with your emails
Quick Poll Qs. IP Reputation in Email Marketing ● Measures Intellectual Property owned by a brand ● Measures Intellectual Property violations of the brand ● Measures the Spammy-ness of the sending server
IP ReputationSending Server IP Reputation depends onfactors like ● Blacklists ● Number of bounces you receive ● Spam Traps
IP Score ● Some Systems compute a score based on various parameters and determine email delivery.
Get your IPs right● Shared IP ● For low volume, roughly less than 30,000 per month ● Delivery may be affected by others activities● Dedicated ● For higher-volumes ● Pricier ● Full control on your reputation● Make a decision on your volume/frequency
How does domain matter?● Mass-mailing comes with its risks● Mailing domain reputation may affect your regular mails● Create a new domain for email marketing ● sub.domain.com, eg, comm.juvlon.com● Insulate your parent domain reputation from your email marketing domain
Your reputation with the ISP● ISPs monitor spam/junk complaints from their account holders● ISPs do not disclose your sender repute
Understanding AuthenticationWho are the emails from?
AuthenticationISPs Want To Know● Who has sent the email● Was that server authorized to send the mail?
Who sent the mail? Sender = firstname.lastname@example.org Sending Server = jvln.net
Email Authentication ● Email Authentication is most important factor in Email Delivery. ● If Email Auth fails the email will mostly never be delivered
Sender Policy Framework SPF● SPF prevents your brand getting spoofed● SPF record in DNS of Brand.com● Lists servers authorized to send email on behalf of Brand.com
Quick Poll Qs. Are your emails SPF compliant? ● Yes, they are ● No, they are not ● I dont know
Published Standards For Authentication Formed and followed by Industry Leaders.
Is your email content a problem?Understanding Spam and Engagement
How does your content fare?● Balance emails with text and images● Your HTML code should be error free● Free and discount are not taboo words Some company spam filters dont think so● Free online spam checkers ● Emailspamtest.com ● Isnotspam.com
Spam Complaints“This is Spam” has become a shortcut
What ISPs SayWindows Live Hotmail: “If as little as 1% of your customers complain, the inability tocommunicate with your entire customer base may be the endresult”Yahoo Postmaster:“One of our strongest tools is our users feedback, i.e. the messagesusers mark as "Spam" and "Not Spam."
Engagement of emails● ISPs track user interaction with your emails ● Opens, Clicks ● Replies● Besides opens and clicks, elicit replies● Subscriber engagement plays a key role● ISPs track users non-interaction also● Non-engaged subscribers harm your reputation
So what should you do?● Decide on dedicated or shared sending● Separate your email marketing domain● Get your SPF in order● Encourage your audience to reply, click
Live Clinic● Screenshots of emails● Live analysis of whats right and not so right
Full Image Emails
● Sender IBM but notfrom IBM● Via● Offer● Limited period
Segmenting & Targeting Email one day after ordering Marathi books online.