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5 Secrets to Better Inbox Deliverability

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You can have the best subject line, the most creative copy, a killer call to action, and an amazing offer, but if your emails don’t get delivered – to the inbox – none of that matters. …

You can have the best subject line, the most creative copy, a killer call to action, and an amazing offer, but if your emails don’t get delivered – to the inbox – none of that matters.

Check out this presentation to discover:

• Basic email deliverability best practices
• The pieces of a complete email infrastructure, including authentication and shared vs. dedicated IP addresses
• How to get and keep a positive reputation with your database
•...and much more!

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  • This really is the power of Marketo. With the tool of Marketing Automation you are able to target your leads and customers based on geography, time, job role, level of activity with your website.
  • The time that a recipient checks an email could be different by segment of Content Type (newsletter, reminder, alert)
  • The same practices that maintain your sender reputation – well segmented lists, authentication, active brand protection – can help prevent poor engagement from undermining your deliverability and campaign performance. But you might want to step it up. The bar has really been raised and marketers who are squeaking by with high-volume, low-response programs are going to start to lose out, at least with Yahoo.
  • Last Summer (2012)a number of high volume senders saw their inbox delivery rates drop slightly at Yahoo and after researching this Yahoo reported that poor user response was a cause of bulking. More recently, Yahoo got some bad press with it’s customer facing mail changes but Yahoo has been continuing to make back end changes thatimproves its ability to analyze behavior to determine what users want delivered to their inboxes. Some senders -- even responsible mailers -- may face deliverability challenges if they aren’t paying attention to who in their list is engaged and who has gone dormant.Yahoo is definitely not alone in their growing use of Engagement metrics. Microsoft has long incorporated Hotmail (now Outlook.com) user response (Junk/Not Junk, Opens/Delete No Open) in its filtering; Gmail prioritizes email with high engagement into the Primary Inbox. I was at a conference in October where Gmail, Comcast, Outlook.com and AOL sat on a panel and all confirmed that they were continuing to work on email filtering mechanisms based on recipient engagement.As top ISPs compete for customers, improving their inbox experience will continue to be a primary focus.
  • Blacklist and internal monitoring
  • Blacklist and internal monitoring
  • Blacklist and internal monitoring
  • Blacklist and internal monitoring
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