5 Secrets to Better Inbox Deliverability
 

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

5 Secrets to Better Inbox Deliverability 5 Secrets to Better Inbox Deliverability Presentation Transcript

  • 5 Secrets to Better Inbox Deliverability DJ Waldow Digital Marketing Evangelist, Marketo Kiersti Esparza Email Delivery Strategy & Compliance Manager, Marketo © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Behind the (Magic) Curtain Email Deliverability Components Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • The 5 Secrets
  • 1. The List. The List. THE LIST. 2. Timely, Targeted, Valuable HUMAN Emails 3. Build and Earn TRUST 4. ENGAGEMENT matters 5. Sending INFRASTRUCTURE © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Email Deliverability Components Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • The List. The List. THE LIST. It starts with acquisition … Page 7 © 2013 Marketo, Inc. Email Deliverability Components Marketo Proprietary and Confidential
  • Pros Implicit Opt-In Cons • Low effort • No place for a subscriber to drop the ball • Quickly leads to a big list • Consumer has not asked to receive email communications • Lowest trust and engagement • May be illegal Explicit Opt-In • Consumer explicitly requests communications • No dropped balls • Time delay between subscribing and first message • Risk of spambots Explicit Opt-In • Provides opportunity to With engage and set expectations Welcome • If email bounces, you know to filter out that address • Less effort from subscriber may equal less engagement Double Opt-In • High engagement – they really • Subscriber may miss want your email confirmation email = lost subscribers • Filters out spambots • They want your email, asking again might annoy them Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • The List. The List. THE LIST. Then … how you maintain the list. Page 13 © 2013 Marketo, Inc. Email Deliverability Components Marketo Proprietary and Confidential
  • Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Timely, Targeted, Valuable HUMAN Emails Email Deliverability Components Marketing Automation! Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Timely, Targeted, Valuable HUMAN Emails Email Deliverability Components Know your target market. When are they checking email? Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Timely, Targeted, Valuable HUMAN Emails Email Deliverability Components What is the ideal emailing frequency? Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Timely, Targeted, Valuable HUMAN Emails Email Deliverability Components Don’t be afraid to have some fun with your emails! Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Build and Earn TRUST Email Deliverability Components Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Build and Earn TRUST What are they signing up for? Page 26 © 2013 Marketo, Inc. Email Deliverability Components Marketo Proprietary and Confidential
  • Build and Earn TRUST How often do they hear from you? Page 27 © 2013 Marketo, Inc. Email Deliverability Components Marketo Proprietary and Confidential
  • Build and Earn TRUST Don’t forget to say WELCOME! Page 28 © 2013 Marketo, Inc. Email Deliverability Components Marketo Proprietary and Confidential
  • Welcome To The Upworthiest. Turn On Your Images And Buckle Your Seatbelt Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Build and Earn TRUST Deliver a great user email experience Page 34 © 2013 Marketo, Inc. Email Deliverability Components Marketo Proprietary and Confidential
  • ENGAGEMENT matters Do your subscribers respond (open, click, convert) to your emails? Page 35 © 2013 Marketo, Inc. Email Deliverability Components Marketo Proprietary and Confidential
  • Sending INFRASTRUCTURE Email Deliverability Components Marketo handles this … so YOU don’t have to! Page 38 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • SPF DKIM DMARC © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Sending INFRASTRUCTURE Email Deliverability Components Shared vs. Dedicated IP Page 40 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • Dedicated IP
  • Shared IP Range
  • Sending INFRASTRUCTURE Email Deliverability Components ISP Relations Page 43 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • We’re in this TOGETHER
  • Question Time!