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Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
Deliverability for Daily Deals Industry
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Deliverability for Daily Deals Industry

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Presentation, Round Table & Workshop with Nimble Commerce Team and Clients in London 14th November. The industries impact on the email channel, Deliverability, Best Practices, combating list …

Presentation, Round Table & Workshop with Nimble Commerce Team and Clients in London 14th November. The industries impact on the email channel, Deliverability, Best Practices, combating list fatigue...

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  • I’ll start by introducing who Emailvision is. Emailvision is an Email Service Provider with nearly 700 employees globally. Emailvision provides solutions for ecommerce companies that enable them to develop more effective marketing strategies and in turn drive more revenue. Explain each tile.
  • Answer questions from the Q&A form.
  • Answer questions from the Q&A form.
  • Answer questions from the Q&A form.
  • Answer questions from the Q&A form.
  • Answer questions from the Q&A form.
  • Answer questions from the Q&A form.
  • Transcript

    • 1. Daily Deals Email Deliverability Rules of the RoadBest Practices for Daily Deal Industry Andrew Bonar, Deliverability Director @ Emailvision t: @andrewbonar
    • 2. CLIENTS USERS UPTIME MESSAGES CAMPAIGNSPER MONTH ACCEPTANCE PER MONTH
    • 3. Daily Deal Specialists
    • 4. Email Success: Reputation DELIVERABILITY
    • 5. Engagement New RulesOld best practices are nowthe new rulesSmarter mailboxes ensureyou must follow best practicefor maximum R.O.I
    • 6. European Deliverability Single Points of Failure Per Country Legislation More Complex Regulations Aggressive Use of Blacklists Internal ISP Blacklists Lack of Feedback Loops
    • 7. New in 2012 DMARC Authentication Domain Blacklists ReturnPath Much Stricter SpamHaus More Active
    • 8. What is Changing? Domain Based Reputation Smarter Inboxes Smarter Filters Mobile Device Usage IPv6 the Game Changer
    • 9. European Blacklists
    • 10. Gray MailLess than 15% of email is personal 1to1 communication Source: Hotmail
    • 11. Email How Much?
    • 12. Email How Relevant?50% of Recipients believe 50%or more of trusted email isirrelevant
    • 13. Gmail Clearing Clutter
    • 14. Hotmail A Fresh Look
    • 15. Hotmail The Clean Sweep
    • 16. The Bulk Folder Europe View
    • 17. Identify Challenges REPORTING
    • 18. Reporting – Analyze Trends Campaign Analytics • Measure the behaviour of different target groups • Analyze detailed reports on each element within a campaign • View response trends and measure campaign ROI to support decision making
    • 19. Identify, Track & Report: Key KPI’s Acceptance Rate: 99.64% Response Opens: 18% • Automate your reporting and tracking • Automate the distribution of reports
    • 20. Identify Delivery Challenges Vital Weapon: Per ISP Open Rates
    • 21. Email Success: Segmentation SEGMENTATION
    • 22. Targeting & Segmentation● Profile customers  Demographics  Purchase behaviour● Rank customer by value● Identify core segments  RFM  Product preference  Lifecycle stage  Channel preference● Create selections for campaigns● Turn insight into action
    • 23. Segmentation Venn Diagrams • Visual representation of data • Overlapping segments identify customer behaviour and insight • Use any quadrant as a target group for campaigning, or for further segmentation
    • 24. Relevance Remember MobileMobile Usage continues toincreaseSmart Phones and Tabletscontinue to disrupt emailprograms
    • 25. Mobile Usage Typically 19-29% or more of email is opened on a mobile device Source: Personal Experience
    • 26. Europe Email on Mobile Source: eCircle via EmailMonday
    • 27. Reactivity Opens & Clicks
    • 28. Open and click ratesWhat influences the open rate?the mail specifications (timing, frequency oftransmission...)the recipient’s and the situation’s characteristicsRelevance of subject lineWhat influences the click through rate?The relevancy of the contentThe document’s readability
    • 29. Reactivity by Category
    • 30. Weekdays Reactivity● Define the ideal day to send your emails is simply by asking your recipients and by testing.● Based on the results here, you should send your emails during the week.
    • 31. Daytime ReactivityBased on the resultshere, you should sendemails before 9:00 AM
    • 32. Email Best Practices & Tips Engagement
    • 33. The Subject LineThe Brand is always in the subject. The common points are Sale - Brand - Opening of the sale Subjects between 30 and 70 characters. Personalisation is rarely usedTIPSIncentives (discount, special deals…) can increase the customer’s interest and therefore his likeliness to open it.The subject must be relevant and clear enough to easily identify the type and the origin of the messageThe more personalised is your content, the more effective your communication will be. If any doubt, test, test and test!!
    • 34. One on One Communications Send emails for significant events Recipients Birthday Anniversary of Past Purchase Spouse/Partners Birthday Birthdays, Anniversaries, etc. of significant others TIPS Ask for as much detail as feasible Don’t ask for information you will not use Make the subscriber aware of the benefits
    • 35. Length of the Subject LinePut the most important information firstKeep the subject line as short as possibleUse longer subject lines only if necessaryWhen in doubt, test!
    • 36. Transactional & Notification Emails If used properly transactional email is one of the most powerful forms of email marketing available to the marketer today. Transaction emails have very high open rates in comparison with traditional marketing messages. A customer appreciates to know when his purchase will arrive, so he will open the shipping notification message. The benefit to the marketer is that these messages are not just opened, but also read and saved for future reference. This provides the email marketer the opportunity to add marketing content to these high open rate messages in an intelligent way.
    • 37. Email Success: Recap THE HIGHLIGHTS
    • 38. OLD vs NewEmail Marketing 1.0 Email Marketing 2.0IP Reputation Domain ReputationPermission TrustPersonalisation SegmentationInbox Placement Multi-Device CompatibilityHeuristic Filters User Engagement
    • 39. Permission & Relevancy• Gain Permission • Clear and Unambiguous • Confirm Permission • Manage Expectations • Be Clear on Benefits • Deliver consistently
    • 40. Suscribing: a Simple Process Subscribe No fancy tricks, clear simple signup forms Confirm Confirm the email address of recipient Welcome Initial Welcome Email Nurture Nurture the relationship
    • 41. 3 Dangers to AvoidPoorly Designed Complex/Broken Poor ListEmail Signup Unsubscribe ManagementProcess Process PracticesSimple, clear, Do not make it Unsubscribeconcise, manage hard, drive them soft/hardexpectations to other bounces, re-engage channels or remove the inactiveBONUS TIP: Beware Affiliate Danger
    • 42. Domain ReputationInterdependent Email marketing results are interdependent on what is Brand Email happening in Reputation Marketing other online channels and to Results some degree your offline behavior too IP Reputation
    • 43. Earn Trust: Engage & NurtureMaximise your ROI by tailoring youremail strategy to the changes ahead
    • 44. Peter Webster – Partner Manager pwebster@emailvision.comFrank Goldberg – Sales Team Leader fgoldberg@emailvision.comAndrew Bonarabonar@emailvision.comt: @andrewbonar

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