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So, you want to increase your deliverability rates. And you think you’re doing everything to make that happen: solid process, all of the components for a successful email campaign have been ...

So, you want to increase your deliverability rates. And you think you’re doing everything to make that happen: solid process, all of the components for a successful email campaign have been included, deployment timing is right. But for some reason, the numbers that you want to see for deliverability success are just not quite there. Well, we have the webinar for you! Join Rob Dyson, Pardot’s Technical Project Manager, as he takes us through the ins and outs of successful email deliverability.

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    Secrets to Inbox Success Secrets to Inbox Success Presentation Transcript

    • Secrets  to  Inbox  Success  Presented  by:    Rob  Dyson,  Technical  Project  Manager,  Pardot  LLC     1  
    • Can  You  Guess?   2  
    • Email  Deliverability  is  a  Pain  Pardot  provides:  • Easy  list  maintenance  • Bounce  and  spam  complaint  reporJng  • MulJ-­‐part  emails  (text  and  HTML)  • ThroOling  • Security  • AutomaJc  opt-­‐outs  • Helps  you  stay  CAN-­‐SPAM  compliant     3  
    • What  Else  Should  You  Do?    •  Concise  and  poignant  messages  •  AuthenJcaJon  •  Monitor  bounce  and  spam   complaint  rates  •  Know  about  CAN-­‐SPAM  •  Never  purchase  lists  •  OpJmize  your  content   to  avoid  spam  filters   4  
    • What  We re  StarJng  With   75%  Average  B-­‐to-­‐B  deliverability  rates   5  
    • We re  Working  Towards  100%  Average  B-­‐to-­‐B  deliverability  rates   6  
    • Beauty  in  Brevity  •  Get  to  the  point  and  stay  on  topic    •  People  do  not  read  long  emails    •  Coincidentally,  concise,  poignant  emails  are   people-­‐friendly  and  less  likely  to  get  marked  as  spam    •  Don’t  waste  the  recipient’s  Jme!   7  
    • Content  is  King  •  Crabing  good  content  usually  yields  high  deliverability    •  Concentrate  on  your  content  –  make  sure  you’re  giving   your  subscribers  well-­‐wriOen,  valuable  content    •  Many  readers  are  not  aware  of  the  difference  between   ‘spam’  and  email  they  forgot  they  signed  up  for    •  Marking  a  message  as  ‘spam’  hurts  your  deliverability   rates,  unsubscribes  do  not   8  
    • What  is  AuthenJcaJon?  •  Confirms  your  idenJty  as  a  sender  -­‐  email  providers   check  your  domain  or  IP  against  a  database  of  trusted   senders    •  Helps  prevent  phishing  and  spoofing    •  Protocols  differ  by  ISP,  see  our  knowledge  base  for   instrucJons  on  sefng  up  authenJcaJon  with  your  ISP     9  
    • Monitoring  Bounce  &  Complaint  Rates  •  Keep  your  hard  bounces  under  3%   and  spam  complaint  rate  under  0.1%    •  Hard  bounces  can  occur  when  an   email  address  is  invalid,  or  the   ISP/mail  provider  has  blocked  you  •  Sob  bounces,  which  can  occur  when   a  user’s  mailbox  is  full  or  when  the   mail  server  is  backed  up,  can  be   converted  to  a  hard  bounce   depending  on  provider  rules     10  
    • CAN-­‐SPAM  •  Law  that  sets  basic  rules  for  commercial  email    •  Common  sense,  including:  •  Don’t  use  misleading  header  info  •  Don’t  use  decepJve  subject  lines  •  Honor  opt-­‐out  requests  promptly    •  Penalty  for  violaJng,  rarely  enforced     11  
    • Reduce  Spam  Complaints  •  Use  confirmed  opt-­‐in  •  Don’t  take  permission  for  granted  •  Set  expectaJons,  stay  consistent  •  Remove  inacJve  subscribers     12  
    • Do  Not  Purchase  Spammy  Lists!  •  Spam  traps  •  Non-­‐existent  email  addresses  •  UnsuspecJng  recipients     13  
    • Spam  Traps  •  Spam  traps,  also  known  as   ‘honey  pots’  are  dummy   email  addresses  set  up  by   ISPs  to  detect  spammers.   The  only  way  you  can  run   into  issues  with  spam  traps   is  by  buying  a  bad  list.    •  According  to  Return  Path,   the  presence  of  just  one   spam  trap  can  drop  your   deliverability  raJng  by  up  to   53%     14  
    • Non-­‐Existent  Email  Addresses  •  Campaigns  with  high   numbers  of  non-­‐  existent   email  addresses  have  an   average  deliverability  rate   of  44%,  according  to   Return  Path    •  Over  10%  is  considered   high     15  
    • UnsuspecJng  Recipients  •  Unsolicited  emails  lead   to  higher  spam   complaint  rates,   because  users  click   “Report  as  Spam.”  •  Applies  to  inacJve   prospects.  Use   automaJon  rules  to   keep  your  prospect  lists   fresh.     16  
    • Spam  Filters  •  Spam  filters  on  the  recipient’s  end  automaJcally  check   your  email  for  suspicious  content    •  Server-­‐side:  Barracuda,  MessageLabs,  PosJni,   SpamAssassin  •  ISP  filters:  Gmail,Yahoo!  Mail,  Lycos,  Fastmail,   Mobile  Me     17  
    • Content  to  Avoid  •  Forms  •  Javascript  •  Flash   18  
    • OpJmizing  Your  Content   Typical  email  newsleOer.     Or  spammy  spam  spam?   19  
    • Spam  Rules  are  a  Pain!   •  Dear  xyz   •  Click  here   •  Toll-­‐free  number   •  ...for  only  $199   •  Click  below   20  
    • Basic  Spam  Rules  •  Subject  line  needs  to  reflect  message  •  DON’T  SHOUT!  •  High  text  to  image  raJo  •  Avoid  generic  sales  terms  (Free!  No  commitment!)  •  Include  contact  informaJon   21  
    • Basic  Spam  Rules   ARGH!   22  
    • Fear  Not.  •  Most  spam  rules  are  easy  to   comply  with  •  Compliance  is  not  all  or   nothing   23  
    • Mobile  •  In  the  first  half  of  2011,   email  opens  in  mobile  email   clients  increased  150%!    •  Same  spam  rules  apply.     24  
    • Resources  •  The  UlJmate  Email   Deliverability  Checklist  •  This  presentaJon  (link  will  be   sent  as  follow-­‐up  to  webinar)  •  PresentaJon  by  VP  of  Sales,   Derek  Grant,  enJtled  “Email   Deliverability  101”  on  the   Pardot  website  (under   Resources/Webinars)   25  
    • QuesJons   26  
    • Contact  InformaJon   Pardot  Robert  Dyson   950  East  Paces  Ferry  Rd  Technical  Project  Manager   Suite  3300  robert.dyson@pardot.com   Atlanta,  Georgia  30326  @rdyson  on  TwiOer       404.492.6848   877.3B2B.ROI   www.pardot.com   27