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Email Deliverability Workshop: Beyond the Basics

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This workshop on email deliverability was originally presented at the Marketing Sherpa Email Summit 2014 in Las Vegas. The workshop covered the multiple points of failure that cause emails to end up …

This workshop on email deliverability was originally presented at the Marketing Sherpa Email Summit 2014 in Las Vegas. The workshop covered the multiple points of failure that cause emails to end up in the spam folder.

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  • 1. Email Deliverability: Beyond the Basics Marketing Sherpa Email Summit February 17, 2014
  • 2. About Return Path Return Path is the worldwide leader in email intelligence. Our solutions help you connect with customers, engage your target market and protect your brand.
  • 3. Your Instructors Julia Peavy Tonya Mitchell Director, Response Consulting Return Path, Inc. Senior Consultant, Deliverability Return Path, Inc.
  • 4. Training Goals • Provide an overview of the email ecosystem and all major points of email intelligence failure • Highlight the most important email effectiveness factors you can impact • Review best practices that you can implement to produce the biggest return on investment
  • 5. Agenda • Email Trends • Email Delivery – What could go wrong? • Where do I focus my efforts? – Email Fundamentals – Reputation – Content & Rendering – List Quality & Segmentation – Complaints – Spoofing & Phishing Awareness – ISP Filtering – Engagement & The Competition • Q&A
  • 6. Email Trends How does your email program compare?
  • 7. Email by the Numbers for 2014 2.4 billion Email users worldwide 166 billion Emails sent per day worldwide 4.9 billion Email mailboxes worldwide Source: http://www.radicati.com/wp/wp-content/uploads/2012/04/EmailStatistics-Report-2012-2016-Executive-Summary.pdf
  • 8. Email is the Preferred Channel 77% of consumers said the best way to receive promotional messages is via email Source: ExactTarget “2012 Channel Preference Survey”
  • 9. Where Do People Read Email? Mobile 51% Desktop 27% Webmail 22% Source: Return Path December 2013
  • 10. Deliverability Tactics Which of the following tactics is your organization using to improve email deliverability? Provide an easy unsubscribe Process Measure and Remove Hard Bounces Clean Lists Regularly Remove Inactive Subscribers Maintain an Opt-in Only Subscriber List Evaluate soft bounces Request to be whitelisted Authenticate Sender ID, SPF or DKIM Monitor Inbox Placement Rate Launch Reactivation Campaign Learn Reputation Score Sign up for Feedback Loops Subscriber to a blacklist marketing service Send Repermission Campaigns Seek Certification Don't know/ Not applicable Other 7% 7% 2% 22% 21% 19% 17% 15% 13% 11% 12% 27% 41% 39% 39% 51% Source: 2013 MarketingSherpa Email Marketing Benchmark Survey 62%
  • 11. 22% of Opt-in Messages Don’t Make it to the Inbox Source: Return Path Email Intelligence Report Placement Benchmarks, 1H 2013
  • 12. 67 Points of Failure It’s more complex than you thought!
  • 13. Reputation ISP criteria IP history Whitelist Blacklist Shared IP Spammers Email Delivery: What could go wrong? Blocking & Missing ISP firewalls Unknown user rate Spam Authentication SPF DKIM DMARC Bouncing Unknown address Undeliverable Mailbox full Auto reply Security Spoofing Phishing SENT ISPs (+) Engagement DELIVERED Subscribers Senders Content List Text Signup Images Permission Text-Image ratio Welcome Links Data sources Offers Unknown Users Call to Action Spam traps A/B Testing Segmenting Spam words Aging Spelling Errors Hygiene Responsive design Spam laws Infrastructure MTA IP Address DNS Delivery Plan Cadence Frequency Volume Filtering Classification Automatic Personal Graymail JUNK INBOX Competition Similar offers Social updates Notifications Changing interests Reads Opens Clicks Shares Priority Inbox SRD Data TINS Rendering Tagging Images on HTML errors Email clients Mobile devices (–) Engagement Ignore/Delete Unsubscribe Complaints SRD Data Feedback loops
  • 14. Reputation ISP criteria IP history Whitelist Blacklist Shared IP Spammers Email Delivery: ESP & IT’s Responsibility Blocking & Missing ISP firewalls Unknown user rate Spam Authentication SPF DKIM DMARC Bouncing Unknown address Undeliverable Mailbox full Auto reply Security Spoofing Phishing SENT ISPs (+) Engagement DELIVERED Subscribers Senders Content List Text Signup Images Permission Text-Image ratio Welcome Links Data sources Offers Unknown Users Call to Action Spam traps A/B Testing Segmenting Spam words Aging Spelling Errors Hygiene Responsive design Spam laws Infrastructure MTA IP Address DNS Delivery Plan Cadence Frequency Volume Filtering Classification Automatic Personal Graymail JUNK INBOX Competition Similar offers Social updates Notifications Changing interests Reads Opens Clicks Shares Priority Inbox SRD Data TINS Rendering Tagging Images on HTML errors Email clients Mobile devices (–) Engagement Ignore/Delete Unsubscribe Complaints SRD Data Feedback loops
  • 15. Reputation ISP criteria IP history Whitelist Blacklist Shared IP Spammers Email Delivery: Marketer’s Responsibility Blocking & Missing ISP firewalls Unknown user rate Spam Authentication SPF DKIM DMARC Bouncing Unknown address Undeliverable Mailbox full Auto reply Security Spoofing Phishing SENT ISPs (+) Engagement DELIVERED Subscribers Senders Content List Text Signup Images Permission Text-Image ratio Welcome Links Data sources Offers Unknown Users Call to Action Spam traps A/B Testing Segmenting Spam words Aging Spelling Errors Hygiene Responsive design Spam laws Infrastructure MTA IP Address DNS Delivery Plan Cadence Frequency Volume Filtering Classification Automatic Personal Graymail JUNK INBOX Competition Similar offers Social updates Notifications Changing interests Reads Opens Clicks Shares Priority Inbox SRD Data TINS Rendering Tagging Images on HTML errors Email clients Mobile devices (–) Engagement Ignore/Delete Unsubscribe Complaints SRD Data Feedback loops
  • 16. Email Deliverability Factors
  • 17. Email Fundamentals A few basics before we dive into the detail
  • 18. Email Fundamentals Summary • Deliverability and Response • Email Program Goals and Objectives • Importance of Obtaining Permission • List Sources • Sending a Welcome Message
  • 19. Deliverability and Response • Deliverability = Email that reaches the intended recipients inbox. • Response = How the recipient interacts with the email once received. • 2 different concepts intertwined to maximize ROI
  • 20. Email Program Goals and Objectives • Know your program goals • Know how each campaign will help meet your program goals • Define your target audience • Determine your success metrics • Learn from each campaign • Adapt and improve
  • 21. Obtaining Permission • Permission is obtaining consent from your subscribers to receive your email • Permission-based email programs have higher response and better deliverability • Subscribers that expect and want to receive your emails will be more engaged with your email program • Permission is not forever
  • 22. List Sources • Organic = Email addresses collected by you • Third Party = Email addresses collected by another entity (co-reg, affiliate, list rental, append, etc.)
  • 23. List Sources Best Practices: • Utilize Organic lists when possible • Deploy Organic and Third Party lists from separate IPs Third Party: • List owner should deploy initial message • Ensure branding identifies the Third Party list owner • Clearly communicate your relationship • Include a clear call to action • Make it easy to unsubscribe • Monitor response and complaints from each list source
  • 24. The Welcome Message The Facts: • Usually has higher open rates • Manages the new customer experience • Helps protect your list quality • Sets customer expectations • Promotes the value of receiving your emails
  • 25. The Welcome Message Best Practices: • Send the welcome message from a dedicated IP immediately • Set email program expectations and value of receiving your emails • Use recognizable “Friendly From” and branding • Include instructions to add to address book • Provide a link to update preferences and unsubscribe • Provide links to social networks, the website, and to the privacy policy
  • 26. Welcome Clear branding Add to Address Book Instructions Thank you and welcome Benefits of receiving emails from Lego Balance of images and text and the use of html text button
  • 27. Sender Reputation You, not your ESP are responsible for your IP and domain reputation
  • 28. Sender Reputation Summary • Sender Reputation = Indication of whether or not you are a good sender based on the email you send, who you send it to and how those people respond to it. • Industry facts about Sender Reputation • What impacts your Sender Reputation • How to monitor your Sender Reputation
  • 29. FACT - 1 in 5 Emails Never Reaches the Inbox! Spam? Blocked?
  • 30. Your Sender REPUTATION! • Your personal behavior impacts your reputation with your colleagues • Sender Reputation is based on your email sending behavior and can change with each email you deploy • YOU control your Sender Reputation – not your ESP or the Mailbox Providers I’m a rock star. This guy can’t get anything done.
  • 31. Reputation By the Numbers • 83% of the time your overall Reputation impacts your ability to reach the inbox – 77% = IP Reputation – 6% = Domain Reputation • 17% Content
  • 32. What impacts your Reputation? • EVERY email campaign deployed from your IP/Domain • Did you deploy from a solid Infrastructure? • Who received the email? – Poor Data – Targeted • How did the recipients respond? – Complaints – Engagement • How did the Mailbox Providers respond? – Filtered – Rejected – Blacklisted
  • 33. Monitor Your Reputation
  • 34. High SenderScore = High IPR Source: Return Path 2012 Sender Score Benchmark Report
  • 35. Top ISP Breakdown Source: Return Path 2012 Sender Score Benchmark Report
  • 36. Content & Rendering A lot of money and time is spent here …but is it worth it?
  • 37. Email Content and Rendering Summary • Focus on the “From Name” • Optimize the “Subject Line” • Importance of Clean Content • Pay Attention to Rendering • Be Compliant
  • 38. The From Name The Facts: • Key factor in open rates • Helps with brand recognition • The “Friendly from” is an opportunity to promote your brand • Transactional messages can benefit from the “friendly from” name In the inbox “Friendly From” name
  • 39. The From Name Best Practices: • • • • • • Be consistent Keep it short Accept and monitor replies Don’t use “do not reply” emails or use a person’s name Utilize the “friendly from” name Test before changing the “friendly from” name
  • 40. The Subject Line The Facts: • More impressions than any other creative element of the email • Subject line and from name drive opens • Truncation can start to occur at 27 characters • Growth of mobile devices increases importance of clarity • Subject line keywords alone are not likely to trigger spam filters
  • 41. The Subject Line Best Practices: • Don’t use spam-like practices (all caps all the time, lots of punctuation, excessive repetition) • But, don’t shy away from words like ‘free,’ ‘now,’ or strategic use of capitalization • Frontload important content • Target 55 characters or less • Use keywords and numbers • Keep subject lines fresh and varied • Test, test, test!
  • 42. Sample Subject Line Tests Sample Subject Line Tests Length of subject line Tone (formal vs. playful) Direct vs. Hinting Offer/discount (aggressive, limited duration, exclusive) Format (question vs. statement) Inclusion/exclusion (i.e. price) Keywords Personalization Symbols
  • 43. The Four C’s From Lines: Clear & Consistent Subject Lines: Concise & Compelling
  • 44. Importance of Clean Content What’s Important: • No Broken Links • Links with Positive Reputation • No HTML or Spelling Errors • Limited “spam words”
  • 45. Image to Text Ratio? • According to Spam Assassin a little text and lots of images is bad • But Return Path data shows that deliverability is not correlated with text/image ratio HTML Text to Image Ratio Ratio b/t 0 and .002 Ratio b/t .002 and .004 Ratio b/t .004 and .006 Ratio b/t .006 and .008 SpamAssassin Score Average Inbox Placement Rate 2.199 87% 2.089 86% .001 86% .001 83%
  • 46. Content Rendering The Facts: • Users are viewing emails on a variety of devices • Emails that don’t render well are more likely to be considered spam • There are no mobile standards • Subject lines and pre-header text are even more important • Fingers don’t make accurate cursors • The screens are smaller and attention spans are shorter
  • 47. Content Rendering
  • 48. Mobile Rendering What is the % of consumers who said they delete a mobile email that doesn’t look good? 80% Source: 2013 BlueHornet Consumer View of Email Report
  • 49. Responsive Design Responsive design = An approach to web page and email creation that makes use of flexible layouts, flexible images and cascading style sheet media queries (@media). Goal = To build emails that detect the visitor’s screen size and orientation and change the layout accordingly.
  • 50. Responsive Design
  • 51. CAN-SPAM • CAN-SPAM stands for Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003 • The CAN-SPAM Act of 2003 was signed into law to establish the first set of national standards for sending commercial email and is enforced by the Federal Trade Commission.
  • 52. Key Compliance Terms • Commercial email = Advertises or promotes a commercial product or service, including content on a website operated for a commercial purpose • Transactional email = Facilitates an already agreed-upon transaction or updates a customer about an ongoing transaction
  • 53. CAN-SPAM • Prohibits false or misleading subject lines in email communications • Distinguishes between “transactional” and “commercial” emails • Requires commercial emails to be identified as advertisement • Requires a functional opt-out mechanism - available for at least 30 days post send • Requires companies to honor opt-out request within 10 business days of the request • Requires listing the physical address of sender • Provides for penalties for non-compliance (up to $16,000/per email address)
  • 54. CAN-SPAM How much are the potential penalties if you send a non-compliant CAN-SPAM email to a list of 50,000 emails? $800M
  • 55. International Email Laws • Existence, detail and enforcement of privacy law in countries around the world vary dramatically – CASL (Canada) – European Directive (European Union) – Asia-Pacific Privacy Framework (APEC)
  • 56. List Quality & Segmentation It’s the most important aspect of your email program but typically the most neglected
  • 57. List Quality & Segmentation Summary • 3 types of addresses you DON’T want on your file • Negative impact of poor data on your email program • Importance of Segmentation • Managing Inactives
  • 58. #1 Unknown Users The Facts: • Unknown User = Email address that has been abandoned and is no longer is use • Mailbox Providers tell you when you hit an Unknown User via a message they return (bounce code) • Remove Unknown Users immediately • Indicator of poor data practices • Risk of being Blacklisted
  • 59. Key Metrics • Unknown User Rate = Percentage of email addresses sent that do not exist and are undeliverable GOAL: <2%
  • 60. Reputation Impact
  • 61. #2 Spam Traps The Facts: • Spam Trap = Addresses created to identify poor data practices • 2 Types – Recycled – Pristine • Risk of being Blacklisted • Aged or Inactive data is primary source of traps
  • 62. Key Metrics • Spam Traps = How many decoy accounts that exist on your email database GOAL: 0
  • 63. Reputation Impact
  • 64. #3 Inactive Recipients The Facts: • Active = Email recipients who regularly open, click, convert on emails received • Inactive = Email recipients who have not taken any action on emails received for some time - often the source of complaints or spam traps
  • 65. List Quality Best Practices: • • • • • • Quarantine new data – send a Welcome Message Make it easy for customers to update their information Send to permission-based lists Email your list regularly Consider utilizing an email list hygiene vendor Monitor the age and activity of your data – re-engage and/or remove inactives
  • 66. Segmentation
  • 67. Segmentation The Facts: • Your subscribers are not homogeneous • Subscribers behave differently at different points of the lifecycle within every email program • Segmentation helps break a large file into more manageable chunks • Segmentation makes analyzing campaign performance, targeting specific content, and increasing customer engagement easier
  • 68. Segmentation Best Practices: • First group subscribers by recency of action (e.g., purchase date) or length of time on the file • Further identify subscriber groups by layering on additional criteria like demographics, website login, click/browse behavior • Mail to each segment separately in order to collect performance data • Analyze segment performance data to inform your program content and frequency strategy
  • 69. Segmentation Ideas Consumer Type Source Recent Activity Recent Graduate Home Page Opens Retired In Store Clicks Married with Children Banner Ads Website visits Married with no Children During online purchase Site Login Single Search Purchase
  • 70. Use a Recency-Based Segmentation Strategy to Identify Changes in Subscriber Response Group B Group A • • • • • • 0-30 Days 30-90 Days 3-6 Months 6-12 Months 12-18 Months 18+ Months • • • • • 0-30 Days 30-90 Days 3-6 Months 6-12 Months 12+ Months
  • 71. A Retailer’s Case Study: Gmail From 30 Days to 6 Months
  • 72. Retailer’s Case Study: Gmail After Engagement Strategy Only mailing to Gmail users 0-6 months who put an item in their cart or clicked on an email Mailing only to Gmail users who had put an item in the cart or clicked on an email in last 30 days
  • 73. Retailer’s Case Study: Gmail From 30 Days to 6 Months Expanded Engagement filtering rules and only mailing active Gmail users of 0-6 months who put an item in their cart or clicked on an email Reverted to only mailing Gmail users showing 30-days of activity
  • 74. Managing Inactive Subscribers
  • 75. Re-engagement Strategy The Facts: • Re-engagement campaigns help reactivate inactive subscribers • Subscribers eventually disengage with your email program • Inactive subscribers pose a liability to the health of your email program • Provide the opportunity to show positive engagement with Mailbox Providers Promote value
  • 76. Re-engagement Strategy Best Practices: • Use data to determine when subscribers are likely to become inactive • Re-engage customers before they go completely inactive • Test a variety of re-engagement content (update preferences, access to exclusive content, complete a survey, etc.) • Automate campaigns based on established business rules • Remove inactive subscribers after unsuccessful attempts to re-engage Confirm your subscription or unsubscribe
  • 77. Complaints It’s still a big contributor to Mailbox Provider filtering
  • 78. Complaints Summary • Negative impact of complaints on your email program • Different ways customers complain • Why people complain about your email • What you can do to reduce complaints
  • 79. Complaints The Facts: • #1 Reason for a decline in your Reputation • Indicator to the Mailbox Providers that people do not want your mail • High complaints = your mail being filtered or blocked • Risk of being Blacklisted
  • 80. Complaints–How are they generated? • Customer hits the junk or spam button in their email application • Customer sends a complaint via a filtering application or directly to a blacklist • Customer sends a message to the postmaster group of their Mailbox Provider (Yahoo!, Hotmail, etc.)
  • 81. Why Do Customers Complain? • They didn’t ask to receive your email • They don’t recognize the sender • The email wasn’t what they expected to receive • The email isn’t of interest or relevant • They are receiving too much mail • There isn’t an easy way to unsubscribe
  • 82. Reputation Impact
  • 83. Key Metrics • Complaint Rate = Percentage of email delivered to the inbox that subscribers mark as “spam” or “junk” GOAL: <.1%
  • 84. How do You Reduce Complaints? Best Practices: • Set Expectations • Email Recognition • Be Relevant • Respect Unsubscribe Requests • Understand WHY people complain
  • 85. Feedback Loops • Ensure set up on all available FBLs • Remove all complainers immediately • Use FBL data to identify cause: – Source of Email List – Email Campaign – Who, What, When, Where, How to get to Why – Make adjustments and TEST!
  • 86. Spoofing & Phishing Don’t underestimate the negative effects that spoofers and phishers have on your subscriber’s impression and interaction with your brand …and deliverability
  • 87. Is Your Brand Being Abused? 156 Million Phishing emails sent every day 16 Million Make it through filters 8 Million Are opened 800,000 Links are clicked 80,000 People fall victim to phishing scams EVERY DAY!
  • 88. Phishing & Spoofing Summary • What is Phishing and Spoofing? • The risk to your email program • How you can protect your program
  • 89. Not the same • Spoofing = A counterfeit or fake email that looks real, but is not. Criminals send a spoofed email so you trust it enough to take action. • Phishing = An email scam where the criminal sends a legitimate-looking email in an attempt to gather personal and/or financial information.
  • 90. Can you tell the difference?
  • 91. What’s at risk? • • • • Loss of Customer Trust Brand Erosion Decreased Deliverability Lost Revenue Brand Erosion = 42% of people would trust brands LESS after phishing attack (source: Cloudmark Study) Cost = Estimated $1,900 per infected user (source: Cisco Study)
  • 92. Financial Company Gets Spoofed!
  • 93. Impact on Actual Campaigns
  • 94. Protect Your Program • Implement DMARC – Domain-based Message Authentication, Reporting & Conformance specification • Monitor Suspicious messages – Messages purporting to be from your domain that are potentially fraudulent • Protect your program – Modify DMARC “policy” to monitor, quarantine and ultimately reject unauthenticated mail
  • 95. M.A.G.Y Filtering The Big 4 Mailbox Provider “secret sauce” exists for a reason
  • 96. Mailbox Provider Filtering Summary • The Truth about Mailbox Providers • M.A.G.Y Filtering – What They Have in Common • Specific Filtering Considerations • Engagement • Sending Requirements & Authentication • Prioritized Delivery
  • 97. The Truth About Mailbox Providers #1 Keeping their systems safe is their top concern #2 Mailbox Providers want to keep their subscribers happy by providing a great email experience #3 A positive Sender Reputation helps Mailbox Providers separate good email from bad #4 Engagement is increasingly important – the more engaged your subscribers are, the more willing Mailbox Providers are to review delivery issues #5 Segmentation is key – batch and blast is a thing of the past #6 99 / 100 times deliverability issues are your fault – not the Mailbox Provider
  • 98. M.A.G.Y. Spam Filtering What They Have in Common: • • • • • • Homegrown Systems that are constantly learning Complaints are #1 driver in Reputation (TIS vs. TINS) User actions help fine tune global filtering Individual User filter rules typically trump global filtering IP Reputation is still key…but Domain is growing May use some 3rd party Blacklists in filtering rules
  • 99. • System adjusts quickly to new spam threats • URL Content Filtering • Goal = .1% Complaint Rate • Trusted Voter Community • Out of every 1 message delivered to inbox, 8 are filtered • Engaged Users = Better Inbox • IP, Domain and From Reputation Equally Important • Prefers to Bulk vs. Block • Emphasis on URL Content Filtering • Goal = .01% Complaint Rate • Goal = .2% Complaint Rate AOL • Trusted Panel data drives filtering Yahoo! • Driven by “This is Spam” vs. “This is not Spam” Votes Microsoft Gmail Specific Spam Filtering • Mainly focused on IP • Engagement will trump complaints • Invalid recipients or Unknown Users • Goal = .01% Complaint Rate
  • 100. Engagement to the Mailbox Provider • M.A.G.Y. is the most sophisticated vs. other Mailbox Providers • How active are subscribers with mail? – Are you sending to real subscribers? – Are those subscribers active? • Log in, read and send email, report spam/not-spam – Are those subscribers trustworthy? • Power of ‘This is spam’ and ‘This is not spam’ – Trusted user data – Most of the community is engaged  greater possibility of inbox placement – Most of the community not engaged  greater possibility of bulking
  • 101. • Priority Inbox • Tabs – Primary, Promotion, Social • Individual actions can result in different filtering • Inbox Categories • Trusted Voter Community • Overall user actions influence global filtering decisions • Inbox Folders AOL • Panel Data Yahoo! • “This is Spam” vs. “This is not Spam” Votes Microsoft Gmail Engagement • Analyzed engagement before anyone else • Most sophisticated system • Engagement trumps Complaints
  • 102. M.A.G.Y. Sending Requirements What They Have in Common: • Most will throttle new IPs • Throttling limits can be a daily moving target • Don’t jump around on various IPs – you’ll look suspicious
  • 103. Authentication SPF DKIM DMARC
  • 104. Prioritized Delivery No Whitelist Priority Inbox / Stars No internal Whitelist Utilizes Return Path’s Email Certification Program Offers an internal Whitelist Utilizes Return Path’s Email Certification Program AOL Standard Whitelist AOL Enhanced Whitelist
  • 105. Partners ig.com.br virginmedia.com sify.com Sympatico (Bell Canada) AT&T (which includes BellSouth, SBC and Ameritech) Verizon Rogers, BT, TNZ and Nokia CompuServe Netscape Does not have much of an international footprint
  • 106. Engagement & The Competition It’s important to manage and monitor your subscribers’ - and your competitors’ - actions
  • 107. Engagement & The Competition Summary • Consequences of Irrelevant Emails • Measuring Engagement • The Competitive Inbox • How to Increase Engagement – Create Engaging Content – Manage Email Frequency – Manage Email Cadence
  • 108. Being Relevant 24.5% Source: 2013 BlueHornet Consumer View of Email Report
  • 109. Consequences of NOT Being Relevant Deliverability Sender Reputation ROI Complaints Unsubscribes
  • 110. Consequences of Not Being Relevant: Microsoft Sweep
  • 111. Gmail Tabs Stars and “Important” Promotions Tab
  • 112. The Gmail Effect - Minimal Source: Return Path 2013 - The Tabbed Inbox
  • 113. Don’t try to Game the Filters • Gmail’s tabbed inbox learns users’ preferences over time • Use different addresses for different categories of mail • Avoid heavy use of marketing content in transactional mail • Do not try anything crazy! Your mail will land in spam as a result.
  • 114. It’s All About Engagement Email Engagement • • • • Opens Clicks Shares Purchases Inbox Engagement • • • • Regularly logs-in Reads and sends email Files email TIS/TINS
  • 115. “This is Not Spam” – Rarely used, But Highly Trusted
  • 116. TINS and Deliverability Source: 2013 Return Path TINS Report
  • 117. TINS and Engagement Source: 2013 Return Path TINS Report
  • 118. What Else is in Your Subscribers’ Inbox? Source: Return Path “Battle of the Brands” Infographic
  • 119. % of Overlap with P&G List What Else is in Your Subscribers’ Inbox? 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
  • 120. How Can Your Email Stand Out?
  • 121. Increase Subscriber Engagement through Competitive Insights • Analyze your competition’s email content and offers • Pay attention to your competition’s message frequency and cadence • Monitor subject line keywords, topics, and length • Review your competition’s preference center • Monitor other successful email marketers outside your industry
  • 122. Make Your Email Engaging Optimize the preview pane Include a good balance of images and text Utilize personalization and targeting Use consistent branding Make content skimmable Provide actionable and interactive content Incorporate social media sharing and connecting links • Implement triggered messages (abandoned cart, birthday messages, etc.) • • • • • • •
  • 123. Engaging Content Test yourself! What do you notice in 3 seconds?
  • 124. Engaging Content Logo Hyperlinked Text Two CTAs Above the Fold Shorter Copy Blocks Visual Supports Email Content Colored Font Bolded Header Bolded Keywords Secondary column
  • 125. Managing Email Frequency The average email user receives 147 messages every day, and spends more than 2.5 hours on email a day. Source: Insights from 5 Million Emails Infographic, BoomerangGmail, 2012
  • 126. Managing Email Frequency The Facts: • High frequency is a leading cause of complaints and unsubscribes • Inboxes are busier than ever • Different subscriber segments will have different frequency thresholds • Sending email too infrequently also causes problems – Lack of brand recognition – Potential increase in unknown users and spam traps
  • 127. Managing Email Frequency Best Practices: • Communicate email frequency with new subscribers • Offer frequency options as part of a preference center • Test optimal frequency for a variety of key subscriber segments • Determine the total number of messages specific subscriber groups will receive in a given time period 54% of consumers say they unsubscribe when emails come too frequently from a particular brand. Source: ExactTarget Social Breakup Report
  • 128. Key Metrics • Unique Open Rate = Unique Opens / Delivered • Unique Click Through Rate = Unique Clicks / Delivered • Conversion Rate = Unique Desired Action (e.g., completed quote, download mobile app, etc.) / Emails Delivered • Forward/Sharing = Unique Sharing Clicks / Delivered
  • 129. ` Key Takeaways A quick wrap-up
  • 130. Key Takeaways • YOU have an impact on the deliverability success of your program – it’s not all up to your ESP or the Mailbox Provider • Your Sender Reputation is impacted by all email deployed from your IP/Domain – know your Reputation and take action when issues are identified • Maintain a clean, active, permission based list • Complaints are still the #1 driver for reputation and deliverability issues • Spoofing and Phishing negatively impacts your brand and puts you at risk for poor deliverability – monitor and protect your program • The Mailbox Providers’ #1 concern is keeping their systems safe for their subscribers and ensuring a positive subscriber experience - they are constantly updating their “secret sauce” • How users interact with their mail drives ISP filtering: Do users log in, read and send email, report spam/not-spam • Effectively target your subscribers with relevant content that drives positive engagement
  • 131. Thank You! Feel free to contact us with questions:: Julia Peavy: julia.peavy@returnpath.com Tonya Mitchell: tonya.mitchell@returnpath.com

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