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Email Reputation: Why the Subscriber Experience Matters
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Email Reputation: Why the Subscriber Experience Matters

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This presentation was given at the London JUMP Conference on October 12, 2011. It covers how subscriber experience affects sender reputation, stats from Return Path's latest Sender Reputation Report ...

This presentation was given at the London JUMP Conference on October 12, 2011. It covers how subscriber experience affects sender reputation, stats from Return Path's latest Sender Reputation Report and how to follow best practices for improving the subscriber experience across the email customer lifecycle.

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    Email Reputation: Why the Subscriber Experience Matters Email Reputation: Why the Subscriber Experience Matters Presentation Transcript

    • Email Reputation: Why the Subscriber Experience Matters
      Margaret Farmakis
      Senior Director, Professional Services
    • Introduction
      • Protect your brand
      • Manage your reputation
      • Reach the inbox
      • Earn a response
      • Celebrate subscribers
      • Get promoted
      • Be happy
      • Retire young
      • Look gorgeous
    • About Margaret
    • Agenda
      • Reputation Basics and Latest Figures
      • Sender Reputation: Know the Influencing Factors
      • Complaint Rates: Understand What They Are and Control Them!
      • Top Tips & Best Practice
    • Email is great for developing loyal and active subscribers.
      72%
      Percentage of companies rate email as 'excellent' or 'good' for return on investment.
      Source: Econsultancy "Email Marketing Census 2011" (2011)
    • No Inbox. No Click.No ROI.
    • Email Reputation Basics
      Reputation:
      Quantitative measurements of the desirability of email based on the reputation of the sending server’s IP address.
      Inbox Placement Rate (IPR):
      The percentage of email messages that are delivered straight to the inbox. This excludes email messages that arrive in the “junk” or “spam” email folders.
    • Email Reputation: Latest Figures
      • Your reputation scores impacts your deliverability
      • Our latest Sender Reputation Report shows that IPs with Sender Score of 91 and above enjoy 88% Inbox Placement Rate
      • HOWEVER, IPs with a Sender Score of 50 only have an IPR of 64%
    • Why do my good emails get blocked?
    • It’s All About Reputation (and Sender Behavior)!
      Infrastructure
      List Hygiene
      Complaints
      Engagement
      IP Permanence
      Message Quality
    • ISPs use your sender reputation to make filtering decisions. A poor reputation means, your email will get blocked.
    • Keep complaints to a minimum
    • So… Can complaints be reduced?
    • So… Can complaints be reduced?
    • Follow Best Practices Across the Subscriber Lifecycle
    • Top Tips: Acquisition
      • Set the right expectations with your subscribers and send a welcome message
    • Best Practice: Send a Welcome Message
    • Top Tips: Conversion
      • Optimize creative for image rendering and preview pane viewing
    • Best Practice: Use a Pre-Header
    • Top Tips: Engagement & Retention
      • Implement a Preference Center to provide subscribers a choice of frequency and content
    • Best Practice: Engagement
    • Top Tips: Win-Back
      • Develop a plan for non-responders and re-permission persistent inactives
    • Best Practice: Win-Back
    • Make List Hygiene a Priority
    • Top Tips to Keep Your List Healthy
      KNOW your unknown user rates and monitor them
      REVIEW your internal bounce categorization routine to ensure you are regularly removing bad or inactive addresses
      MONITOR sending logs for messaging from ISPs that may indicate the presence of spam traps
      COLLECT good data up front: the most common techniques are double opt-in and welcome messages
      IMPLEMENT address verification processes and ECOA
      CHECKblacklists that focus on mailers who hit spam traps (and make sure you’re not on any of them)
    • You’re in Control of Your Reputation
    • The Good News
      As a marketer, you can control and influence the key factors that make up your sender reputation:
      • Complaints
      • List Hygiene
      • Sending Infrastructure and Authentication
      • Sending Permanence
      • Content
      • Engagement
    • But how do I knowwhat my sender reputation is?www.senderscore.org
    • References
      Return Path – Sender Reputation Report (June 2011)
      http://www.returnpath.net/landing/reputationfactors/
      Return Path – Global Deliverability Benchmark Report (Sept 2011)
      http://www.returnpath.net/landing/globaldeliverability1h11
    • Let’s Connect!
      Margaret Farmakis
      margaret.farmakis@returnpath.net
      @mfarmakis
      Read my regular blog contributions on Return Path’s In the Know blog, eConsultancy.com’s UK blog and the DMA’s Email Marketing Council blog!
      http://www.returnpath.net/blog/intheknow/
      http://dmaemailblog.com/
      http://econsultancy.com/uk/blog/