INBOX LIST HYGIENE
FOR IMPROVED INBOX
PLACEMENT
Jason Zanon,
Senior Support
Specialist
By the conclusion of this training, you will be able to:
• Explain why list hygiene is important
• Deduplicate supporters
...
EMAIL SERVICE PROVIDERS ARE
UNDER NO LEGAL CONTRACT,
MORAL BOND, ETHICAL OBLIGATION,
RELIGIOUS COMMANDMENT,
PHILOSOPHICAL ...
• What is list hygiene?
• Why care about list hygiene
• How care about list hygiene?
• Salsa cleanup tools
• Outside-Salsa...
Pruning Time (Jennie Cell, 1955)
Q. How does spam software work?
A. It learns.
Every time your mark something spam,
you’re teaching your mail server what words,
phrases, and formats appear in spammy
em...
Spam blockers contain hundreds of rules
about spam, accumulated over 10+ years
Second, it learns from everyone else
body G...
• Recipients “vote” on email by opening it,
by clicking it… even by bouncing it.
• Those votes inform ISPs’ view of how to...
What is learned is never unlearned
• Correct typos and misspellings
• Purge defunct mail domains
• Suppress known spam traps
• Diagnose likely deliverability...
http://www.xverify.com
http://www.towerdata.com
Pruning Time (Jennie Cell, 1955)
Proactively
REMOVE
supporters who
are repeatedly
hard-bouncing
Pruning & Re-engaging
• Request the Bounce Limit
Configurat...
HARD BOUNCE
Bounce indicating a
permanent failure:
this email address
will probably never
be good.
Bounce Types
SOFT BOUNC...
• Even if they
legitimately opted in,
if they’re no longer
interested they’re
OUT!
• Mail ISPs are putting
this responsibi...
All of us have become like one who is unclean,
and all our righteous acts are like filthy rags;
we all shrivel up like a l...
Advantages include…
Happier
supporters
Better
inbox
placement
Improved
performance
metrics
(Plus, you might be able to pay Salsa Labs less in the bargain.)
Step One:
Define a “disengaged” or “inactive” record
Use Salsa’s query tools to isolate a segment of
non-performing emails...
Step Two:
Send a win-back message
Before you prune, give your inactives a chance
to stay on your list with a targeted re-
...
Step Three:
Wash those inactives right off your list.
CONTACT INFO
Read, learn, discuss – help.salsalabs.com
Training & Learning Team – training@salsalabs.com
Salsa Support – s...
THANK YOU!
Improving list hygiene for improved inbox placement
Improving list hygiene for improved inbox placement
Improving list hygiene for improved inbox placement
Improving list hygiene for improved inbox placement
Improving list hygiene for improved inbox placement
Improving list hygiene for improved inbox placement
Improving list hygiene for improved inbox placement
Improving list hygiene for improved inbox placement
Improving list hygiene for improved inbox placement
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Improving list hygiene for improved inbox placement

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Email providers such as Gmail, Outlook, and Yahoo! Mail strive to determine what their clients actually want to receive in their inbox. If you’re sending lots of emails which are not being opened, your inbox placement rate may suffer. Learn how to practice list hygiene and improve the overall health of your supporter list.

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Improving list hygiene for improved inbox placement

  1. 1. INBOX LIST HYGIENE FOR IMPROVED INBOX PLACEMENT Jason Zanon, Senior Support Specialist
  2. 2. By the conclusion of this training, you will be able to: • Explain why list hygiene is important • Deduplicate supporters • Ensure email addresses are valid • Define “engaged” supporters • Identify “engaged” supporters • Conduct a re-engaging campaign • Modify email sending practices based on the results of the re-engaging campaign Learning Objectives
  3. 3. EMAIL SERVICE PROVIDERS ARE UNDER NO LEGAL CONTRACT, MORAL BOND, ETHICAL OBLIGATION, RELIGIOUS COMMANDMENT, PHILOSOPHICAL FIAT, OR METAPHYSICAL CONCORDANCE TO DELIVER YOUR EMAIL. They don’t have to make best effort. They just have to… effort… well, technically, not even that.
  4. 4. • What is list hygiene? • Why care about list hygiene • How care about list hygiene? • Salsa cleanup tools • Outside-Salsa cleanup tools • Pruning and re-engaging List Hygiene
  5. 5. Pruning Time (Jennie Cell, 1955)
  6. 6. Q. How does spam software work?
  7. 7. A. It learns.
  8. 8. Every time your mark something spam, you’re teaching your mail server what words, phrases, and formats appear in spammy email. First, it learns from you
  9. 9. Spam blockers contain hundreds of rules about spam, accumulated over 10+ years Second, it learns from everyone else body Generic Test for Unsolicited Bulk Email GTUBE 1000.000 full Listed in Razor2 (http://razor.sf.net/) RAZOR2_CHECK 0 0.150 0 1.511 body Razor2 gives confidence level above 50% RAZOR2_CF_RANGE_51_100 0 1.485 0 0.056 full Listed in DCC (http://rhyolite.com/anti-spam/dcc/) DCC_CHECK 0 1.373 0 2.169 full Listed in Pyzor (http://pyzor.sf.net/) PYZOR_CHECK 0 2.041 0 3.451 body Incorporates a tracking ID number TRACKER_ID 1.825 1.064 1.818 0.555 body Weird repeated double-quotation marks WEIRD_QUOTING 1.353 1.966 1.774 2.000
  10. 10. • Recipients “vote” on email by opening it, by clicking it… even by bouncing it. • Those votes inform ISPs’ view of how to treat all mailing that you send. • Does it have a large number of invalid email addresses? • Do the recipients behave like they care about this email? Or emails from you in general? Third, it learns from the ballot box
  11. 11. What is learned is never unlearned
  12. 12. • Correct typos and misspellings • Purge defunct mail domains • Suppress known spam traps • Diagnose likely deliverability profile in advance • Data appends for personalization Third-Party Data Append & Validation
  13. 13. http://www.xverify.com http://www.towerdata.com
  14. 14. Pruning Time (Jennie Cell, 1955)
  15. 15. Proactively REMOVE supporters who are repeatedly hard-bouncing Pruning & Re-engaging • Request the Bounce Limit Configuration package from Salsa • Configuration suggestion: max 4 hard bounces, 10 soft bounces
  16. 16. HARD BOUNCE Bounce indicating a permanent failure: this email address will probably never be good. Bounce Types SOFT BOUNCE Bounce indicating a temporary failure: this email address didn’t work today, but might tomorrow.
  17. 17. • Even if they legitimately opted in, if they’re no longer interested they’re OUT! • Mail ISPs are putting this responsibility on the sender Proactively REMOVE supporters
  18. 18. All of us have become like one who is unclean, and all our righteous acts are like filthy rags; we all shrivel up like a leaf, and like the wind our sins sweep us away. -Isaiah 64:6
  19. 19. Advantages include… Happier supporters Better inbox placement Improved performance metrics
  20. 20. (Plus, you might be able to pay Salsa Labs less in the bargain.)
  21. 21. Step One: Define a “disengaged” or “inactive” record Use Salsa’s query tools to isolate a segment of non-performing emails and batch them into a group or tag.
  22. 22. Step Two: Send a win-back message Before you prune, give your inactives a chance to stay on your list with a targeted re- engagement email blast or two.
  23. 23. Step Three: Wash those inactives right off your list.
  24. 24. CONTACT INFO Read, learn, discuss – help.salsalabs.com Training & Learning Team – training@salsalabs.com Salsa Support – support@salsalabs.com
  25. 25. THANK YOU!

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