It’s a Fight to Get Email Delivered• Content• Spam Software• Spam Software Rules• Blacklists• IP Reputation• Domain Reputation• Traffic• Speed of Delivery• Total Server Connections• The Recipients themselves
Email service providers are under no legal contract, moral bond, ethicalobligation, religious commandment, philosophical fiat, or metaphysical concordance to deliver your emailThey don’t have to make best effort. They just have to… effort… well, technically, not even that.
First, it learns from you• Every time you mark something spam, you’re teaching your mail server what words, phrases, and formats appear in spammy email.
It consults the Rule Book• Check under the email validation tab to see what your spam score is.
Second, it learns from everyone else.• Spam blockers contain hundreds of rules about spam. These rules are the byproduct of 10+ years of identifying spammy messages.• The first spam message was in 1978.
According to Customer Insight Group… 2.8 billion emails, 100 companies, 9 verticals• 17 % open rate, down from 26% in 2009• Highest open rate – Government & Pharmaceuticals with 25%• Delivery rates = 95%, up from 93% in 2009• Click rate = 3%• Bounce rate = 5%, down from 7%
Salsa’s Role vs. Org’s RoleSalsa’s Role - technical•IP Management/Reputation•Whitelisting•Complaint Handling•Bounce Handling•Volume/Speed of Delivery/Server ConnectionsOrg’s Role - management•Content•List Management/Bounces•Complaints•Domain Reputation•The Recipients
Orgs Focus• Interaction• Content• List ManagementYou’re now email marketers not email messengers
What to Measure?• Past – List size – Open rate – Click rate – Conversion rate – Unsubscribes – Complaints• Now – Engagement • Open, Click, Conversion – Unsubcribes – User Unknowns – Complaints – Source
Follow the Results• Clicks – Where did they come from? – What are they clicking?• Opens – Where did they come from? – Why aren’t they clicking? – Change the message?• Nothing – Where did they come from? – Message differently? – When do you cut loose?• Bounces/User Unknown/Unsubcribes/Complaints – Where did they come from? – What’s their true “cost”?
Regular List Management• Hard Bounce Removal – Salsa Bounce Removal – Prevents Spam Traps – Helps deliverability• Remove “inactives” – Helps deliverability – Prevents Spam Traps – One year and they’re gone• Measure Sources – How many are unsubcribing, complaints• Measure Life Cycle – How long is an email active?
Why Deliverability Matters • 50,000 emails per blast • 2 x week (104 a year) • Open rate – 25% • Click rate – 5% • Conversion – 1% • Average donation - $50 Emails Sent Inbox Place Open Click Conversion Raised Lost100% Inbox 5,200,000 5,200,000 1,300,000 260,000 52,000 $2,600,000Overall 5,200,000 4,825,600 1,206,400 241,280 48,256 $2,412,800 $187,200Gmail 5,200,000 4,154,800 1,038,700 207,740 41,548 $2,077,400 $522,600
Double Opt-In• There is no way for a Spam Trap or user unknown to be added to your list• Only the most interested will sign up• This is the golden standard
Do Not Buy or Trade Lists!!!! Opt-in Only!!!!Seriously. It’s a violation of your contract with Salsa, our Authorized User Policy, is completely ineffective, and is the worst possible thing you can do to your deliverability. Oh and it makes the entire email world worse and Brett cry.