Email Marketing Workshop Part 5: Deliverability, Compliance and Trust


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  • Workshop Preparation: Presenter Focus: Laurence focus on marketing including marketer goals and subscriber experience Matt focus on more technical content including sender infrastructure and ISP requirements Provide as many real-life case studies as possible (Nationwide and RP clients) Make presentation conversational between Matt and Laurence and the audience Take informal surveys/pools during the preso to make it interactive Each slide has the suggested speaker name at the top of the notes Laurence will develop a handout to be handed out at the beginning of the presentation and used to facilitate discussion at the end of the workshop Matt to bring CAN-SPAM / CASL compliance comparison handout to distribute 90 minute preso, 3 minutes slide for estimated 30 slides Bring presentation remote control (Matt) & business cards
  • Laurence Rothman is a creative, innovative and savvy marketing communications professional with a track record for delivering effective and profitable digital messaging across the financial services arena. As senior consultant for brand reputation at Nationwide Insurance, Laurence leads a team that creates outbound email campaigns for all 20 divisions of Nationwide. He is responsible for all outbound messaging governance, integrating email strategy into Nationwide business plans, and managing mobile messaging and SMS implementation. Before joining Nationwide in 2010, Laurence served as vice president for retail email marketing strategy and governance at JPMorgan Chase, where he managed the scheduling and delivery of 10 million-plus email messages monthly. Laurence has previously held online marketing communications positions at Citigroup and Computer Associates. He earned his MBA at Dowling College, Oakdale, NY, and a B.F.A. at the Savannah College of Art and Design.
  • As Sr. Director of Deliverability Consulting, Matt Rausenberger leads a team of the email industry’s thought leaders responsible for providing email deliverability consulting to the world’s top marketers. Matt’s team is charged with working together to define industry best practices, solve complex deliverability issues and develop new tools and techniques for achieving the highest deliverability possible for Return Path’s clients and partners. Prior to joining Return Path, Matt was the Chief Operating Officer for MindWorks, a professional services firm providing enterprise software consulting to numerous Fortunate 100 clients. Under Matt's leadership, MindWorks was twice named to Inc. Magazine’s list of Top 500 Privately Held Companies and was recognized as one of the fastest growing privately owned companies in Northern Colorado. Additionally, Matt spent nine years at Cisco Systems as Senior Manager in Corporate Marketing and was an application developer and data analyst at Apple Computer for three years. Matt is the co-chair of the Deliverability and Rendering Roundtable at the Email Experience Council.  He is also the co-chair of the PSVillage Denver chapter, a networking group dedicated to Professional Services executives. He received a B.B.A. in Management Information Systems from the University of Texas at Austin.
  • Tie in Joel Book’s deliverability presentation as a pre-cursor to this talk
  • LAURENCE Determines Your Placement Inbox/Bulk/Blocked Otherwise Known as Deliverability Determines Your Success in reaching the inbox Is a Reflection of How Well You Are Doing
  • LAURENCE 1 in 5 emails never sees the inbox; Refer to most recent RP study. Non-delivery (which are messages not delivered at all or delivered to the junk/bulk folder) – has started to level off around 20%. Therefore you need to know your inbox placement rate – the percentage of emails that actually make it into your subscribers’ inboxes. Many marketers think they know how well they are doing because of reports that report a “delivered rate.” Often the “delivered rate” is actually their bounce rate. Sent minus bounce does not equal delivered. You need the additional IPR rate to truly know how your email program is doing. Not knowing the IPR rate is one of the main reasons why email has problems reaching its rightful place in the marketing mix. You send the mail out, its just not certain that the mail is going to get there. Uncertainty of inbox placement is a very real economic problem for both B2B and B2C marketers.
  • LAURENCE A Recipient Response You Must Track and Remove From Your List Mostly Come From ‘Mark As Spam’ Clicks Reliable Indicator of Subscriber Relationship Watch For Trends Complaints are critical to measure and reduce, and probably even more so. The ISPs will be calculating complaint rates based off active subscribers instead of total volume sent. This means that you may see an increase in your complaint rates, even though the number of complaints has stayed the same. Continue reducing complaints, but now you may need to dig deeper into WHY your subscribers are complaining. Common factors for complaints are lack of permission or disclosure at the point of email collection, mailing too frequently, or the content isn’t relevant or what was expected. Analyze the data points you currently have to find those trends.
  • LAURENCE Opens Clicks Conversions - signs of positive interaction from an engaged subscriber Global level Filtering: Reputation Subscriber Level: Open Open Delete Open and Save/File Delete without Opening Add to WL
  • LAURENCE and/or MATT Battle between large list with tons of potential and smaller list that meets its potential – tough choice and tough argument. If you don’t have confidence that you are optimizing what you have, then the battle against the list with potential is a difficult one. Understanding how to get the most from the best will always gain better results. One of the most critical and foundational components for email success are your list acquisition and maintenance rules. Where do you get your email addresses. What do your subscribers know about your program when they sign up? What rules do you use to process your data? Can anyone sign up? Do you confirm that the subscriber is legitimate? Are you protected from malicious subscription? Do you track your actives and inactives? Do you trend positive metrics vs. negative to determine when you need to drop older, inactive data? Do you test re-permissions to gauge interest?
  • MATT Sending to Someone Who Does Not Exist Repeated Occurrences Affect Reputation Rates Over 10% Can Get You Blocked Requires List Maintenance
  • MATT Hard bounces - AKA 5XX Bounces, Generally Mean the Message Will Not Be Delivered If Retried May Be Due to Nonexistent Recipients (Unknown Users) Blacklists Lack of Authentication Resending Will Damage Reputation Soft bounces - AKA 4XX Bounces, Generally Mean That Message May Be Delivered if Retried May Be Due To Sending Too Many Messages at One Time Poor Reputation Issue with the Recipient Resending Will Not Damage Reputation Look at Results for Clues
  • MATT An Extension of List Maintenance Addresses Set Up or Repurposed to Capture Senders that Do Not Maintain Their Lists or Are Not Using Best Practices to Grow Their Lists A Closely Guarded Secret
  • LAURENCE While you don’t have to re-permission your file every quarter, it’s important to remind subscribers that they have a choice about your program. Land’s End sends periodic emails with the only purpose being to remind subscribers that they are on the file.
  • LAURENCE Build Relationship with Audience (per previous session) Establish Brand Identity Compelling? Relevant! Critical for Success
  • LAURENCE How Does It Look? One Size Does Not Fit All Check Rendering at Multiple Domains and in Mobile Applications Check Content Filters Like SpamAssassin
  • MATT Sets Strong Foundation Simplest Issues to Fix Typically Buttoned Up if Using Larger ESP Standard Checks Should be Run Any time something changes (new brand, domain, IPs, Mail server, ESP) Sending Permanence slide: First you establish your infrastructure and then you establish a reputation on your IP’s that use that infrastructure through sending permanence Associates You to Your Sending Reputation Allows Latitude Based on Reputation Authentication slide: Validates Email Sent is Really Coming From You Developed to specifically help with phishing and spoofing. This is when malicious entities try to steal your identity and compromise your subscribers trust with your brand for their own gain Analogous to Driver’s License Confirms Identity Doesn’t Represent the Quality of a Sender
  • MATT Return Path Certified Goodmail Certified Certifies You as a Quality Sender Standards Defined and Upheld to stay on list Analogous to HOV Lane Pass
  • LAURENCE Delivery Sent Delivered vs Bounces Opens, Clicks Non-responders Opt-outs, Complaints Deliverability Inbox, Junk, Missing Reputation
  • LAURENCE If Your Email is Relevant You match appropriate offer & audience That’s the easy part Relevance ALSO Means Knowing when addresses become less responsive Knowing when addresses become undeliverable Managing that data Re-confirmation mailings ECOA ISPs only care about their users which happen to be your subscribers. Their primary goal is to make email enjoyable and useful. The #1 concern with email users is subscriber fatigue. 2009 Forrester: 9000 marketing message a year per consumer: almost 25 a day. We get too much email that we can’t keep up with it all. We also get a lot of spam, which is the largest obstacle for ISPs. ISPs do block a lot of spam. Change the Denominator Mail to audiences that have a higher propensity to respond Eliminate people who are not responding Increase ROI From Relevance & Deliverability Slide: Increased Reputation with ISPs Lower complaint rates Lower bounce rates Eliminate trap addresses Higher Delivery Rates Higher Inbox Presence Higher Opens/Clicks Build and Maintain Good IP Reputation Most Impactful Variable in Deliverability Reputation is Based on Many Factors Including: Longevity of IP Volume/frequency Complaints (< .5%) Bounces (< 10%) Authentication Spam Traps “ Role” accounts (sales@, info@. . . )
  • LAURENCE Branding is one of the single most important steps you can take as a marketer. First, it establishes your brand and helps to build brand recognition, but additionally it helps keep you compliant and helps minimize false positives around abuse complaints and phishing attempts. Your brand is used to build relationships Goal is to make Subscribers open and engage with your emails. I want to explain the difference between Brand and Reputation here.
  • LAURENCE Important for Subscribers to recognize your Brand and what you are sending: Branded From Email Address Branded From Name Branded Subject Line Branded Links Fact: email originating from well-known brands have higher opens, clicks, conversions
  • LAURENCE Prominently display your company name in the Friendly From and logo in the preview pane
  • MATT Comment on spear phishing Spam is still 85-90% of email. Spam filters have a tough job and catching new strains of malicious email is hard, especially phishing. Spam dropped from 300 billion emails in June 2010 to 40 billion in June 2011 Targeted Phishing Attacks Up 400% (Source: Cisco Security Whitepaper Email Attacks: This Time It’s Personal , June 2011) 260 million phishing emails sent every day 20 million new malware strains created in 2010 $2 – cost of creating and hosting a phishing scam
  • MATT Lifetime benefit of a customer who a brand has an email address from is twice that of one where they do not have an email address Being able to market to customers over email is extremely important and so it is also important that they can trust the email coming from your brand Phishing Attacks are a Race Against Time: With 90% of credentials stolen within 10 hours, there is no need for them to stay up longer
  • MATT ISPs and big mailbox providers are starting to block unauthenticated emails Maintain Customer Trust Protect Brand Reputation Minimize Financial Impact Secure Your Email Communication Domain Assurance Takedown services: Mark Monitor, Internet Identity, Brand Protect, Fraud Watch, RSA, and Cyveillance
  • MATT Consider compliance more as data governance US does not have a universal Privacy law covering email and all other digital means – Patchwork of industry, local, state and federal laws Prominently display Privacy statement during sign-up – make it easy to find and easy to read
  • MATT CAN-SPAM (“Controlling the Assault of Non-Solicited Pornography and Marketing” Act of 2003)
  • MATT Audience Poll: Do you know if you have Canadian names in your list?
  • MATT CASL - Canada’s Anti-spam Legislation (aka Bill C-28) CEM (Commercial Electronic Message) PIPEDA - Personal Information Protection and Electronic Documents Act which have governed businesses' e-mail marketing activities since January 1, 2000 . PIPEDA permits "opt-out" consent and does not limit implied consent to specific relationships or transactions, as under CASL.
  • MATT
  • MATT Notice—data subjects should be given notice when their data is being collected; Purpose—data should only be used for the purpose stated and not for any other purposes; Consent—data should not be disclosed without the data subject’s consent; Security—collected data should be kept secure from any potential abuses; Disclosure—data subjects should be informed as to who is collecting their data; Access—data subjects should be allowed to access their data and make corrections to any inaccurate data; and Accountability—data subjects should have a method available to them to hold data collectors accountable for following the above principles.
  • MATT Privacy Principles tie closely to European Union (EU) member nations' data protection legislation
  • MATT
  • Email Marketing Workshop Part 5: Deliverability, Compliance and Trust

    1. 2. Email Marketing Workshop Part V Deliverability, Compliance & Trust
    2. 3. Agenda <ul><li>Getting To The Inbox </li></ul><ul><li>Protecting Your Brand </li></ul><ul><li>Email Laws & Regulations </li></ul>
    3. 4. <ul><li>Nationwide </li></ul><ul><li>Senior Consultant, Brand Reputation </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @LaurenceRothman </li></ul>Laurence Rothman
    4. 5. Matt Rausenberger <ul><li>Return Path, Inc. </li></ul><ul><li>Sr. Director, Deliverability Consulting </li></ul><ul><li>[email_address] </li></ul><ul><li>eec Co-Chair </li></ul><ul><li>Deliverability & Rendering Roundtable </li></ul><ul><li>PSVillage Co-Chair, Denver Chapter </li></ul>
    6. 7. Reputation
    7. 8. Poor Reputation & Deliverability <ul><li>= NO INBOX </li></ul><ul><li>No Clicks </li></ul><ul><li>No Opens </li></ul><ul><li>No Purchases </li></ul><ul><li>No Conversions </li></ul><ul><li>No Brand Building </li></ul><ul><li>No Relationships </li></ul>
    8. 9. Factors That Affect Deliverability <ul><li>Subscriber Actions </li></ul><ul><ul><li>Complaints </li></ul></ul><ul><ul><li>Opens </li></ul></ul><ul><li>List Quality </li></ul><ul><ul><li>Unknown Users </li></ul></ul><ul><ul><li>Spam Traps </li></ul></ul><ul><li>Content </li></ul><ul><li>Email Infrastructure </li></ul><ul><ul><li>Authentication </li></ul></ul><ul><ul><li>Sending Permanence </li></ul></ul><ul><li>Accreditation </li></ul>
    9. 10. Complaints
    10. 11. Positive Subscriber Actions
    11. 12. List Maintenance
    12. 13. Unknown Users
    13. 14. Bounces <ul><li>Automated Response from Receiving Network that Email Message Was Not Delivered </li></ul><ul><li>Can Happen at any Stage of Message Transfer or Days After </li></ul><ul><li>Classified as Hard and Soft Bounces </li></ul>
    14. 15. Spam Traps
    15. 16. Give Them a Choice
    16. 17. Content
    17. 18. Content Rendering
    18. 19. Mail Infrastructure
    19. 20. Certify Your Email
    20. 21. Manage Metrics
    21. 22. Relevance & Response Rates
    23. 24. Email Branding
    24. 25. What Makes Subscribers Open?
    25. 26. Prominently Display Your Logo
    26. 27. Email Fraud <ul><li>Spoofing – Modifying the sender address and other parts of the email header to appear as if the email originated from some place it did not </li></ul><ul><li>Phishing – Fraudulent practice of sending e-mails purporting to be from legitimate companies in order to induce individuals to reveal personal information such as email addresses, SS# and credit cards </li></ul><ul><li>Malware – Malicious software meant to steal private data, take control of resources or cause abusive behavior </li></ul>
    27. 28. Brand Reputation & Trust <ul><li>Company perception in the marketplace </li></ul><ul><li>Erosion of brand trust </li></ul><ul><li>In a recent Cloudmark survey, 42% of respondents said that their trust in a brand would be greatly reduced if they received a phishing email claiming to be sent by that brand. </li></ul>
    28. 29. You Can Stop Phishing! <ul><li>Authenticate email with SPF and DKIM </li></ul><ul><li>Educate your employees about spoofing, phishing and malware </li></ul><ul><li>Monitor phishing and malware attacks </li></ul><ul><li>Third-party vendors can help with: </li></ul><ul><ul><li>Registering your domain to prevent unauthenticated email from being delivered </li></ul></ul><ul><ul><li>Monitoring, detecting and taking down phishing sites </li></ul></ul>
    30. 31. United States <ul><li>CAN-SPAM Act of 2003 </li></ul><ul><li>Email Law, not Privacy Law </li></ul><ul><li>Opt-out, not Opt-in </li></ul><ul><li>Make your privacy statement easy to find and read </li></ul><ul><li>Track source and date of subscriber acquisition </li></ul>
    31. 32. CAN-SPAM <ul><li>Covers all commercial email </li></ul><ul><li>Clear and conspicuously displayed opt-out mechanism </li></ul><ul><li>Valid postal address </li></ul><ul><li>Clear notice that the message is commercial </li></ul><ul><li>Process unsubscribes within 10 business days </li></ul><ul><li>No false headers or subject lines </li></ul><ul><li>Accurately represent Forward to a Friend (FTAF) </li></ul>
    32. 34. Canada & CASL <ul><li>Law takes effect early 2012 </li></ul><ul><li>CEM Law, not just Email Law </li></ul><ul><li>Affects all companies that send email, SMS, and social network messages into Canada </li></ul><ul><li>Must have consent from subscriber unless implied relationship exists (allowed up to 2 years) </li></ul><ul><li>Organization will need to review their email policies </li></ul><ul><li>Penalties can be as high as $1 million per violation for individuals, and $10 million per violation for organizations </li></ul>
    33. 35. Complying with CASL <ul><li>Establish baseline policy for all digital communications with subscribers </li></ul><ul><li>Segment your subscribers based on expressed preferences, observed behaviors, demographics </li></ul><ul><li>Use opt-in consent methods for capturing contact information. </li></ul><ul><li>Clear unsubscribe information in communications </li></ul><ul><li>Use preference centers so that subscribers can choose the timing and frequency with which they receive emails </li></ul><ul><li>Obtain explicit consent within 2 year window </li></ul><ul><li>Include postal address in all communications </li></ul><ul><li>Never rent lists or do email appends </li></ul>
    34. 36. European Union <ul><li>Data Protection Directive </li></ul><ul><li>Privacy Law not Email Law </li></ul><ul><li>Opt-in, not Opt-out </li></ul><ul><li>7 Principals: </li></ul><ul><ul><li>Notice </li></ul></ul><ul><ul><li>Purpose </li></ul></ul><ul><ul><li>Consent </li></ul></ul><ul><ul><li>Security </li></ul></ul><ul><ul><li>Disclosure </li></ul></ul><ul><ul><li>Access </li></ul></ul><ul><ul><li>Accountability </li></ul></ul>
    35. 37. Asia-Pacific Privacy Framework <ul><li>Forum of 21 Pacific Rim countries </li></ul><ul><li>Privacy Principles: </li></ul><ul><ul><li>Preventing Harm </li></ul></ul><ul><ul><li>Notice </li></ul></ul><ul><ul><li>Collection Limitations </li></ul></ul><ul><ul><li>Uses of Personal Information </li></ul></ul><ul><ul><li>Choice </li></ul></ul><ul><ul><li>Integrity of Personal Information </li></ul></ul><ul><ul><li>Security Safeguards </li></ul></ul><ul><ul><li>Access and Correction </li></ul></ul><ul><ul><li>Accountability </li></ul></ul>
    36. 38. Rest of World <ul><li>Existence, detail and enforcement of privacy law in countries around the world vary dramatically </li></ul>
    37. 39. Compliance Resources <ul><li>Morrison & Foerster's International Privacy Library </li></ul><ul><li> </li></ul><ul><li>Email Spam Legislation by Country </li></ul><ul><li> </li></ul><ul><li>U.S. CAN-SPAM Act of 2003 </li></ul><ul><li> </li></ul><ul><li>Canada - Marketer’s Guide to Applying CASL </li></ul><ul><li> </li></ul><ul><li>Email Sender and Provider Coalition (ESPC) </li></ul><ul><li> </li></ul>
    38. 40. Deliverability Blogs <ul><li>Return Path </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Word to the Wise </li></ul><ul><li> </li></ul><ul><li>Al Iverson </li></ul><ul><li> </li></ul>
    39. 41. Thank You!