Signed! Sealed! Blocked?! Tips for Improving Email Deliverability


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Lead by Informz deliverability expert Greg Robinson, this webinar will outline the basics of email deliverability and sender reputation. Discover how technology can influence email deliverability and walk away with a toolkit to help you transform your sender practices and reputation, ultimately achieving better email delivery rates.

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Signed! Sealed! Blocked?! Tips for Improving Email Deliverability

  1. 1. Signed, Sealed, Blocked?Tips for Improving Email Deliverability<br />Moderator: Jeanette Arrighi, MBA – Informz<br />Guest: Greg Robinson – Informz<br />Twitter: #Informz<br />
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  3. 3. Why is Deliverability Important?<br />Nobody can read an email they never received<br />First step to the success of your marketing campaign<br />It has long-lasting effects<br />
  4. 4. Introductions<br />Greg Robinson<br />Deliverability Manager<br />Informz<br />
  5. 5. Factors in Deliverability<br />Content Filtering<br />Subscriber Engagement<br />Sender Reputation<br />
  6. 6. Content Filtering<br />Avoid non-pdf attachments<br />Maintain a high text-to-image ratio<br />Be careful in crafting the subject line<br />Analyze spam you receive – do the opposite<br />TEST!<br />
  7. 7. Testing<br />Consider how your email looks<br />
  8. 8. Subscriber Engagement<br />The “last on top” rule is no more when sending to various ISPs<br />Subscribers have more control over the inbox experience and incoming mail placement<br />ISPs look at subscriber interaction in determining placement of new messages<br />
  9. 9. Inbox Control<br />Hotmail solicited user input when redesigning their inbox functionality<br />Behavioral metrics factor into whether an email is “inbox worthy” or not<br />Analyzed behavior includes whether or not messages are read, deleted and/or replied to<br />
  10. 10. Inbox Control<br />Gmail’s “priority Inbox” allows users to sort messages into various categories<br />If your message is tagged “Unimportant”, your sender reputation may be affected.<br />Opens and clicks also factor in to engagement analysis for future placement by Gmail<br />
  11. 11. Engaging Subscribers<br />Allow subscribers to set their preferences for mail<br />
  12. 12. Engaging Subscribers<br />Ask subscribers to add you to their address book<br />
  13. 13. Engaging Subscribers<br />Monitor subscriber engagement (or lack there of)<br />
  14. 14. What is Sender Reputation?<br />Sender Reputation = Trustworthiness<br />
  15. 15. What is our Sender Reputation?<br /><br />
  16. 16. What is our Sender Reputation?<br />Text<br />
  17. 17. Improve Your Reputation<br />Avoid shared or purchased lists<br /> Remove old and inactive addresses to keep data current<br /> Confirm opt-ins via email to reduce submission of invalid addresses<br />
  18. 18. Improve Your Reputation<br /><ul><li>Master the art of targeting the right person with the right message, at the right time</li></ul>Relevancy = Results<br />
  19. 19. Feedback Loop<br />FBLs allow ISPs to forward spam complaints to a provided email address, so the recipient can be unsubscribed.<br />Should be a fraction of a percent, aim for <0.1%. <br />
  20. 20. Achieving Whitelisting<br />Request that the domain’s email admin Whitelist your sending IP address.<br />Mail from whitelisted senders can often skip over some spam filters and go to the inbox.<br />
  21. 21. What else can we do?<br />Consider Sender Authentication, such as DKIM and Sender-ID<br />Sender Authentication helps verify who an email is actually coming from <br />
  22. 22. Recap<br />Content still matters<br />Engagement leads improved sender reputation<br />Be pro-active in monitoring reputation<br />Become an authenticated sender<br />
  23. 23. Questions?<br /><br />Follow us online:<br /><br /><br />