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Bonnie Malone - Email Reimagined
- 1. Make Your Emails Less 💩 Bonnie Malone Sr. Director, Consulting & Knowledge Return Path
- 3. We Know Email We have strong partnerships and access to rich data that grant us insight into all aspects of the email landscape.Partners We’ve built the world’s leading deliverability and optimization products.Solutions Our service team is comprised of the best and brightest minds in the email industry.Services We work with the world’s top brands across a wide variety of industries.Clients
- 4. Partners Return Path has built strategic partnerships with more than 100 companies across the email space, including: ESPs & Marketing Clouds Mailbox Providers Technology Partners
- 5. Solutions Deliverability We offer the industry’s most recognized and valued certified whitelist and data-driven solutions to help email marketers understand, increase, and monitor their deliverability and reputation, enabling them to immediately take action to ensure their messages reach subscribers’ inboxes. Optimization Our optimization solutions allow email marketers to ensure their emails are standing out in the inbox. With increased insight into how, where, and when customers are reading your email, you can improve opens, clicks, conversions, and ultimately your return on email investment.
- 6. Your business expects great things from your email marketing program
- 7. Because Email is Easy and Effective
- 8. 👧📧💩
- 9. Your Emails Aren’t Reaching the Inbox 📥
- 10. When They do, Few Open Your Emails 📖
- 11. If They Open, No One is Clicking 👇
- 12. 1 in 5 Emails Never Reach the Inbox 📧📧📧📧📧 🙀
- 13. Sending Identity Sender Reputation Subscriber Engagement Inbox Placement is Driven by 3 Things 😎 💍🥇
- 14. What Defines Sending Identity IP address Authentication Sending domain ＠ 🆔 🥇
- 15. What Defines Sender Reputation Length of Sending History Message Quality Subscriber Engagement Complaints List Quality Infrastructure 👎 🛀 🏠 🥇 📝 💍
- 16. What Defines Subscriber Engagement Messages read: A positive indicator that subscribers want to receive messages from a particular sender Messages forwarded: A positive indicator that the recipient desired the message and that others may want it, too Messages replied to: A positive indicator that a message is desired, and likely personal in nature Messages marked as “not spam:” Subscribers marking messages in the spam folder as “not spam” is a very strong signal to mailbox providers that email should have been delivered to the inbox Messages marked as spam: A negative signal that email is spam and does not belong in the inbox Messages deleted before reading: A negative indicator that your message wasn’t relevant or desired
- 18. Between 50% and 80% of email performance is based on the quality of your list
- 19. Poor list quality drives lower read rates
- 20. In some verticals, marketers can be twice as efficient at turning web traffic into subscribers
- 21. Index of list size to web traffic (worst performer = 100) Efficiency in turning traffic to subs varies dramatically
- 22. How do you improve list quality and size?
- 23. Better organic capture Invest in traffic sources with better address quality Use offers that drive better list quality 1 2 3
- 24. Sending Practices How You Deliver Mail Time , Suppression , Cadence
- 25. Subscribers are active at predictable times but personalized timing is hit or miss
- 26. Each subscriber is active at specific times
- 27. Average Spam Folder Placement at Gmail (average of domain spam rates) Inbox placement at Gmail is getting harder
- 28. Marketers focus on suppression to improve inbox placement However, suppression is not the only tactic that works
- 29. Traditional Reputation Global Engagement Gateway Delivery Agent Subscriber relative engagement List Quality Gmail Deliverability is Based on Engagement
- 30. High engagement with sender / High activity mailbox High engagement with sender / Low activity mailbox Low engagement with sender / High activity mailbox Low engagement with sender / Low activity mailbox Specifically, relative engagement
- 31. Smarter timing, ordering and suppression drive better Gmail inbox placement
- 32. Personalized frequency drives 5% to 30% more revenue
- 33. How do you improve sending practices ?
- 34. Tweak sending order to drive higher apparent global reputation 1 Tweak timing to make relative engagement higher2 Suppress known dead addresses3 For Gmail, Three Sending Practices Matter
- 35. People Open Based on Recognition, Subject Line 0% 10% 20% 30% 40% 50% 60% 70% Who it's from Subject Line Offer First few lines of email Do not open or receive email offers Expected length or size of email % of subscribers
- 36. How Long Should My Subject Line Be? • The most common length is 41 – 50 characters. • Subject lines 61 – 70 characters have the highest open rate. • However, there’s no real correlation between length and open rate.
- 37. Certain Keywords Tend to Increase Read Rate
- 38. …While Others Cause Them to Drop
- 39. 😀😀📧＝🏆 ∕ 💣😀
- 40. 😀 Emojis can help, but… Test first Don’t overdo it Have fun
- 41. • Twice the Average Open Rate • High deliverability
- 42. One in three people open me if I’m in the subject line. But 14x more people report me as “spam.”
- 43. How do you improve copy and creative?
- 44. Do more testing with subject lines Focus on urgency and benefits, not length Beware the novelty factor, but 💩 can make 📧 😍 😂 1 2 3
- 46. Questions? Bonnie Malone Sr. Director, Consulting & Knowledge bonnie.malone@returnpath.com Follow me: @fsubonnie @returnpath Download: http://rtpth.co/PhillyDigital