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Stay Out of the Penalty Box: Email Deliverability with SendGrid + Sendwithus

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About the Webinar

You spend lots of time, effort, and budget making great emails - but very few people will see your campaigns if you have a bad sending reputation.

Luke Martinez, deliverability expert from SendGrid, will share insider knowledge to stay on the "good" reputation list. After you master how to land in the inbox, Kelly Kenney, marketer at Sendwithus, will review ways to try new content and tactics while keeping deliverability in check.

A Few Highlights

9 most important email engagement metrics for sending reputation

Top 4 expectations for senders

How to use A/B testing to try new things without impacting deliverability

Published in: Software
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Stay Out of the Penalty Box: Email Deliverability with SendGrid + Sendwithus

  1. 1. Stay Out of the Penalty Box: Email Deliverability with SendGrid + Sendwithus With Luke Martinez (SendGrid) & Kelly Kenney (Sendwithus)
  2. 2. Hi, I’m Luke ● Deliverability Consultant | SendGrid ● Problem Solver, Deliverability Expert ● Recovering food service professional.
  3. 3. Hi, I’m Kelly ● Marketing @ Sendwithus ● Over 9 years in the Tech marketing field ● Email nerd, animal lover and cheese enthusiast
  4. 4. Housekeeping ● SendGrid / Sendwithus Questions ● Follow-up Recording ● Swag Giveaway
  5. 5. ● Email template management ● Iterate / Optimize without deploying code ● Set up A/B tests, drip campaigns ● Connect to Database directly, API from app or upload via CSV Sendwithus & SendGrid ● Email API: Infrastructure ● Email Marketing: Marketing Campaigns ● Email Experts: SendGrid Expert Services
  6. 6. SendGrid Overview ● Founded in 2009 ● Based in Denver, CO with offices in Orange County, CA and Redwood City, CA ● Leading delivery platform for customer communication ● Send 1B emails per day for companies worldwide
  7. 7. Sendwithus Overview ● Y Combinator company (founded Jan. 2013) ● Based in Victoria, BC and San Francisco, CA ● Control + Optimize Email ● Top 300 Email sender Worldwide
  8. 8. Today’s Objectives ● Deliverability: What is it and why should it matter to you? ● Most important email metrics for sending reputation ● Top 4 expectations for senders ● A/B Testing + Deliverability ● Questions? We got answers
  9. 9. Email: ROI MVP Reference: http://www.emailmonday.com/wp-content/uploads/2015/04/National-client-email-2015-DMA.pdf $1 $38
  10. 10. Don’t let this happen to you $6M
  11. 11. How to prevent lost revenue?
  12. 12. How to prevent lost revenue? Monitoring engagement, and keeping a close eye on delivery metrics and trends greatly reduces the likelihood of inbox placement issues.
  13. 13. How to prevent lost revenue? Deliverability is a moving target. Inbox providers and spam filters are constantly changing the rules that determine whether or not your mail makes it to your subscribers.
  14. 14. What is Deliverability? 250ok? End to end time? Inbox placement? Opens? Clicks? ROI? What is Deliverability?
  15. 15. What is Deliverability? Reputation 250ok End to end time Inbox placement Opens Clicks ROI What is Deliverability?
  16. 16. Back in the day...
  17. 17. Deliverability = Reputation IP Reputation 2 + 2 = 4
  18. 18. Deliverability = Reputation In 2016
  19. 19. Deliverability = Reputation IP Reputation Domain ReputationContent Reputation ● SPF Domain ● DKIM Domain ● From Domain ● Template ● Links/URLs ● Syntax ● Dedicated/Shared ● IP Neighborhood ● IP Count
  20. 20. 9 Most Important Engagement Metrics Engagement ● Open ● Click ● Unsubscribe ● Spam report ● Add to contacts ● This is not spam ● Move to primary ● Reply ● Forward
  21. 21. List Hygiene List Hygiene ● Invalid addresses ● Spam Traps ● Time since last engaged ● Time since last engaged ● Time since last engaged
  22. 22. Sending to recipients who haven’t engaged in six months is the kiss of death for your reputation. Anti-Spam Team - Hotmail
  23. 23. Top 4 Expectations for Senders Monitor engagement and send accordingly. ● Send less mail to less engaged recipients. ● Remove recipients who do not engage for an extended period of time. ● When open rates drop, send less mail.
  24. 24. Top 4 Expectations for Senders Honor unsubscribes and spam reports. ○ Keep spam report rate below 0.08% ○ Make it easy for recipients to leave your mailing list.
  25. 25. Top 4 Expectations for Senders Honor unsubscribes and spam reports: ○ Make it easy for recipients to leave your mailing list. Marketing Perspective
  26. 26. Top 4 Expectations for Senders Honor unsubscribes and spam reports: ○ Make it easy for recipients to leave your mailing list. Marketing Perspective
  27. 27. Top 4 Expectations for Senders Honor unsubscribes and spam reports: ○ Make it easy for recipients to leave your mailing list. Marketing Perspective
  28. 28. Top 4 Expectations for Senders Honor unsubscribes and spam reports: ○ Talk to your customers in their language, not yours Marketing Perspective
  29. 29. Top 4 Expectations for Senders Text to Image ratio ● 2-4 sentences of text per image is a good rule of thumb. ● If an email consists of only a single image, ISPs have no way of determining the nature of the email.
  30. 30. Top 4 Expectations for Senders Whenever possible, be consistent with your sending domain(s) and IP(s) ● New IPs and domains are inherently untrustworthy. ● Work on establishing and maintaining a good reputation rather than trading IPs and domains when deliverability problems arise.
  31. 31. You’ve got great Deliverability - now what?
  32. 32. Transactional Email ● Sent automatically in response to a user’s action on your app ● Welcome email - 4x more opens and 5x more clicks vs marketing email ● Notification email - second highest engagement rate ● Receipt email - 64% of consumers consider these the most valuable messages ● People expect them and read them - take advantage! Let’s start with Transactional Emails
  33. 33. Let’s start with Transactional Emails Inbox providers are generally sympathetic to Transactional mail that ends up in the spam folder. ● Password resets ● Confirmation emails ● Receipts ● Invoices ● Legal notifications Marketing/promotional email gets treated very differently by the Inbox provider - ideal to segment to protect these messages. Tech Perspective
  34. 34. Transactional Emails: A/B testing ● Don't assume - A/B Test! ● Treat email like a landing page ● You can test: ○ SUBJECT LINES ○ INTRO TEXT ○ BODY STYLE ○ HEADINGS ○ CTAs and MORE!
  35. 35. Email A/B Testing Basics High Low High Yay! Subject Low Body, CTA Subject, Body, CTA Open Rate ClickRate ● Segment to a subset of your most engaged audience ● Test 1 element at a time ● Apply learnings to the entire list and/or other emails
  36. 36. Email A/B Testing Basics High Low High Yay! Subject Low Body, CTA Subject, Body, CTA Open Rate ClickRate ● Segment to a subset of your most engaged audience ● Test 1 element at a time ● Apply learnings to the entire list and/or other emails
  37. 37. A/B Test offer in Transactional email ● Prompt users to perform an action ● A/B test messaging and offers ● Retail brand examples: ○ Added something to cart ○ Completed purchase ○ Review product ○ Repeat purchase
  38. 38. Wrapping Up ● Sending Reputation = ● With list hygiene, time since last engaged is key ● Make unsubscribes easy + honor their request ● Be consistent with IP addresses + email frequency ● A/B test messaging, offers to a segment
  39. 39. Questions? kelly@sendwithus.comluke.martinez@sendgrid.com

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