Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Lyris: Manage Your Lists to Maximize Revenue

334 views

Published on

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Lyris: Manage Your Lists to Maximize Revenue

  1. 1. Manage your List to Maximize Revenue
  2. 2. © 2015 Lyris | 2 | Today’s Speaker Join the discussion on Twitter #Lyriswebinar Evan Burke Global Head of Deliverability Lyris, Inc.
  3. 3. © 2015 Lyris | 3 | Key Email Marketing Pain Points List Growth and Maintenance
  4. 4. © 2015 Lyris | 4 | Deliverability Basics Ideas for List Building Publisher Considerations for List Management Agenda
  5. 5. Deliverability Basics
  6. 6. © 2015 Lyris | 6 | Understanding Spam Filter Behavior What’s the best way to determine whether a mail is spam? Ask the person receiving it. Or, more broadly speaking: ask all of the recipients receiving it.
  7. 7. © 2015 Lyris | 7 | Spam Filtering – Key Metrics  Hard bounce rate  Spam complaints  Engagement (opens, clicks)  Messages reported as ‘not spam’
  8. 8. © 2015 Lyris | 8 | Spam Filtering – email configuration  From / Reply address  Authentication (DKIM, SPF, DMARC)  Domains used in messages  Links  Image URLs  “Envelope-From” / Return-Path  Sending IP address
  9. 9. © 2015 Lyris | 9 | Configuration benefits There are a few key ways this benefits your deliverability:  Greater control over your sending reputation  Helps ensure you won’t be affected by third party messages  ISPs recommend many forms of configuration  Enables use of certain feedback loops  Reduces susceptibility to reputation hijacking
  10. 10. © 2015 Lyris | 10 | The state of spam filtering The secret to good deliverability: Send email that people want to receive. That’s not so tricky, is it?
  11. 11. © 2015 Lyris | 11 | Managing metrics Key ways to keep metrics in line include:  No surprises  Recipients should expect your mail  Know who you are and why you’re emailing them  Keep the email relevant to the recipient  Establish a lifecycle program for recipients  Welcome message  Drip campaigns  Sunset policy
  12. 12. List Building
  13. 13. © 2015 Lyris | 13 | The first rule of sending to a purchased list is: Do NOT send to a purchased list
  14. 14. © 2015 Lyris | 14 | Why are purchased lists bad?  Data quality issues / spamtraps  High spam complaints  High hard bounces  Unexpected / unwanted mail These translate to deliverability issues – sometimes irreparable. Would you take a 20% drop in deliverability for up to 2 months – or sometimes more - for the short-term benefit you might get from a purchased list?
  15. 15. © 2015 Lyris | 15 | Improving the sign-up form Problem:  Lost sign-ups due to complicated sign-up forms  Can affect both B2B and B2C Solution:  Use a hybrid approach to acquiring an email address  Get the address first  Ask for additional detail after you have the email  Use automated follow-up if details are missing
  16. 16. © 2015 Lyris | 16 | Other Options  Pop-up Subscription Forms
  17. 17. © 2015 Lyris | 17 | Make your sign-up obvious
  18. 18. © 2015 Lyris | 18 | Be Descriptive Tell potential subscribers exactly what you plan to send them and how often.
  19. 19. © 2015 Lyris | 19 | Capture subscriber details directly in Facebook. Social Media: Facebook sign-up
  20. 20. © 2015 Lyris | 20 | Social Media: Twitter Lead Gen Cards Outdoor gear and apparel company Rock/Creek (@RockCreek) were able to capture over 1,700 new email addresses in less than a week. Twitters Lead Gen Cards allow you to capture email addresses through promoted tweets.
  21. 21. © 2015 Lyris | 21 | Don’t neglect recipients after sign-up Effective email list building has three key components: 1. Where and how you acquire the email addresses 2. How you welcome each new email subscriber 3. How you manage the relationship after the email opt-in
  22. 22. Publishers Considerations for List Management
  23. 23. © 2015 Lyris | 23 | Key challenges  Lots of lists to manage, often from different sources  Multiple marketing managers, with many responsibilities outside of email  Lack of centralized list management  Incomplete best practices, particularly in the area of deliverability infrastructure  Lower sending frequency can increase invalid rate
  24. 24. © 2015 Lyris | 24 | What do these lead to in practice?  Increased hard bounces  Widely varying sending reputation across lists / marketing managers  Actions of one marketing manager – or quality issues with one list – can impact deliverability for the entire organization  Inconsistent application of best practices
  25. 25. © 2015 Lyris | 25 | Solutions:  Centralize list management  If an address hard bounces for one list, remove it from others.  Consider doing this with spam complaints/unsubscribes as well, based on business needs  Define best practices for:  List management  List acquisition  Deliverability infrastructure  Activity segmentation  Lifecycle programs
  26. 26. © 2015 Lyris | 26 | Solutions continued…  Train marketing managers on processes and best practices  Design and implement policies for isolating accounts, where appropriate:  Separate sending IPs  Separate domains  Regularly review performance and configuration of each list/account with an eye towards reputation  Lyris’ DeliveryView consulting services can help you build policies and practices for optimizing deliverability.
  27. 27. © 2015 Lyris | 27 | Questions?
  28. 28. © 2015 Lyris | 28 | Trusted email marketing solution for some of the world’s largest B2C and B2B publishers, and media and entertainment companies How Lyris Can Help
  29. 29. © 2015 Lyris | 29 | Free Marketing Guide: A link to our guide, Publishers How-To Handbook for Managing & Optimizing Email Deliverability, will be provided in our “thank you” email. FOLIO Survey Report: A link to our 2014 Publishers Survey Report, Confronting the Shift from Print to Digital, will also be provided in our “thank you” email Continue the discussion: Twitter: #LyrisWebinar Thank You For Attending

×