7 Email Deliverability Resolutions You Can Stick to in 2013

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Neolane and Return Path recently hosted a webinar entitled, “7 Practical Email Deliverability Resolutions You Can Stick to in 2013.” The premise was that setting email deliverability goals can be a lot like making New Year’s resolutions: if they are too vague or too daunting, they are more likely to be abandoned. For this reason, the presenters outlined practical resolutions that email marketers can actually keep in order to improve deliverability and email marketing ROI.

WATCH THE WEBINAR REPLAY: http://www.neolane.com/usa/resources/events/webinars/webinars-2013/7-practical-email-deliverability-resolutions

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7 Email Deliverability Resolutions You Can Stick to in 2013

  1. 1. Neolane and Return Path Present:7 Practical Email Deliverability7 Practical Email DeliverabilityResolutions You Can Stick to intoResolutions You Can Stick 2013 in 2013 #convmktg
  2. 2. Today’s Speakers Matt Rausenberger Alyssa Nahatis Sr. Director, Professional Director of Deliverability Services @ReturnPath @ANahatis #convmktg
  3. 3. #convmktg
  4. 4.  Resolution #1: I will reduce subscriber complaints. Keys to Success:  Monitor Inbox Placement Rates  Set Clear Expectations at Sign-up  Make it Easy to Unsubscribe  Identify the Root Cause of Complaints #convmktg
  5. 5.  Resolution #2: I will maintain positive customer engagement.Have a Conversation: Keys to Success: Listen & Learn  Integrate Cross-Channel Data Respond  Add Behavioral/1:1 Messaging Refine  Test & Optimize #convmktg
  6. 6.  Resolution #2: I will maintain positive customer engagement. (cont.) Triggered Over Business as Usual Examples: 140%  Cart Abandonment 120% +115%  Browse Abandonment 100%  Order Confirmations 80% +75%  eReceipts 60%  Shipping Confirmations 40%  Reminders 20%  Welcome/Thank You Emails 0% Open CTRSource: Epsilon, “Q3 2012 North America Email Trends and Benchmarks report” #convmktg
  7. 7.  Resolution #3: I will clean up my database and quit messaging my inactive subscribers. Keys to Success:  Segment Your List and Target Campaigns  Monitor Your Inactive Segment  Implement Re-Engagement Campaign  Don’t Email the Dead! #convmktg
  8. 8.  Resolution #4: I promise to provide a transparent opt-in process. Keys to Success:  Use Clear, Explicit Language  Set the Tone with Welcome Series  Never Pre-check the Box (CASL)  Permission Accordingly #convmktg
  9. 9.  Resolution #5: I will practice regular data hygiene.Keys to Success: Validate Email at Point of Collection Avoid Risky Email Acquisition Practices Leverage ECOA Monitor Unknown Users & Bounce Rates #convmktg
  10. 10.  Resolution #6: I will tailor message frequency to individual customers. Keys to Success:  Give Customers Control, but Balance with Behavioral Data  Define Frequency at the Relationship Level  Shift from Universal to Individual Contact Thresholds  Optimize Frequency Based on Perceived Relevance #convmktg
  11. 11.  Resolution #6: I will tailor message frequency to individual customers. (cont.) #convmktg
  12. 12.  Resolution #7: I will respect customer rights and preferences Keys to Success:  Maintain Rich Preference Center  Offer Multi-Channel Communication Options  Don’t just Collect Data, Use it! #convmktg  Honor Unsubscribe Requests
  13. 13. #convmktg
  14. 14. Watch the Full Webinar Watch the Webinar #convmktg

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