The Ins and Outs ofB2B DeliverabilityKath PayEmail Marketing Expert @ Plan to Engage
Your presenter – Kath Pay• 10+ years of experience in  email marketing• Deliverability  Troubleshooter• Email Marketing  C...
About Plan to Engage• Email Marketing Strategy• Email Design & Coding• Deliverability Support• Email Vendor Selection• Con...
Email Marketing Best Practices for 2011 | Tamara Gielen                               4B2B’s unique challenges            ...
©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com   5
What does this mean to you?                            • No delivery                            • = No clicks             ...
Spam is whatever yourcustomers think….           ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com   7
Source of most deliverability issues• User complaints• Unknown users• Spam trap addresses• Sending infrastructure• Sending...
Senderscore is like…• A credit score• It’s your reputation as a  sender• Monitor it and build  upon it like a credit  scor...
Top 5 Effective B2B Tactics            ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com   10
Teamwork is imperativeInfrastructure     Reputation                   Content                   Data Quality• Whitelists &...
5 Key areas to greatdeliverability                       12
Permission• Opt-in only• Permission can’t be  bought or sold• Confirm with a  welcome  email/programme• Trust             ...
List Management• Remove hard bounces• Remove recurrent soft  bounces• Remove complaints• Re-engage inactives              ...
Technical• Volume Consistency• Unsubscribe Process• Infrastructure in place  & configuration• Certification• Authenticatio...
Relevance & Engagement• Set & Manage  Expectations• Segmentation• Think WIIFM• Lifecycle Marketing                        ...
Content & Message• Good clean code• Low image to text ratio• Optimise for clicks• Check rendering• Check spam filters• Des...
Some great resources                       18
Reputation Monitoring SitesSource: blog.wordtothewise.com• Sender Score – http://senderscore.org/.• Sender Base – http://s...
http://www.emailexpert.orgBlog by deliverability expert Andrew Bonar
http://blog.wordtothewise.com/Blog by deliverability experts Laura & Steve Atkins
http://www.spamresource.com/Blog by deliverability expert Al Iverson
http://blog.deliverability.comSome great advice and tutorials from a bunch of well-know deliverability experts
www.b2bemailmarketing.comA blog by Tamara Gielen of Plan to Engage
Questions?Kath Pay@kathpayKath@PlanToEngage.comwww.linked.com/in/kathpay                            25
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The Ins and Outs of B2B Deliverability by Kath Pay

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  • Many corporate inboxes are protected by systems like McAfee, Postini and Symantec, making it a challenge for B2B marketers to deliver email to these subscribers. In this year’s benchmark, marketers reported 65% of email was delivered to the inbox through these enterprise systems.
  • Smaller companies like to use webmail addresses for both b2b and b2c emails – larger file sharing over corporate email.Gmail being used also.
  • The Ins and Outs of B2B Deliverability by Kath Pay

    1. 1. The Ins and Outs ofB2B DeliverabilityKath PayEmail Marketing Expert @ Plan to Engage
    2. 2. Your presenter – Kath Pay• 10+ years of experience in email marketing• Deliverability Troubleshooter• Email Marketing Consultant, Trainer & Speaker @kathpay ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 2
    3. 3. About Plan to Engage• Email Marketing Strategy• Email Design & Coding• Deliverability Support• Email Vendor Selection• Conversion Optimization• Workshops & Training Courseswww.PlanToEngage.com ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
    4. 4. Email Marketing Best Practices for 2011 | Tamara Gielen 4B2B’s unique challenges • Protected by Postini, Messagelabs, McAffee and Symantec – default setting strict • 80% of email is delivered through these enterprise systems • 5% improvement from 2009Return Path’s Global Email Deliverability Benchmark Report, 1H 2011
    5. 5. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 5
    6. 6. What does this mean to you? • No delivery • = No clicks • = No ROI • Leaving money on the table ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 6
    7. 7. Spam is whatever yourcustomers think…. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 7
    8. 8. Source of most deliverability issues• User complaints• Unknown users• Spam trap addresses• Sending infrastructure• Sending consistency (volume & frequency)• Content and e-mail headers• Mailing history• Blacklisting• Lack of engagement• Lack of authentication ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 8
    9. 9. Senderscore is like…• A credit score• It’s your reputation as a sender• Monitor it and build upon it like a credit score ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 9
    10. 10. Top 5 Effective B2B Tactics ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 10
    11. 11. Teamwork is imperativeInfrastructure Reputation Content Data Quality• Whitelists & • Monitor Score • Inbox • Data Collection Feedback Loops • Complaint Rendering • IP Warming• Researching Processing • HTML Coding • Preference and meeting • Relevancy & • Spam Filters Management ISP’s Frequency • Add to Address • Bounceback expectation Book Processing• Volumes and • Set & Meet • Inactive Consistency Expectations Filtering• Authentication • Unsubscription• Complaints Process Procedure ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 11
    12. 12. 5 Key areas to greatdeliverability 12
    13. 13. Permission• Opt-in only• Permission can’t be bought or sold• Confirm with a welcome email/programme• Trust ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 13
    14. 14. List Management• Remove hard bounces• Remove recurrent soft bounces• Remove complaints• Re-engage inactives ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 14
    15. 15. Technical• Volume Consistency• Unsubscribe Process• Infrastructure in place & configuration• Certification• Authentication• Feedback Loops• Monitor Reputation ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 15
    16. 16. Relevance & Engagement• Set & Manage Expectations• Segmentation• Think WIIFM• Lifecycle Marketing ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 16
    17. 17. Content & Message• Good clean code• Low image to text ratio• Optimise for clicks• Check rendering• Check spam filters• Design for images off• Ask to be whitelisted• Use Alt Tags ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 17
    18. 18. Some great resources 18
    19. 19. Reputation Monitoring SitesSource: blog.wordtothewise.com• Sender Score – http://senderscore.org/.• Sender Base – http://senderbase.org/.• AOL reputation – http://postmaster.aol.com/cgi-bin/plugh/check_ip.pl Reports the reputation of IPs as determined by AOL.• RoadRunner blocks – http://security.rr.com/amIBlockedByRR Reports if a particular IP address is currently being blocked from sending mail to Road Runner.• Spamhaus blocks – http://www.spamhaus.org/ Reports if an IP is currently listed on any of the Spamhaus lists.• Sendmail Reputation – http://sendmail.com/sm/resources/tools/ip_reputation/ Reports reputation of an IP address as measured by Sendmail.• Trusted Source – http://www.trustedsource.org/.• Commtouch – http://www.commtouch.com/check-ip-reputation/• Barracuda Central – http://www.barracudacentral.org/lookups/• SNDS – http://postmaster.live.com/snds/ Will show IP addresses that are currently blocked by Microsoft. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 19
    20. 20. http://www.emailexpert.orgBlog by deliverability expert Andrew Bonar
    21. 21. http://blog.wordtothewise.com/Blog by deliverability experts Laura & Steve Atkins
    22. 22. http://www.spamresource.com/Blog by deliverability expert Al Iverson
    23. 23. http://blog.deliverability.comSome great advice and tutorials from a bunch of well-know deliverability experts
    24. 24. www.b2bemailmarketing.comA blog by Tamara Gielen of Plan to Engage
    25. 25. Questions?Kath Pay@kathpayKath@PlanToEngage.comwww.linked.com/in/kathpay 25

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