Getting Emails Deliveredin the World of the Intelligent Inbox<br />
About Silverpop<br />1,400+ customers<br />Across 38 countries<br />24 billion emails sent per annum across our customer b...
Why spend 45 minutes today talking about deliverability?<br />
Because it isn’t a technical issue…<br />
It’s a business issue…<br />
Just how big of an issue is it?<br />
€<br />It could be a €400,000 problem for your business<br />
Let’s do the maths<br />25,000,000 emails per annum <br />   X €0.10 revenue per email sent<br />=========================...
Not convinced?<br />
Let’s do the different maths<br />You spend €50,000 per annum on email marketing<br />   X €47 per €1 spent in return<br /...
What makes for good deliverability?<br />
Art<br />Science<br />
It’s all about Engagement<br />
Each ISP has their own rules for using reputation to determine inbox placement.<br />Yahoo!<br />Hotmail<br />Gmail<br />C...
Unknown User<br />Spam Trap<br />Complaint<br />
How Can I Improve Engagement?<br />17<br />
Welcome Series<br />
Promote Update in Welcome Email<br />
Optimising Delivery Time<br />
Little TikesIncreased metrics across the board with Send Time Optimization<br />Overview<br />Regular weekly promotional e...
EncyclopaediaBrittanicaEncyclopaediaBrittanica  solves decade-old marketing dilemma of when to send an email by using Silv...
Preference Centres<br />
Master the art of Email Marketing Ju-Jitsu<br />
Take a break. Hit Snooze.<br />3-5 per cent decrease in unsubscribes.<br />
Worry (a lot) about your Reputation<br />
Infrastructure<br />List Hygiene<br />Complaints<br />IP Permanence<br />Message Quality<br />Engagement<br />Reputation i...
But how do I knowwhat my sender reputation is?<br />
Authentication<br />
Types of Authentication<br />SPF (Sender Policy Framework)<br />Sender ID<br />DomainKeys<br />DKIM (DomainKeys Identified...
Why we need authentication<br /><ul><li>Spoofing
Phishing
Spam</li></li></ul><li>What Authentication Does and Doesn’t Do<br />
Does<br />Verify Sender<br />Establishes Reputation<br />Sets Foundation for Domain Reputation<br />Implicit Benefits<br /...
No Explicit Deliverability Benefits
Doesn’t Stop Phishing or Spoofing</li></li></ul><li>
The Deliverability Lifecycle<br />
Deliverability Lifecycle<br />
Why not Automate Ramp-Up and IP Warming?<br />
Deliverability in the Real World<br />
IntertopsGaming company find less is more when it comes to deliverability<br />Company<br />One of the largest sites for s...
IntertopsGaming company find less is more when it comes to deliverability<br />Overview of Solution/Benefits<br />Reduced ...
Latest Trends to Watch<br />
Google Priority Inbox<br />
Hotmail Sweep<br />
“The number of worldwide email accounts is projected to increase from over 2.9 billion in 2010, to over 3.8 billion by 201...
By 2014, the average consumer will receive 9,000 email marketing messages a year.<br />
A Quick Look Back<br />Deliverability is a significant business issue.<br />It is part art and part science...And,It is 10...
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Getting Emails Delivered in the World of the Intelligent Inbox

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Getting Emails Delivered in the World of the Intelligent Inbox

  1. 1. Getting Emails Deliveredin the World of the Intelligent Inbox<br />
  2. 2. About Silverpop<br />1,400+ customers<br />Across 38 countries<br />24 billion emails sent per annum across our customer base<br />97% avg. deliverability rate<br />
  3. 3. Why spend 45 minutes today talking about deliverability?<br />
  4. 4. Because it isn’t a technical issue…<br />
  5. 5. It’s a business issue…<br />
  6. 6. Just how big of an issue is it?<br />
  7. 7. €<br />It could be a €400,000 problem for your business<br />
  8. 8. Let’s do the maths<br />25,000,000 emails per annum <br /> X €0.10 revenue per email sent<br />==============================<br />€ 2,500,000revenue per annum <br />==============================<br />Average industry delivery rate 85%<br />€375,000left on the table (undelivered)<br />
  9. 9. Not convinced?<br />
  10. 10. Let’s do the different maths<br />You spend €50,000 per annum on email marketing<br /> X €47 per €1 spent in return<br />==============================<br />€ 2,350,000revenue per annum <br />==============================<br />Average industry delivery rate 85%<br />€352,500left on the table (undelivered)<br />
  11. 11. What makes for good deliverability?<br />
  12. 12. Art<br />Science<br />
  13. 13.
  14. 14. It’s all about Engagement<br />
  15. 15. Each ISP has their own rules for using reputation to determine inbox placement.<br />Yahoo!<br />Hotmail<br />Gmail<br />Comcast<br />AOL<br />
  16. 16. Unknown User<br />Spam Trap<br />Complaint<br />
  17. 17. How Can I Improve Engagement?<br />17<br />
  18. 18. Welcome Series<br />
  19. 19.
  20. 20. Promote Update in Welcome Email<br />
  21. 21. Optimising Delivery Time<br />
  22. 22. Little TikesIncreased metrics across the board with Send Time Optimization<br />Overview<br />Regular weekly promotional email<br />Established open and click rate trends<br />Results on first send<br />Open rates increased 20%<br />Click rates increased 30%<br />Total revenue generated increased 75%<br />Average value per order grew 35%<br />Using Silverpop’s Send Time Optimization feature has allowed Little Tikes to take a more sophisticated approach to our email marketing with no extra effort on our end. --Julie Gibson Email Coordinator, Little Tikes<br />
  23. 23. EncyclopaediaBrittanicaEncyclopaediaBrittanica solves decade-old marketing dilemma of when to send an email by using Silverpop’s Send Time Optimization feature<br />Business Challenges<br />Finding an innovative way to boost sales for its online store<br />Targeting emails to their customer’s specific window for purchasing<br />Overview of Solution/Benefits<br />The company first tested the feature in an email alerting its 120,000 subscribers to the company’s Spring Sale. The results included: <br />20-46% increase in open rates<br />30-50% increase in click rates<br />30% increase in total number of orders per campaign<br />EB has now made STO a standard in their campaigns<br />“If I can get to our email subscribers when they want to hear from me, that made a lot of sense to me. It gave me a competitive advantage.”<br /><ul><li>-Kassie Stephenson Adams</li></ul>Director of Consumer Marketing and Campaign Management, EncyclopaediaBrittanica<br />
  24. 24. Preference Centres<br />
  25. 25. Master the art of Email Marketing Ju-Jitsu<br />
  26. 26. Take a break. Hit Snooze.<br />3-5 per cent decrease in unsubscribes.<br />
  27. 27. Worry (a lot) about your Reputation<br />
  28. 28. Infrastructure<br />List Hygiene<br />Complaints<br />IP Permanence<br />Message Quality<br />Engagement<br />Reputation is a set of metrics based on your sending behaviour<br />
  29. 29. But how do I knowwhat my sender reputation is?<br />
  30. 30.
  31. 31. Authentication<br />
  32. 32. Types of Authentication<br />SPF (Sender Policy Framework)<br />Sender ID<br />DomainKeys<br />DKIM (DomainKeys Identified Mail)<br />
  33. 33. Why we need authentication<br /><ul><li>Spoofing
  34. 34. Phishing
  35. 35. Spam</li></li></ul><li>What Authentication Does and Doesn’t Do<br />
  36. 36. Does<br />Verify Sender<br />Establishes Reputation<br />Sets Foundation for Domain Reputation<br />Implicit Benefits<br />Feedback Loop<br />Trust Icons in the Email Client<br />Assurance for your Brand<br /><ul><li>Does Not
  37. 37. No Explicit Deliverability Benefits
  38. 38. Doesn’t Stop Phishing or Spoofing</li></li></ul><li>
  39. 39. The Deliverability Lifecycle<br />
  40. 40. Deliverability Lifecycle<br />
  41. 41.
  42. 42.
  43. 43. Why not Automate Ramp-Up and IP Warming?<br />
  44. 44. Deliverability in the Real World<br />
  45. 45. IntertopsGaming company find less is more when it comes to deliverability<br />Company<br />One of the largest sites for sports betting, casino, poker and games<br />Business Challenges<br />Email incorrectly being identified as spam<br />An aged email database w/ some subscribers older than 10 years<br />Inaccurate deliverability reporting from an internal system<br />
  46. 46. IntertopsGaming company find less is more when it comes to deliverability<br />Overview of Solution/Benefits<br />Reduced list size by 75% removing invalid and inactive addresses<br />Implemented a promotional email and newsletter program focused on relevancy <br />20-30% increase in open rates<br />10% increase in conversion rates<br />100% increase in deliverability. Now 20% higher than industry average<br />
  47. 47. Latest Trends to Watch<br />
  48. 48. Google Priority Inbox<br />
  49. 49.
  50. 50.
  51. 51. Hotmail Sweep<br />
  52. 52.
  53. 53.
  54. 54. “The number of worldwide email accounts is projected to increase from over 2.9 billion in 2010, to over 3.8 billion by 2014.”<br />
  55. 55. By 2014, the average consumer will receive 9,000 email marketing messages a year.<br />
  56. 56.
  57. 57.
  58. 58. A Quick Look Back<br />Deliverability is a significant business issue.<br />It is part art and part science...And,It is 100% about engagement!<br />Engage with recipients early and on their terms<br />Worry about your reputation... A lot!<br />Brace for more change. More technology. More complexity.<br />
  59. 59. Resources<br />Resource Centreat silverpop.com<br />White papers<br />Webinars<br />Blogs<br />Case studies<br />Newsletters<br />Presentations on SlideShare<br />www.slideshare.net/Silverpop<br />
  60. 60. Thank you!<br />

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