Think You Know Everything About Deliverability?
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The document discusses email deliverability and how perceptions do not always match reality. It begins by outlining some commonly held beliefs about what impacts deliverability, such as IP reputation and complaint levels. However, it then explains that deliverability is actually determined by many interconnected factors beyond just IP, like domain reputation, link reputation, and content reputation. ISPs measure over 100 variables when determining deliverability. The future of deliverability relies more on organizational reputation across all communication channels and understanding individual recipients rather than overall delivery statistics. The secret to great deliverability is knowing your mailstreams, providers, and recipients.
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Think You Know Everything About Deliverability?
- 1. 1 Laura Atkins Author, “Word to the Wise” Blog and Deliverability Expert Autumn Tyr-Salvia Director of Email Standards and Best Practices, Message Systems Think you know everything about email deliverability? September 23, 2014
- 2. 2 A link to the webinar replay will be provided via email following the presentation 2 Participate in Today’s Discussion… Tweet #deliverability Follow us on Twitter @messagesystems @wise_laura @aceofemail Follow us on Linkedin Message Systems
- 3. Word to the Wise | September 2014 Deliverability Consistently ge<ng email to the inbox
- 4. Add Photo Here Laura Tessmer Atkins Founding Partner, Word to the Wise Laura has more than 13 years of experience addressing Internet abuse issues, improving email deliverability and promoKng email markeKng best pracKces. Before founding Word to the Wise, Laura led the outsourced abuse desk group for the Mail Abuse PrevenKon System (the industry's first anK-‐ spam blacklist).
- 5. Deliverability 1. Review: What everyone thinks they know 2. Facts: What everyone should know. 3. Changes: ProtecKng deliverability in the long term
- 7. What Everyone Knows
- 8. IP ReputaKon • Usually means the IP connecKng to the receiving mail server • Hard for senders to forge • First real blocking of spam by servers done by IP • Not parKcularly precise
- 9. Complaints • Acceptable complaint levels < 0.3% • Levels above 0.3% correlate with delivery problems • Lower levels always be^er
- 10. Spamtraps • Spamtraps are email addresses used to catch senders and block their mail • One spamtrap can cause your mail to be blocked
- 11. Bounces • Rates < 5% are acceptable • Rates > 10% usually lead to deliverability problems • Only unknown users are counted, not any spam or other types of bounces
- 12. What Everyone “Knows” is Wrong
- 14. IP Rep: Not the Sole Factor • Domain ReputaKon • Link ReputaKon • Content ReputaKon
- 15. Domain ReputaKon • Usually talking about From or authenKcated domains • Any domain present in an email can trigger filtering • Used to be^er separate out mail from shared IPs
- 16. URL / Link ReputaKon • For IPs that have grey area reputaKons, URL reputaKon allows for more precise blocking • Used to block malicious mail • MenKoning a URL with a bad reputaKon can get mail blocked or filtered • Some filters look at the website IP or landing page
- 17. Content ReputaKon • Spammers started snowshoeing to get around IP reputaKon filters • ISPs started tracking content coming from mulKple IP addresses • Condense content down to a fingerprint • Block based on the fingerprint
- 18. What is Measured • ISPs measure many things about every email • Measurements applied to IP, URLs, domains and content • Gmail states they evaluate more than 100 different variables
- 19. Measurements
- 20. Complaints • Measure number of this is spam hits by recipients • Only mail in the inbox can be complained about • Measure how wanted an email is
- 21. Bad Addresses
- 22. Recipient Profile • Look for unusual acKvity among recipients • Heavily spammed addresses can be used to idenKfy spam
- 23. Malicious Content • Phishing mail • Virus transmi<ng mail • Known bad URLs • Content coming from many, many IP addresses
- 24. Only highlights of some of the things ISPs measure
- 26. But Wait! There’s more
- 29. ReputaKon in the future
- 30. Deliverability Changes • ISPs focusing on more individualized delivery • ISPs looking more at organizaKonal reputaKon rather than just email or IP reputaKon • Seed accounts becoming less accurate measures of delivery
- 31. Individualized Delivery • Change from a numbers game to a targeKng game • Engaged recipients will receive mail in their inbox
- 32. OrganizaKonal ReputaKon • ALL mail streams ma^er • Fewer opportuniKes for 3rd party mailers • Less opportunity to moneKze address lists
- 33. Seed Lists • Seed lists have unusual recipient profiles • Major mailbox providers have stated that senders should not rely on seed lists to tell them about delivery
- 38. Secret to Great Deliverability
- 39. Secret to Great Deliverability
- 40. Secret to Great Deliverability
- 41. Secret to Great Deliverability
- 42. Secret to Great Deliverability
- 43. Secret to Great Deliverability
- 44. Secret to Great Deliverability
- 45. Laura Atkins Word to the Wise • h^p://wordtothewise.com/blog • @wise_laura
- 46. 46 Poll Question A. In-house MTA (e.g., Message Systems) B. ESP (e.g., ExactTarget) C. In-house/DIY (e.g., Postfix) 46
- 47. 47 Message Systems: The Leader in Messaging 20%
- 48. 48 Email / Marketing Services Providers Social Networking Daily Deals Telco Financial Services Consumer Technology Travel & Hospitality Publishing & Media Hosting & SaaS Sampling of Key Customers by Vertical Markets
- 49. 49 Key Takeaways § Most marketers spend on email but don’t use it optimally
- 50. © 2012 Forrester Research, Inc. Reproduction Prohibited A better mix to optimize email spend? 50 38%
- 51. 99 % EMAILS DELIVERED 22 % OPT-‐IN EMAILS NOT GETTING THRU 17
- 52. 52 FTP ESP Report 99% Delivery RP Report 78% Delivery • FTP Package of User and Content Data in ZIP file • Log Into ESP System To Manage/Send Campaign • ISP Filters Delivery To Inbox • Delivery Data Reported to ESP • Engagement Data Reported ESP • Daily Data Bundle Downloaded Your Company Sending through an ESP ESP ISP Engagement Data Delivery Data24-72 Hour Delay
- 53. 99 % EMAILS DELIVERED 22 % OPT-‐IN EMAILS NOT GETTING THRU 17 % ESP DEDICATED INCREASED DELIVERY
- 54. 54 • Injects Events to Momentum • Momentum Manages Delivery to ISP • ISP Filters To Inbox • Delivery and Engagement Data Feeds to Momentum in Real-Time Speed your engagement lifecycle and control your brand. Sending with Momentum ISP Delivery Data Engagement Data Your Company
- 55. 55 Key Takeaways § Most marketers spend on email but don’t use it optimally § Moving from an ESP to a dedicated system improves deliverability by 17% § 17% deliverability increase à 30% revenue increase § Automate processes to optimize deliverability through technology
- 56. 56 Adaptive Delivery with Momentum Patented technology that auto-tunes outbound email delivery parameters in real time to optimize delivery and safeguard reputation. • Mail stream segregation • Auto-tuned delivery parameters • Real-time traffic shaping • Real-time decision making, alerts and reports • Live rule updates • Configurable rules • Full FBL capabilities
- 57. 57 Adaptive Delivery Results 10 point Deliverability Gain FINANCIAL NEWSLETTER Deliverability April May June July August 0.85 0.90 0.95 AD Tuning Period Source: Leading publisher/distributor of opt-in financial newsletters.
- 58. 58 Adaptive Delivery Results INTERNATIONAL NEWSLETTER Deliverability April May June July August 0.85 0.90 0.95 • Deliverability Stabilized • Manual Effort Eliminated AD Tuning Period Source: Leading publisher/distributor of opt-in financial newsletters.
- 59. 59 Translates into Real Revenue Results "When we have delivery and reputation issues, we know about them right away, and we can resolve problems proactively. Momentum with Adaptive Delivery has certainly had a positive impact on customer satisfaction…. We’ve been sending nearly 60 million messages a week at 99.15% deliverability. It was as high as 99.3% last week!” JAMES THOMPSON DIRECTOR OF EMAIL OPERATIONS, INFUSIONSOFT INCREASED REVENUE WITHOUT MS WITH MS CHANGE
- 60. 60 Key Takeaways § Most marketers spend on email but don’t use it optimally § Moving from an ESP to a dedicated system improves deliverability by 17% § 17% deliverability increase à 30% revenue increase § Automate processes to optimize deliverability through technology § Focus resources on improving the user experience
- 61. Thank you! 61 Follow us on Twitter: • @messagesystems Follow us on Linkedin: • Message Systems Visit Us • www.messagesystems.com Contact Us • info@messagesystems.com