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iContactPlus DM News deliverability webinar


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A detailed presentation on inbox deliverability best practices.

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iContactPlus DM News deliverability webinar

  1. 1. Reaching the InboxSecrets to SuccessPart 1<br />
  2. 2. Agenda<br /><ul><li>Consumer Landscape
  3. 3. Email Landscape
  4. 4. Best Practices</li></li></ul><li>Consumer Landscape<br />
  5. 5. What Consumers Want…<br /><ul><li>Relevancy
  6. 6. On Demand
  7. 7. Community
  8. 8. Delightful Experience</li></li></ul><li>Factors Affecting the Consumer<br />
  9. 9. Email Landscape<br />
  10. 10. 20% of Mail Never Makes it to the Inbox<br />7<br />
  11. 11. Deliverability is Cited as Top Challenge by Marketers<br />8<br />
  12. 12. Anatomy of ISP Delivery Process<br />AOL Internal Blacklists<br />AOL Reputation Metrics - ”Abuse Data”<br />AOL Volume Filters<br />In Address Book<br />Enhanced White List<br />No White List<br />Standard White List<br />Certified Mail<br />AOL Rules & Bayesian/Signature <br />URL Blocklists<br />Recipient Bayesian<br />Recipient Rules<br />Inbox<br />Spam box<br />Block/bounce<br />
  13. 13. ISPs Scorecard of a Mailers Reputation<br /><ul><li>Hotmail
  14. 14. AOL</li></li></ul><li>Issues Impacting Delivery<br /><ul><li>Mailing System
  15. 15. Business Policies
  16. 16. Reputation
  17. 17. Design & Content
  18. 18. Data Management</li></li></ul><li>How Engaged Are Your Customers?<br />
  19. 19. Best Practices<br />
  20. 20. Best Practices<br /><ul><li>Register for Whitelist and Feedback Loops</li></ul><br /><ul><li>Review how emails render across various email clients
  21. 21. Run deliverability test via a 3rd party or independently
  22. 22. Identify inactive customers and consider removing them from all mailings
  23. 23. Identify original source of unsubscribes/FBLs and consider making alterations to acquisition methods</li></li></ul><li>Reaching the InboxSecrets to SuccessPart 2<br />
  24. 24. Today’s Topics on Deliverability<br />
  25. 25. Understand how it works<br />(1) Mail is sent<br /><ul><li>Could be an ESP or Individual Sender</li></ul>(2) Mail is “received”<br /><ul><li>Could be ISP or business</li></ul>(3) Mail is filtered with MANY different methods<br /><ul><li>Authentication (SPF, DKIM)
  26. 26. Blacklists and Whitelists
  27. 27. Sender reputation
  28. 28. Content filters
  29. 29. User safe lists</li></ul>(4) Mail is processed… “delivered”<br /><ul><li>Inbox
  30. 30. Spam folder
  31. 31. Bounced
  32. 32. Deferred (the black hole)</li></li></ul><li>Choose your destiny<br />“Senders that were listed on just one of the top 12 blacklists saw their delivery rates plunge to an average of 35%”. - Return Path (2008) <br />When you choose your email provider, you choose your deliverability destiny.<br />Two Types:<br />1) Pooled (Shared): Can be efficient, low cost, low risk2) Individual: Can be low cost<br />What’s it take to reach the inbox?<br /><ul><li> Warming up- Feedback loops- Whitelists- Blacklist monitoring</li></li></ul><li>Follow these guidelines<br />“75% of respondents say lack of relevance is the biggest reason subscribers choose to opt out, followed closely by sending too frequently.” - Return Path (2010) <br />There several things you can do to improve your odds of reaching the inbox.<br /><ul><li> Send a welcome message to all new subscribers- Ask subscribers to add you to their safe list, address book, etc- Use spam-check tools on your messages- Don’t include attachments or imbed any video/audio- Don’t use too many images or rely solely on images- Use a permission statement in your messages and sign up form</li></li></ul><li>Use these techniques<br />“Twenty percent of email in the US and Canada is still not making the inbox with 4% of email going to the “junk” or “bulk” folder and 16% going missing.” - Return Path (2010) <br />We also recommend:<br /><ul><li> Test your HTML designs for rendering problems- Consider using a confirmed opt in process- Run Return Path reports to test your inbox delivery- Segment your list and send targeted relevant messages- Finally, never consider buying, renting, or sharing lists</li></li></ul><li>Contact us to learn more<br />For copies of these slides, general questions or ideas please feel free to contact me directly:<br />Derek Edwards<br />iContact Account Executive<br />919-459-1440<br /><br />