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Intro	  To	  Email	  Delivery	                                   	        Maintaining	  An	  Email	  Marke5ng	  Program	  ...
Introduc5on	  •  Welcome	  and	  Introduc5on	  •  Email	  Components	  &	  Terminology	  •  Why	  Deliverability	  MaGers	...
Email	  Components	  &	     Terminology	  
Email	  Lists	  •    Single	  Opt	  In 	   	      	  “Subscribe”	  •    Double	  Opt	  In	   	       	  “Subscribe	  and	 ...
Email	  Types	  •  Transac5onal	         –  Password	  Resets	         –  Welcome	  and	  Ac5va5on	         –  Triggered	 ...
Email	  Result 	  	  •    Open	  •    Click	  •    Unsubscribes	  •    Complaint	       –  Recipient	  has	  reported	  em...
Email	  Components	  •  List	  Management	     –  Subscribed	  user	  database	     –  List	  segmenta5on	  •  Content	  C...
Why	  Deliverability	  MaGers	  
Why	  deliverability	  maGers	  •  Only	  84%	  of	  permission	  based	  mail	  makes	  it	  to	  a	  user’s	     inbox	 ...
Evolu5on	  of	  Email	                                	                                             First	  large	      Co...
Email	  Marke5ng	  Management	                       Infrastructure	       Managing	       Customer	                      ...
Managing	  Customer	  Engagement	  
Managing	  Customer	  Engagement	  •  Why?	     –  Reputa5on	  is	  king	     –  Engagement	  is	  key	  •  How?	     –  H...
Gehng	  on	  your	  list	  •  Opt	  in	  method 	             	     	  Challenge 	            	     	     	  	      –  Dou...
Cadence	                                         Daily	  Complaints	  •  Customer	           2500	     Expecta5on	        ...
Tailoring	  Content	  	  •  Ini5al	  Reac5on	     –  Subject	  lines	  are	  relevant	     –  Mobile	  Formats	     –  Alt...
Gehng	  off	  your	  list	  •  Simple	  Unsubscribes	     –  One	  click	     –  Top	  of	  email	     –  Re-­‐join	  incen...
Manage	  Customer	  Engagement	                             Tailor	           Manage	  gehng	                            C...
Infrastructure	  
Infrastructure	  Planorm	  •  What	  do	  you	  need?	   	  Primary	  Source 	   	   	  	         –  List	  Management 	  ...
Infrastructure	  Types	  •  Email	  Campaign	  Mgt. 	   	  Bulk	  •  Mail	  Transfer	  Agent	   	   	  Bulk,	  Transac5ona...
Infrastructure	  Details	  •  IP	  Management	     –  Segmenta5on	  via	  IPs	     –  IP	  Pools	  •  Monitoring	     –  I...
Tes5ng	  
A/B	  Tes5ng	  •  Purpose:	  	  Op5mize	  customer	  conversions	  •  2	  or	  more	  varia5ons	  of	  a	  single	  elemen...
Seed	  Account	  Tes5ng	  •  ISPs	  don’t	  report	     inbox	  placement	  •  Sample	  mail	  to	     personal	  email	  ...
DynECT	  Email	  Delivery	  
DynECT	  Email	  Delivery	                      Repor3ng	               Deliverability	  Protec3on	                      •...
Thanks	  for	  listening!	  •  Signup	  for	  our	  newsleGer:	   	  dyn.com	  •  Follow	  our	  blogs:	   	   	   	   	  ...
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Dyn Webinar: Intro To Email Delivery & Deliverability

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Ever wonder what the heck email delivery is? Why does deliverability matter, you say? Check out this one-hour webinar featuring Dyn Director of Email Mike Veilleux and Dyn Director of Deliverability Steve Wheeler as they walk you through it and answer a ton of listener questions.

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Dyn Webinar: Intro To Email Delivery & Deliverability

  1. 1. Intro  To  Email  Delivery     Maintaining  An  Email  Marke5ng  Program     Mike  Veilleux   Steve  Wheeler  Director  of  Email,  Dyn   Director  of  Deliverability,  Dyn   @MikeVeilleux   @InboxExpert      
  2. 2. Introduc5on  •  Welcome  and  Introduc5on  •  Email  Components  &  Terminology  •  Why  Deliverability  MaGers  •  Maintaining  an  Email  Marke5ng  Program  •  Introduc5on  to  DynECT  Email  Delivery  •  Q&A  
  3. 3. Email  Components  &   Terminology  
  4. 4. Email  Lists  •  Single  Opt  In      “Subscribe”  •  Double  Opt  In      “Subscribe  and  Verify”  •  3rd  Party  Opt  In    “Subscribed  elsewhere”  •  Rented  /  Bought    “Who  knows…”  
  5. 5. Email  Types  •  Transac5onal   –  Password  Resets   –  Welcome  and  Ac5va5on   –  Triggered  Emails  •  Bulk   –  Daily  Deals   –  NewsleGers   –  Product  Releases    
  6. 6. Email  Result    •  Open  •  Click  •  Unsubscribes  •  Complaint   –  Recipient  has  reported  email  as  spam  to  ISP  •  Bounce   –  Hard  Should  not  retry   –  SoV    Retries  are  acceptable  
  7. 7. Email  Components  •  List  Management   –  Subscribed  user  database   –  List  segmenta5on  •  Content  Crea5on   –  Email  encoding  •  Email  Delivery   –  External  -­‐  Email  Service  Providers   –  Internal  -­‐  Mail  Transfer  Agent  
  8. 8. Why  Deliverability  MaGers  
  9. 9. Why  deliverability  maGers  •  Only  84%  of  permission  based  mail  makes  it  to  a  user’s   inbox  –  Return  Path  •  About  12%  of  that  being  lost  all  together  –  Return  Path  •  For  each  delivered  email  message,  four  are  blocked  for   spam  -­‐  Yahoo  •  This  gives  a  rela5ve  size  of  4x  volume  of  spam  to   permission  based  mail  •  Marketers  responsible  for  70%  of  “spam  complaints”  –   Return  Path  
  10. 10. Evolu5on  of  Email     First  large   Content   People  get  Email  born     Reputa5on   volume   filtering  is   crea5ve…    in  1971  by   First  spam   monitoring   SPAM  in   born  in   Viagra  -­‐>   ARPANET   message  in   is  born   1994   1997   VI@GR@   1978  References:templetons.com/brad/spamterm.htmlen.wikipedia.org/wiki/SpamAssassin
  11. 11. Email  Marke5ng  Management   Infrastructure   Managing   Customer   Tes5ng   Engagement       Email   Marke5ng  
  12. 12. Managing  Customer  Engagement  
  13. 13. Managing  Customer  Engagement  •  Why?   –  Reputa5on  is  king   –  Engagement  is  key  •  How?   –  Holis5c  Approach   “Your x-ray showed a broken rib, but we fixed it with Photoshop.”
  14. 14. Gehng  on  your  list  •  Opt  in  method      Challenge           –  Double  Opt  In      Not  enough  signups   –  Single  Opt  In      High  bounces,  complaints   –  3rd  Party          Complaints   –  Customer        Complaints    •  Example  Sugges5ons   –  Examples  at  signup    Lower  Complaints   –  Address  signup      Accuracy  of  Email  Address   –  Prime  Real  Estate    Amount  of  signups  
  15. 15. Cadence   Daily  Complaints  •  Customer   2500   Expecta5on   2000  •  List  Fa5gue   1500   1000  •  Preference   500   Centers   0  
  16. 16. Tailoring  Content    •  Ini5al  Reac5on   –  Subject  lines  are  relevant   –  Mobile  Formats   –  Alt  Text  /  Pre  Tags  •  Ensure  Content  Accuracy   –  List  Segmenta5on  
  17. 17. Gehng  off  your  list  •  Simple  Unsubscribes   –  One  click   –  Top  of  email   –  Re-­‐join  incen5ves  –  great!  •  Complaints   –  Make  sure  to  remove  from  email  list   –  More  than  approx.  0.02%?    Look  upstream!  
  18. 18. Manage  Customer  Engagement   Tailor   Manage  gehng   Content   off  your  list  Gehng  on  your   Infrastructure   List   Reputa5on  
  19. 19. Infrastructure  
  20. 20. Infrastructure  Planorm  •  What  do  you  need?    Primary  Source         –  List  Management    Web  development  team                  Marke5ng   –  Email  Content      Web  development  team                  Marke5ng   –  Email  Deployment    Outsourced                  Internal    
  21. 21. Infrastructure  Types  •  Email  Campaign  Mgt.    Bulk  •  Mail  Transfer  Agent      Bulk,  Transac5onal    •  Internal  vs.  External   –  Open  Source   –  Paid  Solu5ons   –  Cloud  based  
  22. 22. Infrastructure  Details  •  IP  Management   –  Segmenta5on  via  IPs   –  IP  Pools  •  Monitoring   –  IP  address  forward  /  reverse  DNS  setups   –  IP,  URL  and  Domain  blacklists  •  Feedback  Loops   –  Ensure  user  complaints  are  heard  
  23. 23. Tes5ng  
  24. 24. A/B  Tes5ng  •  Purpose:    Op5mize  customer  conversions  •  2  or  more  varia5ons  of  a  single  element   –  Subject  Lines      Open  Rates   –  Content        Click  Rates   –  List  Segments      Both  •  Compare  results  for  future  improvement    
  25. 25. Seed  Account  Tes5ng  •  ISPs  don’t  report   inbox  placement  •  Sample  mail  to   personal  email   accounts  at  various   ISPs  •  Report  results  
  26. 26. DynECT  Email  Delivery  
  27. 27. DynECT  Email  Delivery   Repor3ng   Deliverability  Protec3on   •  Rest  API   •  Bounce  Reclassifica5on   •  Web  UI   •  Complaints   •  Postback  API   •  Suppression  List  Send   Engagement  •  Highly  Available   Tracking  •  SMTP   •  Open  •  API   •  Click   •  Unsubscribes  
  28. 28. Thanks  for  listening!  •  Signup  for  our  newsleGer:    dyn.com  •  Follow  our  blogs:          dyn.com/blog                        deliverability.com     Now  it’s  3me  for  Q&A  

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