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Deliverability
Jenny Lassi
eMarketing Consultant
HighRoad Solution
@highroadjenny
DELIVERABILITY BREAK DOWN
Why the bleeeeeeep #$%@! bleeeeeeep are they not getting the email?
Today’s Content
www.highroadsolution.com
• Why is monitoring your deliverability beneficial to your organization?
• What c...
Why is continually monitoring
deliverability important for
your organization?
www.highroadsolution.com
Wasted eMail Spend
www.highroadsolution.com
Invalid email Addresses
+
Excessive email Bounces
+
Emails Filtered to Junk/SP...
Do you know if your eMails
are reaching an inbox?
www.highroadsolution.com
www.highroadsolution.com
When a Domain
Delivery Report is
enabled when
sending a Live
message, you will
see the Domain
Del...
What contributes to your
deliverability or ability to
reach an inbox?
www.highroadsolution.com
The sum of all parts of a
solid email strategy plan.
Do you have one of those?
No? Get in line…
www.highroadsolution.com
Where should you start to
build your email strategy
plan?
www.highroadsolution.com
eMail Strategy Plan
www.highroadsolution.com
The 5 C’s of Email
Marketing Strategy
www.highroadsolution.com
• Configuration
• Content
• Create
• Criticize
• Continue
The 5 C’s: Configuration
• Firewall Settings
• IP Address (Dedicated or
Shared)
• DKIM (Domain Keys)
• Sender ID (SPF Reco...
The 5 C’s: Content
• Content recipients find value in
• Content recipients asked for
• Content recipients expect
• Clear c...
The 5 C’s: Create
• Clean html email template
• Clean layout using “Read More” links to
keep most exciting content above t...
The 5 C’s: Criticize
• Analyze delivery metrics (bounces, opens & clicks)
• Use bounce logs to address deliverability issu...
The 5 C’s: Continue
Use what you have
learned and apply it to
future deployments
www.highroadsolution.com
What are the different
reasons your organization’s
eMails could be filtered or
blocked from reaching
recipient inboxes?
ww...
eMail Filtering
www.highroadsolution.com
Email
Filtering
Layers
Trouble Shoot Filtering Issues
www.highroadsolution.com
Firewall Issues:
Your organization’s firewall needs to be configur...
www.highroadsolution.com
Engagement Issues:
Web-based ESPs (Example: Gmail, Hotmail, Yahoo!) are looking at metrics
like m...
What filtering hoops can
you jump through to
reach inboxes?
www.highroadsolution.com
www.highroadsolution.com
Firewall Hoops:
Have your IT department whitelist the IP block or IP address your email account i...
www.highroadsolution.com
Engagement Hoops:
Web-based ESPs (Example: Gmail, Hotmail, Yahoo!) are looking heavily at engagem...
www.highroadsolution.com
High Level View: DKIM/Sender ID (it’s not a scary term or complicated at all… I promise)
• You te...
www.highroadsolution.com
Dedicated IP
www.highroadsolution.com
• Sender Rejected
• Message Filtered
• Unknown Users
• Infrastructure
• Volume
• Spa...
Shared IP
www.highroadsolution.com
• Spam Traps
• Blacklists
• Complaints
Think you’re doing everything right?
Still eMoody from Delivery Issues?
www.highroadsolution.com
“Go WITH the flow” - @hig...
Best Practices Takeaways
www.highroadsolution.com
• Be more strategic with your email sends with a 5-C strategy.
• Only se...
Permission Pass
www.highroadsolution.com
• Briefly explain the reason for asking
permission
• Have clear Yes or No call-to...
Shortcuts
Control what you CAN control about deliverability:
• DKIM/Sender ID Authentication
• List Hygiene
• Having an Em...
34
Need Campaign Help?
HighRoad has expanded their already large
pool of resources with content developers
who will work w...
Content Leader
Jenny Lassi
eMarketing Consultant
HighRoad Solution
@highroadjenny
Deliverability
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Deliverability

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SMACK! Hand to forehead. SMACK! Hand to desk. SMACK! Hand to forehead again. Why isn't Board Member X getting the @$!%?! email??? You are mentally counting 5-4-3-2 and rrrrinnnngg..there it is, your exec asking you why Board Member X is left off the list.
Let's face it. You are a victim of the evils of email deliverability.

Fight back.

Learn how to stand up for yourself when it comes to explaining deliverability! If you've ever found yourself in this situation, then you know how frustrating it is, how torturous it is to try and troubleshoot and how helpless/overwhelmed/fed up (feelings are often volatile and may fluctuate between a range of emotions. Ask your doctor if these or other symptoms should occur) you feel when things don't get to the inbox.

This session will teach you what you need to know about today's deliverability with modern email marketing (if you're trying to troubleshoot for Lotus Notes, then we're sure there's a seminar for you, but this isn't it). We'll explore the different types of email clients that are popular, what you can do to stay in the email gods' good graces and more. Best of all, we will debunk myths and provide you with the know-how to explain why emails weren't delivered and why.

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Deliverability

  1. 1. Deliverability Jenny Lassi eMarketing Consultant HighRoad Solution @highroadjenny
  2. 2. DELIVERABILITY BREAK DOWN Why the bleeeeeeep #$%@! bleeeeeeep are they not getting the email?
  3. 3. Today’s Content www.highroadsolution.com • Why is monitoring your deliverability beneficial to your organization? • What contributes to email deliverability? • The 5 C’s • What are the different reasons your organization’s emails could be filtered or blocked from reaching recipient inboxes? • How can you overcome deliverability obstacles to optimize your email programs? • Best practices • Resources takeaways
  4. 4. Why is continually monitoring deliverability important for your organization? www.highroadsolution.com
  5. 5. Wasted eMail Spend www.highroadsolution.com Invalid email Addresses + Excessive email Bounces + Emails Filtered to Junk/SPAM Folders = Wasted $$
  6. 6. Do you know if your eMails are reaching an inbox? www.highroadsolution.com
  7. 7. www.highroadsolution.com When a Domain Delivery Report is enabled when sending a Live message, you will see the Domain Delivery tab on the email stats
  8. 8. What contributes to your deliverability or ability to reach an inbox? www.highroadsolution.com
  9. 9. The sum of all parts of a solid email strategy plan. Do you have one of those? No? Get in line… www.highroadsolution.com
  10. 10. Where should you start to build your email strategy plan? www.highroadsolution.com
  11. 11. eMail Strategy Plan www.highroadsolution.com
  12. 12. The 5 C’s of Email Marketing Strategy www.highroadsolution.com • Configuration • Content • Create • Criticize • Continue
  13. 13. The 5 C’s: Configuration • Firewall Settings • IP Address (Dedicated or Shared) • DKIM (Domain Keys) • Sender ID (SPF Record) www.highroadsolution.com
  14. 14. The 5 C’s: Content • Content recipients find value in • Content recipients asked for • Content recipients expect • Clear call-to-action • Content delivered when recipients want it • Content that renders correctly on whichever desktop or device recipients are using www.highroadsolution.com
  15. 15. The 5 C’s: Create • Clean html email template • Clean layout using “Read More” links to keep most exciting content above the fold • Newsletters should have a table of contents (TOC) • Template that renders correctly on whichever desktop or device recipients are using. • Create automated recurring message type emails to free up resources who can put more energy into strategy & analysis www.highroadsolution.com
  16. 16. The 5 C’s: Criticize • Analyze delivery metrics (bounces, opens & clicks) • Use bounce logs to address deliverability issues 24-48 hours post deployment (not a month later) • Isolate subscribers who are not engaged with your emails (no opens/click throughs) • Create a Win-Back campaign for non-engaged subscribers with an incentive to respond • Suppress non-engaged subscribers until they respond to your Win-Back campaign • Analyze how many subscribers opt-down or unsubscribe from particular messages (maybe the perceived value of content is low) www.highroadsolution.com
  17. 17. The 5 C’s: Continue Use what you have learned and apply it to future deployments www.highroadsolution.com
  18. 18. What are the different reasons your organization’s eMails could be filtered or blocked from reaching recipient inboxes? www.highroadsolution.com
  19. 19. eMail Filtering www.highroadsolution.com Email Filtering Layers
  20. 20. Trouble Shoot Filtering Issues www.highroadsolution.com Firewall Issues: Your organization’s firewall needs to be configured to allow in email traffic originating from outside of your firewall if you are using any email system hosted outside of your organization. Configuration Issues: Email authentication like DKIM (Domain Keys) and Sender ID (SPF Record) Blacklisting Issues: RBL listing resulting from SPAM traps or recipient complaints
  21. 21. www.highroadsolution.com Engagement Issues: Web-based ESPs (Example: Gmail, Hotmail, Yahoo!) are looking at metrics like messages deleted without being read, percentage of email opens from any one specific sender to only inbox “wanted” mail and the rest are routed to spam folders. Email Server Filtering Software Issues: Email server filtering software (Example: Postini, Message Labs) use a complex mixture of engagement, keywords, IP blocks, and DNSBL/RBL (Real-time Blackhole Lists) that may route your email to SPAM or Junk folders Email Client Issues: Email clients like Outlook, MAC mail, Mozilla Thunderbird, etc. all have junk folders that the Email recipient needs to “train” over time to inbox what is considered a “wanted” email.
  22. 22. What filtering hoops can you jump through to reach inboxes? www.highroadsolution.com
  23. 23. www.highroadsolution.com Firewall Hoops: Have your IT department whitelist the IP block or IP address your email account is sending mail from. Not every email service handles IP addresses the same way so speak to your provider on best next steps. Configuration Hoops: Ask your provider for instructions on how to implement DKIM (Domain Keys) and Sender ID (SPF Record) for your organization’s domain DNS. Usually this is only possible if your email service has a dedicated IP address for your organization. If you have a dedicated IP and implement DKIM and Sender ID, always warm the IP address first by sending small and consistent bursts of email traffic daily. Blacklist Hoops: Look up your organization’s domain or IP address with an RBL tool (Example: http://mxtoolbox.com/blacklists.aspx, http://whatismyipaddress.com/blacklist-check) to see if you are on any blacklists. If so, follow instructions on how to be removed as each RBL will have it’s own way of being removed.
  24. 24. www.highroadsolution.com Engagement Hoops: Web-based ESPs (Example: Gmail, Hotmail, Yahoo!) are looking heavily at engagement metrics. Try A/B testing to know what content, email type or call-to-action is getting the best lift in engagement and response. Email Server Filtering Software Hoops: Reach out to postmaster@ or abuse@ at the domain using the email filtering software (Example: Postini, Message Labs). Ask them to whitelist the IP address or IP block associated with your email service. Email Client Filtering Hoops: Ask your email recipients to add you to their safelist or as a trusted sender in the preheader of your email. Engagement hoops also play into this so try A/B testing to know what type of content resonates with your audience and will elicit the best open/click through rates.
  25. 25. www.highroadsolution.com High Level View: DKIM/Sender ID (it’s not a scary term or complicated at all… I promise) • You tell us what domain(s) you send from • We supply you with 3 snippets of text that you add to your domain’s DNS and instructions • You add the txt records to your DNS and tell us when you’re done • We test/validate the keys and enable on your account
  26. 26. www.highroadsolution.com
  27. 27. Dedicated IP www.highroadsolution.com • Sender Rejected • Message Filtered • Unknown Users • Infrastructure • Volume • Spam Traps • Blacklists • Complaints • FBL Compaints (Routed to your Opt-Outs)
  28. 28. Shared IP www.highroadsolution.com • Spam Traps • Blacklists • Complaints
  29. 29. Think you’re doing everything right? Still eMoody from Delivery Issues? www.highroadsolution.com “Go WITH the flow” - @highroadjenny
  30. 30. Best Practices Takeaways www.highroadsolution.com • Be more strategic with your email sends with a 5-C strategy. • Only send to good email addresses. • If you don’t know if an email address is good, run a test using an email validation service. A good service is http://www.briteverify.com/ • Only send to recipients who asked for it. If they didn’t and you want to send to them, ask for permission in a permission pass email first. • Never purchase an email list. If you do a reverse append process to get an email address of a record you already “own”, don’t assume it’s ok to send to it. Do a permission pass email first. • Don’t swim upstream. Go WITH the flow for better delivery
  31. 31. Permission Pass www.highroadsolution.com • Briefly explain the reason for asking permission • Have clear Yes or No call-to-action buttons • You can have minimal marketing messaging, but the main point to the email is asking them Yes or No you can email them. • This can be used when reaching out to prospects or for asking existing members if you can send a new type of email message to them.
  32. 32. Shortcuts Control what you CAN control about deliverability: • DKIM/Sender ID Authentication • List Hygiene • Having an Email Preference Center • Deliver content members or registrants want, when they want it, how frequently they want it and looks good where they read it Analyze and learn from past deployments to adjust how you send future emails: • Use A/B split testing to learn about what has the best engagement • Review creative/content that had the best engagement and do more of that • Review bounce logs daily to see if any domains may be blocking you and reach out to postmaster@ and abuse@ those domains to ask them to whitelist you www.highroadsolution.com
  33. 33. 34 Need Campaign Help? HighRoad has expanded their already large pool of resources with content developers who will work with you to craft your campaigns for optimal engagement success. Email Sales@highroadsolution.com to learn more!
  34. 34. Content Leader Jenny Lassi eMarketing Consultant HighRoad Solution @highroadjenny

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