Why Aren't They Registering? Did They Receive the Email?


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Email is the #1 method used by associations to introduce, remind and beat prospective attendees over the head with the fact that your event is going to happen and they need to register! Pushing the “send” button on an email that’s going to announce the opening of your event registration is at the same stress level as bungee jumping and sky diving. The stress of email marketing for event promotion is only topped by the seething frustration that you feel when you don’t see the open rates you expect and you don’t see the click throughs that convert to registration. The heart races, the hands clench and you want to scream “I HATE TECHNOLOGY!!!” Watch this entire webinar and others by Highroad U on our YouTube channel: http://shout.lt/rMNF

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Why Aren't They Registering? Did They Receive the Email?

  1. 1. TheU: Why aren’t they receiving my eMail?
  2. 2. Your Presenter: www.highroadsolution.com Jenny Lassi has been affiliated with HighRoad Solution for 7 years first as a client and then as an employee. With experience handling deployments and deliverability for a wide range of clients with optimized recipient engagement top-of-mind, Jenny routinely trouble shoots deliverability issues from ISP level filtering to email client level filtering (email Forensics as she refers to them). She also consults with clients on authentication, content, content strategy, email preference center management & other deliverability optimization tactics.
  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. Do you know if your eMails are reaching an inbox? www.highroadsolution.com When a SureSend 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. Wait for it… Wait for it… www.highroadsolution.com
  10. 10. The sum of all parts of a solid email strategy plan. Do you have one of those? No? Get in line… www.highroadsolution.com
  11. 11. Where should you start to build your email strategy plan? www.highroadsolution.com
  12. 12. eMail Strategy Plan www.highroadsolution.com
  13. 13. The 5 C’s of Email Marketing Strategy www.highroadsolution.com •Configuration •Content •Create •Criticize •Continue
  14. 14. The 5 C’s: Configuration • Firewall Settings • IP Address (Dedicated or Shared) • DKIM (Domain Keys) • Sender ID (SPF Record) www.highroadsolution.com
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. The 5 C’s: Continue Use what you have learned and apply it to future deployments www.highroadsolution.com
  19. 19. What are the different reasons your organization’s eMails could be filtered or blocked from reaching recipient inboxes? www.highroadsolution.com
  20. 20. eMail Filtering www.highroadsolution.com Email Filtering Layers
  21. 21. 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 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.
  22. 22. Trouble Shoot Filtering Issues www.highroadsolution.com 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.
  23. 23. What filtering hoops can you jump through to reach inboxes? www.highroadsolution.com
  24. 24. Jumping Through Hoops 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.
  25. 25. Jumping Through Hoops 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.
  26. 26. Jumping Through Hoops 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 4 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
  27. 27. Jumping Through Hoops www.highroadsolution.com
  28. 28. The HighRoad Solution Deliverability Cops – Dedicated IP www.highroadsolution.com • Sender Rejected • Message Filtered • Unknown Users • Infrastructure • Volume • Spam Traps • Blacklists • Complaints • FBL Compaints (Routed to your Opt-Outs)
  29. 29. The HighRoad Solution Deliverability Cops – Shared IP www.highroadsolution.com • Spam Traps • Blacklists • Complaints
  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.
  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. Questions ? www.highroadsolution.com
  33. 33. Next Up at TheU: www.highroadsolution.com Post-Event Depression: Keeping Your Attendees Happy When: Friday, September 27th Time: 11 am EDT Content Leader: Suzanne Carawan, Chief Marketing Officer, HighRoad Solution CAE Credit Hour: Earn 0.5 hour by attending the live webinar Register: https://www.eventsforce.net/hrs/7/home
  34. 34. Thank you! www.highroadsolution.com Other questions for Jenny? eMail = jenny@highroadsolution.com Twitter = @highroadjenny