Publication is available under Attribution-ShareAlike license https://creativecommons.org/licenses/by-sa/2.5/au/ ---- Acknowledgements must be provided as per the terms. The Creator: Andrew Bonar, emailexpert.org Link to: https://www.slideshare.net/mrbonar/ Include reference to the original title of whichever presentation you are utilising Please message me to let me know where you have made use of the content, thanks! ----- Email Deliverability and Compliance – the new rules The Email Marketing environment is rapidly changing and old best practices are now the new rules. This session reviews the impact that recent legislation, including the EU “Cookie law”, will have on all digital marketers and provides practical strategies to improve your brand and domain reputation and work effectively with smart mailboxes

1. Powering Smarter Marketing
Email Deliverability &
Engagement 2012
The Road To Success
Andrew Bonar
Deliverability Director
@andrewbonar
@AndrewBonar
www.emailvision.com

2. Who is Emailvision?
● International leader in email, mobile and social marketing
● Offices in 19 countries
● 670 employees
● 3200 clients
● Sending 500K global campaigns / month
● Andrew Bonar: Signal Spam Observer Board Member
www.emailvision.com

3. Some of our 3000 + clients
www.emailvision.com

4. Client Support and Service Teams
Austria
Belgium
Brazil
Canada
China
France
Germany
Hong Kong
Israel
Italy
Japan
Mexico
Netherlands
Portugal
Scandinavia
Spain
Switzerland
United Kingdom
USA
www.emailvision.com

5. How we know email…
www.emailvision.com

6. Engagement New Rules
● Old best practices are now the new rules
● Smarter mailboxes ensure you must follow best
practice for maximum R.O.I
www.emailvision.com

7. Quick Question
How many of you
include your Postal
Address in the footer of
your emails?
www.emailvision.com

8. New in 2012
● DMARC Authentication
● EU “Cookie Law”
● ReturnPath Stricter
● SpamHaus More Active
● URIBL More Prevalent
www.emailvision.com

9. Emailvision
Road to Compliance
www.emailvision.com

10. Road to Compliance
1. Visit ICO.gov.uk
2. Do a Cookie Audit
3. Review Information Provided
www.emailvision.com

11. Penalties for Mistakes
"difficult to imagine non compliance with
cookies rule is ever going trigger a situation
where we could issue a financial penalty“
- David Evans, ICO
May 2012
www.emailvision.com

12. What else is Changing?
● Domain Based Reputation
● Smarter Inboxes
● Smarter Filters
● Mobile Device Usage
● IPv6 the Game Changer
www.emailvision.com

13. Gray Mail
● Less than 15% of email is personal 1to1
communication
Source: Hotmail (2012)
www.emailvision.com

14. Email How Much?
www.emailvision.com

15. Email How Relevant?
50% of Recipients believe 50% or more of trusted
email is irrelevant
www.emailvision.com

16. Gmail Clearing Clutter
www.emailvision.com

17. Hotmail A Fresh Look
www.emailvision.com

18. Building Blocks of Deliverability
IP Reputation
Domain Reputation
Email Content

19. Welcome Email Program
● Encourage a click-through
● Encourage Images “On”
● It is a Welcome Program – not a single message
● Encourage Reply-To (to sender address)
● Ideally Make it CONFIRMED optin
www.emailvision.com

20. Reputation is like a Credit Rating

21. Places to Test Reputation
● SenderScore.org
● SenderBase.org
● MXtoolbox.com
● http://bit.ly/testreputation
www.emailvision.com

22. Relevance Remember Mobile
● Mobile Usage continues to increase
● Smart Phones and Tablets continue to
disrupt email programs
www.emailvision.com

23. Mobile Usage
Typically 19-29% or more
of email is opened on a
mobile device
Source: Personal Experience
www.emailvision.com

24. OLD vs. New
Email Marketing 1.0 Email Marketing 2.0
● IP Reputation ● Domain Reputation
● Permission ● Trust
● Personalisation ● Segmentation
● Inbox Placement ● Multi-Device Compatibility
● Heuristic Filters ● User Engagement
www.emailvision.com

25. 3 Dangers to Avoid
1. Poorly Designed 2. Complex/ 3. Poor List
Email Signup Broken Management
Process Unsubscrib Practices
e Process
• Unsubscribe
• Simple, clear, • Do not soft/hard
concise, manage make it bounces, re-
hard, drive engage or
expectations
them to remove the
other inactive
channels
www.emailvision.com

26. Interdependent
Email marketing
results are
interdependent on
what is happening in
other online channels
and to some degree
your offline behavior
too
www.emailvision.com

27. Contact us
0207 55 44 500
Andrew Bonar abonar@emailvision.com
http://facebook.com/MrBonar
@AndrewBonar
http://emailexpert.org
www.emailvision.co.uk