Subscribers Rule Email Deliverability - Chip House

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Subscribers Rule Email Deliverability

Learn why monitoring and responding to customer preferences for content, channel and frequency is the key to email deliverability and response. This session will focus on how to achieve and maintain inbox delivery for your email marketing campaigns answering questions like what drives ISPs spam filters to how and why do ISPs measure recipient engagement?

* Chip House, VP Industry & Relationship Marketing, ExactTarget

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  • Brand Fans have become your best marketers.
  • Music industry, Napster was the beginning of the end Not lighters, and now smartphones, videos, twitter, recorded. All fans can be copyright violaters
  • Hotmail: “We’re building for what people are using their inbox for. Number on reason people go to a different email provider is that there is email in their inbox that they don’t want.”
  • What is Cloudmark?Leading provider of carrier-grade messaging security.Provides protection against spam, phish, and viruses.Who does Cloudmark protect?Serves fixed-line service providers, mobile operators, social networks, hosting providers, and registrars.Protects 850 million mailboxes in 190 countries.Cox, AT& T, Sprint, Verizon, Cablevision
  • Average of rating on 5 point scale for quality, quantity and ROI. Continuity is % of people that tried it that will continue doing it this year.
  • Pier 1 Imports goes mobilePier 1 Imports is partnering with Barnes & Noble for an SMS sweepstakes as part of its efforts to reach a younger demographic.The retail giant has deployed in-store mobile calls-to-action -- signage next to the prize, a Papasan chair -- in 100 Barnes & Noble bookstores near college campuses. Consumers who text in receive a text message confirming their registration in the sweepstakes and asking them to opt-in to receive promotional emails from Pier 1 Imports.The Pier 1 Imports SMS sweepstakes campaign started July 15 and is running through Sept. 30.The campaign is keyword-specific -- with a unique keyword for each store -- so Pier 1 can identify from which store each consumer texts in.The call-to-action asks consumers to text a keyword with their email address to Pier 1's short code to enter to win the Papasan chair."The goal for the SMS initiative is integration with the email campaign, basically creating a trickle campaign on the back-end," Mr. Haddox said. "Rather than lumping these college students in with our main marketing campaign, we're segmenting them and treating them differently."We have to speak to a younger demographic in a different way," he said. "We're trying to engage them and getting them to come in-store, and there are various ways, including the SMS sweepstakes.“In April, Pier 1 will be using SMS to make it easy for store visitors to opt in to its email program. The test will run in all Pier 1 California stores. This is a cool campaign because Pier 1 is not only inviting subscribers to opt into its email program but is also asking them (via email) to provide a full set of personal data (including their Twitter handle) with the promise of $5 off their next purchase.
  • Scotts products – like Turf Builder – are used by many major league baseball park groundskeepers. Fenway Park in Boston is one MLB ballpark where Scotts products are used. And Scotts is also a major advertiser at Fenway.In 2009, Scotts began experimenting with “between innings” text campaigns as a tactic to attract new subscribers to Scotts’ Lawn Care Update e-newsletter. The campaign is a natural for Scotts because fans can see how effective Scotts products are for Fenway Park, and Scotts uses “direct response text” to make it easy for fans to get information on how they can also get the same results for their lawn using the right Scotts products at the right time.The campaign test has been so successful that Scotts will expand it to other MLB parks in 2010.
  • Papa John’s used Social Forward (ExactTarget’sShareThis integration) for its 2009 March Madness promotionIn the first 3 days, Papa John’s attracted 135,000 to its Facebook page added more than 45,000 new email subscribers
  • Subscribers Rule Email Deliverability - Chip House

    1. 1. Online Marketing Summit<br />Minneapolis | June 25, 2010<br />SUBSCRIBERS RULE DELIVERABILITY!<br />CHIP HOUSE<br />VP, INDUSTRY & RELATIONSHIP MARKETING<br />EXACTTARGET, INC.<br />@CEHOUSE<br />
    2. 2. What will you learn today?<br /><ul><li>Why doing right by your subscriber is key
    3. 3. Why CAN-SPAM is just a starting point
    4. 4. How ISPs think!
    5. 5. Why content is not the top driver of inbox delivery</li></li></ul><li>Questions I’ll Answer:<br /><ul><li>Will a “deal” with the ISPs get me to the inbox?
    6. 6. Does Authentication matter?
    7. 7. Should I rent a list?</li></li></ul><li>“BRAND FANS” <br />ARE NOW<br />YOUR BEST MARKETERS<br />
    8. 8. SUBSCRIBERS ARE NOW<br />REVOLUTIONARIES<br />
    9. 9. 6<br />1. SERVE INDIVIDUALS<br />2. HONOR THEIR PREFERENCES<br />COMMUNICATION<br />CONTENT<br />FREQUENCY<br />CHANNEL<br />3. DELIVER TIMELY, RELEVANT CONTENT THAT IMPROVES THEIR LIVES <br />
    10. 10. Evolution of ISP Spam Defenses<br />Wild West<br />Lists, Handshakes & Filters<br />Subscriber<br />Engagement<br />Reputation<br /><ul><li>Blasts
    11. 11. Little ISP intervention
    12. 12. Blacklists
    13. 13. Whitelists
    14. 14. Content Filters
    15. 15. IP Reputation
    16. 16. Authentication
    17. 17. Bounces
    18. 18. Complaints
    19. 19. User actions
    20. 20. Explicit & Implicit
    21. 21. Early Domain reputation</li></li></ul><li>
    22. 22.
    23. 23. <ul><li> 8.5 Billion attempted a day
    24. 24. 98% of real spam is blocked
    25. 25. 15% of email users don’t want, but </li></ul>is from legitimate senders<br />* Dan Lewis, Windows Live Mail, 2010<br />
    26. 26. Here’s how to survive…now that the subscriber is in control<br />
    27. 27. GET PERMISSION<br />If they didn’t explicitly ask for it, it is spam<br />Use an unchecked opt-in box<br />Focus on POS and engaged opt-ins<br />“IPs that were listed on just one of the top 12 blacklists saw their delivery rates plunge to an average of 35%.”<br /> - Return Path 2008<br />Yes<br />
    28. 28. Register for Complaint Feedback<br />Emails Sent<br />Complaints<br />
    29. 29. What Drives Complaints?<br />Lack of Relevance<br />Poor Permission<br />51.2% cited finding an email valuable as the top reason for opening a message. 2<br />90% of email ISPs receive is spam. 1<br />Frequency vs. Expectations<br />Branding / Lack of Recognition<br />B2B subscribers are twice as likely to consider email spam if it comes "too frequently.” 4<br />73% make decision to click on the “spam“ using the from line. 3<br />Microsoft/Hotmail, 2005<br />Return Path 2007<br />Email Sender & Provider Coalition 2007<br />MarketingSherpa 2007<br />
    30. 30. Understand How ISPs Work<br />ISP’s Blacklist of Abusive Senders (domains, IPs, networks)<br />Hard Fail Authentication<br />GM Certified Email<br />ISP’s Whitelist<br />No White List<br />3rd Party Black & Safe Lists<br />ISP Volume Filters<br />ISP Reputation Metrics - Bad Addr, Complaints, Traps<br />ISP: Adaptive and Heuristic Rules<br />Recipient: LEARNED preferences<br />Recipient: EXPLICIT behavior<br />Inbox & <br />Other<br />Trash<br />Source: Pivotal Veracity<br />Spam box<br />
    31. 31.
    32. 32. Learn the Reputation & Engagement Balancing Act<br />
    33. 33. Monitor your Reputation<br />Sender ID, Reputation & Content Filtering Impact on Hotmail Filters<br />Content<br />-1.0<br />Auth.<br />+0.5<br />Reputation<br />+ 3.0<br />From Sender ID Framework: Protecting Brands and Enhancing Detection of Spam, Phishing, and Zero-Day Exploits - Microsoft Whitepaper, April 2007<br />
    34. 34. R<br />REPUTATION SPOILERS<br />
    35. 35. REPUTATION BOOSTERS<br />
    36. 36. Are you flying over a ghost town?<br />
    37. 37. Ramp-up your IP Reputation Slowly<br />Quick Ramp-up:<br />- ISPs see volume spike<br />- Unknown Senders<br />- Block/Filtered/Rate Limited<br />Slow Ramp-up:<br />+ ISPs see gradual build<br />+ Good reputation develops over time<br />+ Block/filter/limit much less<br />
    38. 38. Global Content “Fingerprinting”<br /><ul><li>Cloudmark Filtering Technology
    39. 39. Protects 850 million mailboxes in 190 countries
    40. 40. Advanced message fingerprinting algorithms.
    41. 41. Feedback from Global Threat Network.
    42. 42. Tracks reputation of content and IP addresses.</li></li></ul><li>Growing your list…<br />The Right Way<br />
    43. 43. TOP QUESTIONS<br />1. What’s in it for me?<br /> 2. Will my address be shared?<br /> 3. How hard will it be to unsubscribe?<br />Source: Email X-factors, ExactTarget 2010<br />
    44. 44. LIST PURCHASING<br />
    45. 45. LIST GROWTH: 350 MARKETERS SHARE<br />Source: ExactTarget 2009 Study<br />
    46. 46.
    47. 47. MOBILE<br />OPT-IN<br />
    48. 48. MOBILE<br />OPT-IN<br />Thx 4 ur interest in Scotts Lawn Care Update monthly email. Reply BAT [space] ur email address (ex:BAT mlb@mlb.com) 2 complete sign-up. H help Std rates apply<br />
    49. 49. EMAIL + SOCIAL<br />USING SOCIAL FORWARD TO EXPAND CUSTOMER DATABASE <br />
    50. 50. Skim the Cream from the Top<br />
    51. 51. To Be Released July 1, 2010<br />
    52. 52. SUBSCRIBERS, FANS & FOLLOWERS<br /><ul><li>Research series into Email, Facebook & Twitter usage of 1,500+ consumers
    53. 53. Report #1: “Digital Morning”
    54. 54. Report #2: “Email X-Factors”
    55. 55. Visit www.exacttarget.com/sff or text SFF & your email address to 38767 to download</li></li></ul><li>Online Marketing Summit<br />Minneapolis | June 25, 2010<br />THANK YOU!<br />CHIP HOUSE<br />VP, INDUSTRY & RELATIONSHIP MARKETING<br />EXACTTARGET, INC.<br />@CEHOUSE<br />

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