Secrets	  to	  Inbox	  Success	  Presented	  by:	  	  Rob	  Dyson,	  Technical	  Project	  Manager,	  Pardot	  LLC	  	    ...
Can	  You	  Guess?	                             2	  
Email	  Deliverability	  is	  a	  Pain	  Pardot	  provides:	  • Easy	  list	  maintenance	  • Bounce	  and	  spam	  compla...
What	  Else	  Should	  You	  Do?	  	  •  Concise	  and	  poignant	  messages	  •  AuthenJcaJon	  •  Monitor	  bounce	  and...
What	  We re	  StarJng	  With	    75%	  Average	  B-­‐to-­‐B	  deliverability	  rates	                                    ...
We re	  Working	  Towards	  100%	  Average	  B-­‐to-­‐B	  deliverability	  rates	                                         ...
Beauty	  in	  Brevity	  •  Get	  to	  the	  point	  and	  stay	  on	  topic	  	  •  People	  do	  not	  read	  long	  emai...
Content	  is	  King	  •  Crabing	  good	  content	  usually	  yields	  high	  deliverability	  	  •  Concentrate	  on	  yo...
What	  is	  AuthenJcaJon?	  •  Confirms	  your	  idenJty	  as	  a	  sender	  -­‐	  email	  providers	     check	  your	  do...
Monitoring	  Bounce	  &	  Complaint	  Rates	  •  Keep	  your	  hard	  bounces	  under	  3%	     and	  spam	  complaint	  r...
CAN-­‐SPAM	  •    Law	  that	  sets	  basic	  rules	  for	  commercial	  email	  	  •    Common	  sense,	  including:	  • ...
Reduce	  Spam	  Complaints	  •    Use	  confirmed	  opt-­‐in	  •    Don’t	  take	  permission	  for	  granted	  •    Set	  ...
Do	  Not	  Purchase	  Spammy	  Lists!	  •  Spam	  traps	  •  Non-­‐existent	  email	  addresses	  •  UnsuspecJng	  recipie...
Spam	  Traps	  •  Spam	  traps,	  also	  known	  as	     ‘honey	  pots’	  are	  dummy	     email	  addresses	  set	  up	  ...
Non-­‐Existent	  Email	  Addresses	  •  Campaigns	  with	  high	     numbers	  of	  non-­‐	  existent	     email	  address...
UnsuspecJng	  Recipients	  •  Unsolicited	  emails	  lead	     to	  higher	  spam	     complaint	  rates,	     because	  u...
Spam	  Filters	  •  Spam	  filters	  on	  the	  recipient’s	  end	  automaJcally	  check	     your	  email	  for	  suspicio...
Content	  to	  Avoid	  •  Forms	  •  Javascript	  •  Flash	                                                   18	  
OpJmizing	  Your	  Content	                   Typical	  email	  newsleOer.	                   	                   Or	  spa...
Spam	  Rules	  are	  a	  Pain!	                        •    Dear	  xyz	                        •    Click	  here	         ...
Basic	  Spam	  Rules	  •    Subject	  line	  needs	  to	  reflect	  message	  •    DON’T	  SHOUT!	  •    High	  text	  to	 ...
Basic	  Spam	  Rules	          ARGH!	                               22	  
Fear	  Not.	  •  Most	  spam	  rules	  are	  easy	  to	     comply	  with	  •  Compliance	  is	  not	  all	  or	     nothi...
Mobile	  •  In	  the	  first	  half	  of	  2011,	     email	  opens	  in	  mobile	  email	     clients	  increased	  150%!	...
Resources	  •  The	  UlJmate	  Email	     Deliverability	  Checklist	  •  This	  presentaJon	  (link	  will	  be	     sent...
QuesJons	                 26	  
Contact	  InformaJon	                                        Pardot	  Robert	  Dyson	                     950	  East	  Pac...
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Secrets to Inbox Success


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So, you want to increase your deliverability rates. And you think you’re doing everything to make that happen: solid process, all of the components for a successful email campaign have been included, deployment timing is right. But for some reason, the numbers that you want to see for deliverability success are just not quite there. Well, we have the webinar for you! Join Rob Dyson, Pardot’s Technical Project Manager, as he takes us through the ins and outs of successful email deliverability.

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Secrets to Inbox Success

  1. 1. Secrets  to  Inbox  Success  Presented  by:    Rob  Dyson,  Technical  Project  Manager,  Pardot  LLC     1  
  2. 2. Can  You  Guess?   2  
  3. 3. Email  Deliverability  is  a  Pain  Pardot  provides:  • Easy  list  maintenance  • Bounce  and  spam  complaint  reporJng  • MulJ-­‐part  emails  (text  and  HTML)  • ThroOling  • Security  • AutomaJc  opt-­‐outs  • Helps  you  stay  CAN-­‐SPAM  compliant     3  
  4. 4. What  Else  Should  You  Do?    •  Concise  and  poignant  messages  •  AuthenJcaJon  •  Monitor  bounce  and  spam   complaint  rates  •  Know  about  CAN-­‐SPAM  •  Never  purchase  lists  •  OpJmize  your  content   to  avoid  spam  filters   4  
  5. 5. What  We re  StarJng  With   75%  Average  B-­‐to-­‐B  deliverability  rates   5  
  6. 6. We re  Working  Towards  100%  Average  B-­‐to-­‐B  deliverability  rates   6  
  7. 7. Beauty  in  Brevity  •  Get  to  the  point  and  stay  on  topic    •  People  do  not  read  long  emails    •  Coincidentally,  concise,  poignant  emails  are   people-­‐friendly  and  less  likely  to  get  marked  as  spam    •  Don’t  waste  the  recipient’s  Jme!   7  
  8. 8. Content  is  King  •  Crabing  good  content  usually  yields  high  deliverability    •  Concentrate  on  your  content  –  make  sure  you’re  giving   your  subscribers  well-­‐wriOen,  valuable  content    •  Many  readers  are  not  aware  of  the  difference  between   ‘spam’  and  email  they  forgot  they  signed  up  for    •  Marking  a  message  as  ‘spam’  hurts  your  deliverability   rates,  unsubscribes  do  not   8  
  9. 9. What  is  AuthenJcaJon?  •  Confirms  your  idenJty  as  a  sender  -­‐  email  providers   check  your  domain  or  IP  against  a  database  of  trusted   senders    •  Helps  prevent  phishing  and  spoofing    •  Protocols  differ  by  ISP,  see  our  knowledge  base  for   instrucJons  on  sefng  up  authenJcaJon  with  your  ISP     9  
  10. 10. Monitoring  Bounce  &  Complaint  Rates  •  Keep  your  hard  bounces  under  3%   and  spam  complaint  rate  under  0.1%    •  Hard  bounces  can  occur  when  an   email  address  is  invalid,  or  the   ISP/mail  provider  has  blocked  you  •  Sob  bounces,  which  can  occur  when   a  user’s  mailbox  is  full  or  when  the   mail  server  is  backed  up,  can  be   converted  to  a  hard  bounce   depending  on  provider  rules     10  
  11. 11. CAN-­‐SPAM  •  Law  that  sets  basic  rules  for  commercial  email    •  Common  sense,  including:  •  Don’t  use  misleading  header  info  •  Don’t  use  decepJve  subject  lines  •  Honor  opt-­‐out  requests  promptly    •  Penalty  for  violaJng,  rarely  enforced     11  
  12. 12. Reduce  Spam  Complaints  •  Use  confirmed  opt-­‐in  •  Don’t  take  permission  for  granted  •  Set  expectaJons,  stay  consistent  •  Remove  inacJve  subscribers     12  
  13. 13. Do  Not  Purchase  Spammy  Lists!  •  Spam  traps  •  Non-­‐existent  email  addresses  •  UnsuspecJng  recipients     13  
  14. 14. Spam  Traps  •  Spam  traps,  also  known  as   ‘honey  pots’  are  dummy   email  addresses  set  up  by   ISPs  to  detect  spammers.   The  only  way  you  can  run   into  issues  with  spam  traps   is  by  buying  a  bad  list.    •  According  to  Return  Path,   the  presence  of  just  one   spam  trap  can  drop  your   deliverability  raJng  by  up  to   53%     14  
  15. 15. Non-­‐Existent  Email  Addresses  •  Campaigns  with  high   numbers  of  non-­‐  existent   email  addresses  have  an   average  deliverability  rate   of  44%,  according  to   Return  Path    •  Over  10%  is  considered   high     15  
  16. 16. UnsuspecJng  Recipients  •  Unsolicited  emails  lead   to  higher  spam   complaint  rates,   because  users  click   “Report  as  Spam.”  •  Applies  to  inacJve   prospects.  Use   automaJon  rules  to   keep  your  prospect  lists   fresh.     16  
  17. 17. Spam  Filters  •  Spam  filters  on  the  recipient’s  end  automaJcally  check   your  email  for  suspicious  content    •  Server-­‐side:  Barracuda,  MessageLabs,  PosJni,   SpamAssassin  •  ISP  filters:  Gmail,Yahoo!  Mail,  Lycos,  Fastmail,   Mobile  Me     17  
  18. 18. Content  to  Avoid  •  Forms  •  Javascript  •  Flash   18  
  19. 19. OpJmizing  Your  Content   Typical  email  newsleOer.     Or  spammy  spam  spam?   19  
  20. 20. Spam  Rules  are  a  Pain!   •  Dear  xyz   •  Click  here   •  Toll-­‐free  number   •  ...for  only  $199   •  Click  below   20  
  21. 21. Basic  Spam  Rules  •  Subject  line  needs  to  reflect  message  •  DON’T  SHOUT!  •  High  text  to  image  raJo  •  Avoid  generic  sales  terms  (Free!  No  commitment!)  •  Include  contact  informaJon   21  
  22. 22. Basic  Spam  Rules   ARGH!   22  
  23. 23. Fear  Not.  •  Most  spam  rules  are  easy  to   comply  with  •  Compliance  is  not  all  or   nothing   23  
  24. 24. Mobile  •  In  the  first  half  of  2011,   email  opens  in  mobile  email   clients  increased  150%!    •  Same  spam  rules  apply.     24  
  25. 25. Resources  •  The  UlJmate  Email   Deliverability  Checklist  •  This  presentaJon  (link  will  be   sent  as  follow-­‐up  to  webinar)  •  PresentaJon  by  VP  of  Sales,   Derek  Grant,  enJtled  “Email   Deliverability  101”  on  the   Pardot  website  (under   Resources/Webinars)   25  
  26. 26. QuesJons   26  
  27. 27. Contact  InformaJon   Pardot  Robert  Dyson   950  East  Paces  Ferry  Rd  Technical  Project  Manager   Suite  3300   Atlanta,  Georgia  30326  @rdyson  on  TwiOer       404.492.6848   877.3B2B.ROI   27