Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

O Futuro do Email - RD Summit 2014

662 views

Published on

Apresentação sobre o Futuro do Email, feita durante o RDSummit 2014 em Florianópolis

Published in: Marketing
  • Be the first to comment

O Futuro do Email - RD Summit 2014

  1. 1. SendGrid RD Summit ‘14 The Future of Email is Deliverability Pedro Sorrentino – Ecosystem & Latam Growth – SendGrid @pedrosorren Pedro @ sendgrid.com
  2. 2. 2 Obrigado! & Introduce yourself to your neighbor =)
  3. 3. Tell Me More About You
  4. 4. About me @pedrosorren
  5. 5. SendGrid exists to make email simple
  6. 6. of the world’s wanted email does NOT reach the inbox 20%
  7. 7. SGA | 2014 Delivering 16+ billion emails per month for 180,000+ customers
  8. 8. # 1 & 65% 20% 8% 7000+
  9. 9. Delivery Flow SGA | 2014 Sender Recipient Email content passed to SendGrid via API or SMTP Email delivered to recipients’ inboxes Analytics captured by SendGrid and passed back to customer SendGrid processes and queues email
  10. 10. What REALLY matters to you?
  11. 11. GET to the INBOX. Be Personal. Make $$$$!
  12. 12. Is Email Dead?
  13. 13. 150 Billion emails a day Global Email Volume= 2.3 Billion + Avg Inbox has 8024 messages! How many active inboxes?
  14. 14. “A good definition of the web might be, “the stuff you can find by searching it.” Google says the web contains 30 trillion unique URLs. The average web page contains 96 of those objects, and is 1.6 megabytes in size. That puts the size of the indexed web at around 512 petabytes. So, email is about 3x the size of the web (based on average size of messages) Via https://medium.com/@raindrift/how-big-is-email-305bbdb69776
  15. 15. Email is still a BIG deal.
  16. 16. Best Practices to WIN, BIG.
  17. 17. Breakdown the Perspective as a Sender vs a Receiver • Put your self in the perspective of the Sender • We tell customers to send less all the time • We fire bad senders
  18. 18. Top ISPs
  19. 19. What do ISPs Want?
  20. 20. Wanted Email.
  21. 21. Why Should I care what ISPs want?
  22. 22. How Much Spam? 69.9% total = 103 Billion a day
  23. 23. Seu domínio pode ser prejudicado à longo prazo Não é simples recuperar a sua reputação
  24. 24. A comunidade de abuso é pequena.
  25. 25. O que eles procuram nos seus emails?
  26. 26. Palavras e o tamanho das imagens
  27. 27. Authentication
  28. 28. Use a Valid From Address DO NOT SPOOF!
  29. 29. Volume de Envio
  30. 30. Clicks & Opens
  31. 31. support@mycompany.com
  32. 32. How do ISPs Monitor Email Performance?
  33. 33. Unsubscribe & Sunset Policies
  34. 34. True or False? • Sending more mail makes you more money.
  35. 35. Engagement: Quality vs. Quantity • More email does not equal more money • Non engagement affects your deliverability • Sending the right message to those engaged and another to the less engaged is the key
  36. 36. Positive Engagement • Opens • Clicks • Reply to • Priority inbox
  37. 37. Negative Engagement • Unsubscribes • Mass deleting emails • Spam reports • No engagement
  38. 38. EngagementEmail Engagement.
  39. 39. Temptations
  40. 40. Purchased Lists
  41. 41. Automatic sign up
  42. 42. Inviting friends via the address book
  43. 43. Looking Forward
  44. 44. DMARC Opportunistic TLS
  45. 45. Reputation: IP vs. Domain • Reputation tied today mostly to your IP • The trend is moving from preferring IP reputation to domain reputation - Gmail is biggest user of domain reputation to date and Yahoo, Hotmail and AOL are quickly moving in this direction - Making marketing decisions while keeping your brand in mind will be crucial success in the future
  46. 46. • Domain Reputation - automated • Blackbox – hello? No one is at the postmaster desk • List unsubscribe – no official feedback loop • A plus - shares logic for bulked mail
  47. 47. • Feedback loops to report complaints • IP reputation • Yahoo Bulk Sender Form • Automated engagement tracking
  48. 48. • JMRP (Junk Email reporting program) • SRD (trusted users) shapes your reputation • IP Reputation • SNDS provides tool to monitor reputation
  49. 49. Dripped Campaigns / Optimization
  50. 50. In Product Database Integration
  51. 51. The Web Inside the Inbox
  52. 52. Content Frequency Lots of Content at Once (Monthly Newsletter) You don’t want to be here Core Product Notifications (Dripped Campaigns, Activation Based on User Behavior) Pure Transactional Emails (Sign up Confirmation, Password Reminders)
  53. 53. Content Frequency Vero Apostle.io Dripped Campaigns Core Transactional (IaaS) Traditional Newsletters
  54. 54. Key Takeaways • Right Message • to the • Right Person • at the • Right Time • with the • Right Frequency
  55. 55. Thanks! / Questions? pedro@sendgrid.com Sendgrid.com pedrosorren.com @pedrosorren

×