O Futuro do Email - RD Summit 2014
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Pedro Sorrentino from SendGrid discussed best practices for email deliverability at the RD Summit '14. He emphasized that the future of email is about getting messages into users' inboxes. SendGrid processes over 16 billion emails per month for over 180,000 customers. However, 20% of emails worldwide do not reach users' inboxes. Pedro discussed factors that impact deliverability like authentication, volume, clicks/opens, and unsubscribes. He also covered upcoming changes like DMARC and the trend toward using domain reputation instead of IP addresses. Pedro's key message was to send the right message to the right person at the right time with the right frequency.
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O Futuro do Email - RD Summit 2014
- 1. SendGrid RD Summit ‘14 The Future of Email is Deliverability Pedro Sorrentino – Ecosystem & Latam Growth – SendGrid @pedrosorren Pedro @ sendgrid.com
- 2. 2 Obrigado! & Introduce yourself to your neighbor =)
- 3. Tell Me More About You
- 5. SendGrid exists to make email simple
- 6. of the world’s wanted email does NOT reach the inbox 20%
- 7. SGA | 2014 Delivering 16+ billion emails per month for 180,000+ customers
- 8. # 1 & 65% 20% 8% 7000+
- 10. 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
- 11. What REALLY matters to you?
- 12. GET to the INBOX. Be Personal. Make $$$$!
- 13. Is Email Dead?
- 14. 150 Billion emails a day Global Email Volume= 2.3 Billion + Avg Inbox has 8024 messages! How many active inboxes?
- 15. “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
- 16. Email is still a BIG deal.
- 17. Best Practices to WIN, BIG.
- 18. 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
- 20. Top ISPs
- 21. What do ISPs Want?
- 23. Wanted Email.
- 24. Why Should I care what ISPs want?
- 26. How Much Spam? 69.9% total = 103 Billion a day
- 28. Seu domínio pode ser prejudicado à longo prazo Não é simples recuperar a sua reputação
- 29. A comunidade de abuso é pequena.
- 30. O que eles procuram nos seus emails?
- 31. Palavras e o tamanho das imagens
- 32. Authentication
- 33. Use a Valid From Address DO NOT SPOOF!
- 35. Volume de Envio
- 36. Clicks & Opens
- 39. How do ISPs Monitor Email Performance?
- 40. Unsubscribe & Sunset Policies
- 41. True or False? • Sending more mail makes you more money.
- 42. 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
- 43. Positive Engagement • Opens • Clicks • Reply to • Priority inbox
- 44. Negative Engagement • Unsubscribes • Mass deleting emails • Spam reports • No engagement
- 46. Temptations
- 47. Purchased Lists
- 49. Inviting friends via the address book
- 50. Looking Forward
- 52. 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
- 53. • 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
- 54. • Feedback loops to report complaints • IP reputation • Yahoo Bulk Sender Form • Automated engagement tracking
- 55. • JMRP (Junk Email reporting program) • SRD (trusted users) shapes your reputation • IP Reputation • SNDS provides tool to monitor reputation
- 56. Dripped Campaigns / Optimization
- 57. In Product Database Integration
- 58. The Web Inside the Inbox
- 60. 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)
- 61. Content Frequency Vero Apostle.io Dripped Campaigns Core Transactional (IaaS) Traditional Newsletters
- 62. Key Takeaways • Right Message • to the • Right Person • at the • Right Time • with the • Right Frequency
Editor's Notes
- Navigating the ISP Landscape. This can be a difficult endeavor if you don’t have up to date insider information. Today I hope to share that information with you.
- Top ISPs What is an ISP? What is an ESP? Here are a few top ISPs.
- You might be asking yourself, how am I to know what ISPs want? They are competing with many other ISPs for the best customer experience. Getting wanted mail to the inbox
- How do ISPs measure a senders performance? Filtering Authentication – DKIM, DMARC, SPF – if you use a reputable ESP they will take of this for you. In general it is signing your email so the recipient ISP can validate you are a legitimate sender. Subscribe to blacklists. Many large ISPs use Spam Haus or other Blacklist to further insure that the sender IP and domain are not known bad senders.
- True or False? Sending more mail makes you more money. False. This could be answered as true and it still make sense. It can be deceiving in that sometimes you will send more mail and make more money but there is a limit to where it too much. This can affect your reputation, inboxing and in turn $
- Engagement: Quality vs. Quantity More email <> equal more $ Non-engagement kills your deliverability Send to only those who want your email – Know your customers – send the right message
- Opens Clicks Reply to
- Unsubscribe Mass delete Spam reports No engagement
- What is Engagement? The most important trend in the industry today
- Temptations – everyone has them but avoid these pitfalls
- Purchased lists
- Auto sign up (pre-checked box)
- Inviting – using address books Do it the right way or stay clear of this tactic altogether
- Looking forward – what trends are we seeing?
- Reputation IP vs. Domain In the past reputation was only really measured by IP and changing IPs would allow you to start fresh. This is no longer the case. Trend is moving towards Domain reputation – GMAIL is on the forefront of this
- Domain reputation, Blackbox – no one at the postmaster desk, List unsubscribe (no FBl), A plus – shares logic for bulked mail
- FBLs, IP reputation, Yahoo Bulk Sender form, Automated engagement
- JMRP – otherwise known as Feedback loops SRD –trusted Hotmail users are asked to vote you whether your email is spam/wanted IP reputation SNDS provides tool to monitor – red/yellow/green
- Concentrate on the Right Message – to the Right Person – at the Right Time - with the Right Frequency and you will stay on the good side of the ISPs and have little trouble getting to the inbox of your customers