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Green Eggs and Spam Breakfast
February 16, 2017
Jen Buehring & Kristina Ek
18 Years of Experience
(Founded in 1999)
• 400+ dedicated professionals
• 12 offices in 7 countries worldwide
About Return...
Collecting All The Data
Provider Data
Streams
Consumer Data
Streams
Inbox
Contactually Molto ParibusGetAirHelpMessage Find...
Return Path Solutions
Powered by the Return Path Data Cloud
• Unique view of email ecosystem so
clients and partners can m...
Your Inbox Knows All About You
We have unprecedented visibility into the inbox
CONSUMERS & DEVELOPERS
and
3M+
Consumers
eCommerce receipts
from over
5,00...
Return Path
Inbox Placement Rate
IP Reputation Metrics
Engagement & Read %
Subject line metrics
Competitive Intelligence
E...
Email is Still the Most Effective Channel…
…but only if your email is getting into the inbox!
Email Searc
h
Social Email S...
Measure What
Matters
9
Measure More than Delivered
Monitor your Inbox Placement Rate
Globally 12% of promotional emails are delivered to the spam...
11
I do not like it,
Sam-I-am
I do not like your email,
Sam-I-am
Maintain Subscriber
List Quality
12
Maintain Subscriber Quality
Select Data Sources Carefully
o Quarantine New Data
o Provide Easy Update Options
o Consider D...
Reduce Spam
Complaints
14
Reduce Spam Complaints
o Welcome the Subscriber
o Positively reinforce the new relationship
o Adjust Frequency
o Don’t def...
Supercharge Your
Subject Lines
16
Subject Line Best Practices
o Check the Length of your Subject Lines
o The most common length is 41 – 50 characters.
o Sub...
Improve Your
Content
18
Content is Key
o Test Email Rendering Before Deployment
Know what devices users are reading your email on and test
o Verif...
Monitor Your
Sending Reputation
Know your Reputation
o Sign up for Google Postmaster Tools
o Sign up for Microsoft Smart Network Data Services
o Sign up f...
Dealing with
Blacklists
22
Get to Know the most Important Blacklists
• Spamhaus
• Spamcop
• URIBL
23
24
Questions?
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Green Eggs & Spam

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Green Eggs & Spam

  1. 1. Green Eggs and Spam Breakfast February 16, 2017 Jen Buehring & Kristina Ek
  2. 2. 18 Years of Experience (Founded in 1999) • 400+ dedicated professionals • 12 offices in 7 countries worldwide About Return Path Proven Data Infrastructure • Over 2.5 billion Certification inboxes • Scoring 26 million IP addresses daily • Nearly 300 global partners • Processing millions of transactions per day • We can see more email data than any other company in the world Over 3000 Email Optimization Customers • Industries include: • Retail • Technology • Finance • Entertainment • And more
  3. 3. Collecting All The Data Provider Data Streams Consumer Data Streams Inbox Contactually Molto ParibusGetAirHelpMessage Finder UnsubscriberOrganizer
  4. 4. Return Path Solutions Powered by the Return Path Data Cloud • Unique view of email ecosystem so clients and partners can make better business decisions. • Inputs from 300+ providers representing 2.5 billion email accounts. • In-depth behavioral insights from the inboxes of more than 2 million individual consumers.
  5. 5. Your Inbox Knows All About You
  6. 6. We have unprecedented visibility into the inbox CONSUMERS & DEVELOPERS and 3M+ Consumers eCommerce receipts from over 5,000 Retailers Data Examples: Message arrived, message read, message deleted, subject line, creative, purchase receipts, travel notifications PROVIDERS Data Examples: Mail logs, spam traps, complaints, deliverability stats, IP authentication, SPF/DKIM/DMARC records 300+ Providers 2.5B Inboxes with
  7. 7. Return Path Inbox Placement Rate IP Reputation Metrics Engagement & Read % Subject line metrics Competitive Intelligence Email Client data Delivery Rate Bounce Rates Opens, Clicks, Unsubscribes & Complaints SMTP Codes & Bounce Reasons Subscriber Email Activity Data Email Reporting – Return Path vs. ESP ESP
  8. 8. Email is Still the Most Effective Channel… …but only if your email is getting into the inbox! Email Searc h Social Email Social Paid Search Statista DMA’s Annual Response Rate Report Ecommerce Conversion Rates Median ROI 3.31% 2.27% 1.08% 22% 16% 8%
  9. 9. Measure What Matters 9
  10. 10. Measure More than Delivered Monitor your Inbox Placement Rate Globally 12% of promotional emails are delivered to the spam folder Monitor your Read Rate Average Read Rate is 14% Monitor your Complaint Rate Average Complaint Rate is .18% Industry prefers around .10% Monitor your “Deleted Without Reading” Rate Average Deleted without reading” Rate is 9% 10
  11. 11. 11 I do not like it, Sam-I-am I do not like your email, Sam-I-am
  12. 12. Maintain Subscriber List Quality 12
  13. 13. Maintain Subscriber Quality Select Data Sources Carefully o Quarantine New Data o Provide Easy Update Options o Consider Double Opt-In o Select Data Sources Carefully o Email Your List Regularly o Monitor Subscriber Activity o Run Basic List Hygiene Services 13
  14. 14. Reduce Spam Complaints 14
  15. 15. Reduce Spam Complaints o Welcome the Subscriber o Positively reinforce the new relationship o Adjust Frequency o Don’t default to all email / all the time o Set expectation on how much mail user will receive and allow them to adjust o Sign up for Feedback Loops o Removes complainers o Identify problematic campaigns & acquisition 15
  16. 16. Supercharge Your Subject Lines 16
  17. 17. Subject Line Best Practices o Check the Length of your Subject Lines o The most common length is 41 – 50 characters. o Subject lines 61 – 70 characters have the highest open rate. o What Keywords increase read rate and what don’t? o Subject Lines that create a sense of urgency o Subject Lines that demonstrate benefit o Test, Test, Test! 17
  18. 18. Improve Your Content 18
  19. 19. Content is Key o Test Email Rendering Before Deployment Know what devices users are reading your email on and test o Verify HTML Before Every Send 70% of people will delete an email if it doesn’t render well Focus on fixing HTML issues for the email clients and MBPs important to you o Test Content Against Spam Filters Prioritize based on your list Verify if spam filter issue is due to links in email or content 19
  20. 20. Monitor Your Sending Reputation
  21. 21. Know your Reputation o Sign up for Google Postmaster Tools o Sign up for Microsoft Smart Network Data Services o Sign up for AOL whitelisting o What is your SenderScore 21
  22. 22. Dealing with Blacklists 22
  23. 23. Get to Know the most Important Blacklists • Spamhaus • Spamcop • URIBL 23
  24. 24. 24 Questions?

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