97% of email is unwanted(according to Microsoft)
There’s just no way around it.There’s just no way around it Spam software rivals the alphabet, telephone, and television as the greatest invention in the history of human communication.* *(Don’t trust “New Media”. Twitter makes email experts cry.)
But how does spam software work? But how does spam software work?
It’s a Fight to Get Email Delivered • Content • Spam Software • Spam Software Rules • Blacklists • IP Reputation • Domain Reputation • Traffic • Speed of Delivery • Total Server Connections • The Recipients themselves
Email service providers are under no legal contract, moral bond, ethical obligation,religious commandment, philosophical fiat, or metaphysical concordance to deliver your emailThey don’t have to make best effort. Theyjust have to… effort… well, technically, not even that.
First, it learns from you• Every time you mark something spam, you’re teaching your mail server what words, phrases, and formats appear in spammy email.
It consults the Rule Book• Check under the email validation tab to see what your spam score is.
Second, it learns from everyone else.• Spam blockers contain hundreds of rules about spam. These rules are the byproduct of 10+ years of identifying spammy messages.• The first spam message was in 1978.
Finally, it assigns every email a score• Every “spammy” element adds some number of points.• Every non-spammy element scores zero or negative points.
It’s like nuclear disarmament… or golf: Aim for zero. (so not much like golf)
Some are funny… • Oprah! • Larger body parts! • CAPITAL letters! • !!!!!!!!!!!!! • Hey bro!
Some are unexpected… • Dear (anything) • “You can be removed from this list.” • Mentions age > 20 • Subject starts with “Do you” • URL Shorteners
Some are downright unfair…• Do you support gay rights? – We’re sorry, but you simply can’t use the words “lesbian” or “lesbians.”• Do you support policy reform? – Better not be “bank laws.”• Do you like to raise money? – For your sake and ours, stop talking about “millions of dollars.”
Follow the Spam Assassin Learn More at http://spamassassin.apache.org/tests_3_3_x.html Google “SpamAssassin rules” Check out the top hit.
According to Customer Insight Group…2.8 billion emails, 100 companies, 9 verticals• 17 % open rate, down from 26% in 2009• Highest open rate – Government & Pharmaceuticals with 25%• Delivery rates = 95%, up from 93% in 2009• Click rate = 3%• Bounce rate = 5%, down from 7%
Orgs Focus• Interaction• Content• List Management You’re now email marketers not email messengers
When it Comes to Email Service Providers…• Just see the… – From – Content – Reaction Everyone needs to be professional emailers
Click Positive Interaction Open ForwardEmail Reply Nothing Negative Interaction Bounce Unsubscribe User Unknown Complaints
What to Measure?• Past – List size – Open rate – Click rate – Conversion rate – Unsubscribes – Complaints• Now – Engagement • Open, Click, Conversion – Unsubcribes – User Unknowns – Complaints – Source
Follow the Results• Clicks – Where did they come from? – What are they clicking?• Opens – Where did they come from? – Why aren’t they clicking? – Change the message?• Nothing – Where did they come from? – Message differently? – When do you cut loose?• Bounces/User Unknown/Unsubcribes/Complaints – Where did they come from? – What’s their true “cost”?
Why Deliverability Matters • 50,000 emails per blast • 2 x week (104 a year) • Open rate – 25% • Click rate – 5% • Conversion – 1% • Average donation - $50 Emails Sent Inbox Place Open Click Conversion Raised Lost100% Inbox 5,200,000 5,200,000 1,300,000 260,000 52,000 $2,600,000Overall 5,200,000 4,825,600 1,206,400 241,280 48,256 $2,412,800 $187,200Gmail 5,200,000 4,154,800 1,038,700 207,740 41,548 $2,077,400 $522,600
Why Deliverability Matters • 32% of Obama for President Emails • 50% of Romney for President Emails Source: ReturnPath
Regular List Management• Hard Bounce Removal – Salsa Bounce Removal – Prevents Spam Traps – Helps deliverability• Remove “inactives” – Helps deliverability – Prevents Spam Traps – One year and they’re gone• Measure Sources – How many are unsubcribing, complaints• Measure Life Cycle – How long is an email active?
Double Opt-In• There is no way for a Spam Trap or user unknown to be added to your list• Only the most interested will sign up• This is the golden standard
Do Not Buy or Trade Lists!!!! Opt-in Only!!!!Seriously. It’s a violation of your contract with Salsa, our Authorized User Policy, is completely ineffective, and is the worst possible thing you can do to your deliverability. Oh and it makes the entire email world worse and Brett cry.