Emailing in a Spammy World  & the Future of Email
• It’s Time to Get Smarter  About Spam
Today’s Agenda•   Why are we here?•   How does spam software work?•   An important reminder•   The game has changed…•   Th...
Why are we here?
144.8 billion emails are sent every day(Radicati Group Email Statistics Report, 2012-                  2016)• Projecting 1...
• Email = 1 mile                  • 606,111 trips to the                    moon• Email = 1 foot• 995,587,345 Empire State...
That’s 20 emails for every person on the           planet every day…   …and only 32.7% of the world has         Internet a...
Hold up.What percentage is unwanted?
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 televi...
Spam software is not your enemy
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  • D...
Email service providers are under no legal  contract, moral bond, ethical obligation,religious commandment, philosophical ...
First, it learns from you• Every time you mark something spam, you’re  teaching your mail server what words, phrases,  and...
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 ...
Finally, it assigns every email a score• Every “spammy” element adds some number  of points.• Every non-spammy element sco...
It’s like nuclear disarmament… or golf:                 Aim for zero.            (so not much like golf)
What is learned is never unlearned
What scores points?What scores points?
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   •   Subjec...
Some are downright unfair…• Do you support gay rights?   – We’re sorry, but you simply can’t use the words     “lesbian” o...
Follow the Spam Assassin       Learn More at http://spamassassin.apache.org/tests_3_3_x.html                        Google...
BEFORE WE CONTINUE,A QUICK REMINDER…
According to Customer Insight Group…2.8 billion emails, 100 companies, 9 verticals• 17 % open rate, down from 26% in 2009•...
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 professio...
Click                       Positive Interaction         Open        ForwardEmail    Reply        Nothing        Negative ...
What to Measure?• Past   – List size   – Open rate   – Click rate   – Conversion rate   – Unsubscribes   – Complaints• Now...
Follow the Results• Clicks   – Where did they come from?   – What are they clicking?• Opens   – Where did they come from? ...
Why Deliverability Matters                    Overall            Inbox    Bulk     MissingNovember    90.9%    1.2%      7...
Why Deliverability Matters                               •   50,000 emails per blast                               •   2 x...
Why Deliverability Matters  • 32% of Obama for President Emails • 50% of Romney for President Emails                      ...
Regular List Management• Hard Bounce Removal   – Salsa Bounce Removal   – Prevents Spam Traps   – Helps deliverability• Re...
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 si...
Don’t “Opt-In” and     You’ll Catch Something
It’s OK to Remove People From Your List
Do Not Buy or Trade Lists!!!!                      Opt-in Only!!!!Seriously. It’s a violation of your contract with Salsa,...
Contact Us:support@salsalabs.comwww.salsalabs.com
Emailing in a Spammy World
Emailing in a Spammy World
Emailing in a Spammy World
Upcoming SlideShare
Loading in …5
×

Emailing in a Spammy World

359 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
359
On SlideShare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Emailing in a Spammy World

  1. 1. Emailing in a Spammy World & the Future of Email
  2. 2. • It’s Time to Get Smarter About Spam
  3. 3. Today’s Agenda• Why are we here?• How does spam software work?• An important reminder• The game has changed…• The most important thing you’ll ever learn about spam
  4. 4. Why are we here?
  5. 5. 144.8 billion emails are sent every day(Radicati Group Email Statistics Report, 2012- 2016)• Projecting 192.2 billion a day by 2016• 3.3 billion email accounts in 2012
  6. 6. • Email = 1 mile • 606,111 trips to the moon• Email = 1 foot• 995,587,345 Empire State Buildings
  7. 7. That’s 20 emails for every person on the planet every day… …and only 32.7% of the world has Internet access as of Dec. 31, 2011
  8. 8. Hold up.What percentage is unwanted?
  9. 9. 97% of email is unwanted(according to Microsoft)
  10. 10. 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.)
  11. 11. Spam software is not your enemy
  12. 12. But how does spam software work? But how does spam software work?
  13. 13. 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
  14. 14. 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.
  15. 15. 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.
  16. 16. It consults the Rule Book• Check under the email validation tab to see what your spam score is.
  17. 17. 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.
  18. 18. Finally, it assigns every email a score• Every “spammy” element adds some number of points.• Every non-spammy element scores zero or negative points.
  19. 19. It’s like nuclear disarmament… or golf: Aim for zero. (so not much like golf)
  20. 20. What is learned is never unlearned
  21. 21. What scores points?What scores points?
  22. 22. Some are funny… • Oprah! • Larger body parts! • CAPITAL letters! • !!!!!!!!!!!!! • Hey bro!
  23. 23. Some are unexpected… • Dear (anything) • “You can be removed from this list.” • Mentions age > 20 • Subject starts with “Do you” • URL Shorteners
  24. 24. 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.”
  25. 25. Follow the Spam Assassin Learn More at http://spamassassin.apache.org/tests_3_3_x.html Google “SpamAssassin rules” Check out the top hit.
  26. 26. BEFORE WE CONTINUE,A QUICK REMINDER…
  27. 27. 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%
  28. 28. Orgs Focus• Interaction• Content• List Management You’re now email marketers not email messengers
  29. 29. When it Comes to Email Service Providers…• Just see the… – From – Content – Reaction Everyone needs to be professional emailers
  30. 30. Click Positive Interaction Open ForwardEmail Reply Nothing Negative Interaction Bounce Unsubscribe User Unknown Complaints
  31. 31. What to Measure?• Past – List size – Open rate – Click rate – Conversion rate – Unsubscribes – Complaints• Now – Engagement • Open, Click, Conversion – Unsubcribes – User Unknowns – Complaints – Source
  32. 32. 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”?
  33. 33. Why Deliverability Matters Overall Inbox Bulk MissingNovember 90.9% 1.2% 7.8%December 89.2% 1.0% 9.7%January 88.9% 1.0% 10.1%February 90.6% 0.9% 8.5%March 89.9% 1.3% 8.8%April 95.5% 0.9% 3.5%May 95.8% 1.4% 2.7%June 94.5% 2.7% 2.7%July 95.2% 2.9% 1.9%August 94.7% 1.9% 3.4%September 93.7% 1.6% 4.7%Average 92.8% 1.6% 5.7% Gmail Inbox Bulk MissingNovember 86.3% 13.6% 0.1%December 83.3% 16.5% 0.2%January 81.1% 18.9% 0.0%February 83.2% 16.8% 0.0%March 76.8% 23.2% 0.0%April 84.7% 15.3% 0.0%May 75.6% 24.3% 0.1%June 69.8% 28.9% 1.3%July 82.3% 17.7% 0.0%August 82.8% 17.0% 0.2%September 68.7% 30.5% 0.8%Average 79.9% 19.9% 0.2%
  34. 34. 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
  35. 35. Why Deliverability Matters • 32% of Obama for President Emails • 50% of Romney for President Emails Source: ReturnPath
  36. 36. 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?
  37. 37. 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
  38. 38. Don’t “Opt-In” and You’ll Catch Something
  39. 39. It’s OK to Remove People From Your List
  40. 40. 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.
  41. 41. Contact Us:support@salsalabs.comwww.salsalabs.com

×