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Navigating the ISP LandscapeAmy MustoeDirector of Account ManagementJune 4 2013
Navigating the ISP Landscape
Top ISPs
What do ISPs Want?• Best user experience for their customers• To deliver wanted mail• Protect customers from spam- Spam = ...
Why Should I care what ISPswant?
Here are some reasons why• 90% of email is not delivered or filteredto spam folder• A simple mistake can live with yourbra...
How do ISPs Monitor EmailPerformance?
Engagement
True or False?• Sending more mail makes you moremoney.
Engagement:Quality vs. Quantity• More email does not equal more money• Non engagement affect yourdeliverability• Sending t...
Positive Engagement• Opens• Clicks• Reply to
Negative Engagement• Unsubscribe• Mass deleting emails• Mark as spam• No engagement
What do I do With EngagementData?• Segment your list- Metrics by ISP- Open and click rates• Win-back campaigns• Identify p...
Temptations
Purchased Lists
Automatically Sign People Up
Inviting Recipient’s AddressBooks
Looking Forward
Reputation:IP vs. Domain• Reputation tied today mostly to your IP• The trend is moving from preferring IP reputation todom...
• Domain Reputation - automated• Blackbox - no humans at the postmasterdesk• List unsubscribe – no official feedbackloop• ...
• Feedback loops to report complaints• IP reputation• Yahoo Bulk Sender Form• Automated engagement tracking
• JMRP (Junk Email reporting program)• SRD (trusted users) shapes yourreputation• IP Reputation• SNDS provides tool to mon...
Key Takeaway• Right Message• to the• Right Person• at the• Right Time• with the• Right Frequency
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Navigating the ISP Landscape

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Anyone who has spent any time trying to get their important email receipts, notifications, or password resets to their users' inboxes knows how daunting it can be to navigate the ISP landscape. What is the best way to authenticate your email for Gmail users? Does Yahoo! care more about IP reputation or domain reputation? Can I expect a different click and open rate for different ISPs?

SendGrid email experts Ryan Harris and Amy Mustoe offer advice on how to comply with ISP expectations and identify trends they are seeing among today's most popular ISPs.

Published in: Technology, News & Politics
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Navigating the ISP Landscape

  1. 1. Navigating the ISP LandscapeAmy MustoeDirector of Account ManagementJune 4 2013
  2. 2. Navigating the ISP Landscape
  3. 3. Top ISPs
  4. 4. What do ISPs Want?• Best user experience for their customers• To deliver wanted mail• Protect customers from spam- Spam = Unwanted mail
  5. 5. Why Should I care what ISPswant?
  6. 6. Here are some reasons why• 90% of email is not delivered or filteredto spam folder• A simple mistake can live with yourbrand/domain forever• It is hard to fix a bad reputation• The abuse community is small and badsender information is shared
  7. 7. How do ISPs Monitor EmailPerformance?
  8. 8. Engagement
  9. 9. True or False?• Sending more mail makes you moremoney.
  10. 10. Engagement:Quality vs. Quantity• More email does not equal more money• Non engagement affect yourdeliverability• Sending the right message to thoseengaged and another to the lessengaged is key
  11. 11. Positive Engagement• Opens• Clicks• Reply to
  12. 12. Negative Engagement• Unsubscribe• Mass deleting emails• Mark as spam• No engagement
  13. 13. What do I do With EngagementData?• Segment your list- Metrics by ISP- Open and click rates• Win-back campaigns• Identify problems with certain ISPs• Profile your customers
  14. 14. Temptations
  15. 15. Purchased Lists
  16. 16. Automatically Sign People Up
  17. 17. Inviting Recipient’s AddressBooks
  18. 18. Looking Forward
  19. 19. Reputation:IP vs. Domain• Reputation tied today mostly to your IP• The trend is moving from preferring IP reputation todomain reputation- Gmail is biggest user of domain reputation todate and Yahoo, Hotmail and AOL are quicklymoving in this direction- Making marketing decisions while keeping yourbrand in mind will be critical for the future
  20. 20. • Domain Reputation - automated• Blackbox - no humans at the postmasterdesk• List unsubscribe – no official feedbackloop• A plus - shares logic for bulked mail
  21. 21. • Feedback loops to report complaints• IP reputation• Yahoo Bulk Sender Form• Automated engagement tracking
  22. 22. • JMRP (Junk Email reporting program)• SRD (trusted users) shapes yourreputation• IP Reputation• SNDS provides tool to monitor reputation
  23. 23. Key Takeaway• Right Message• to the• Right Person• at the• Right Time• with the• Right Frequency

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