Busting out of the junk folder: Dale Langley
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Text, images, spam words, laws, permission, spam traps, segmentation, cadence, IP addresses, spoofing, whitelists, blacklists, firewalls, opens, reads, complaints…the list goes on! Join us for a simplified guide to deliverability and tackling one of the most common problems, getting your email into the inbox.
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Busting out of the junk folder: Dale Langley
- 1. How to Inbox and stay there! Dale Langley - Head of Deliverability
- 2. What makes it to the Inbox? My email account
- 3. What’s in my Junk folder? Fraud / Phishing / Spoofing I purchased but didn’t consciously opt-in I had to sign–up in exchange for something I signed up but no longer engage with the brand
- 4. What’s in my Inbox? I signed up to receive emails and read regularly I recently engaged with the brand Participants in Certification Program I recently purchased, the emails are likely to be of interestI opted to sign–up in exchange for something benefici
- 6. The key levers of deliverability Can my ESP get me to the inbox?
- 7. The key levers of deliverability Senders ISPs Recipients
- 8. Senders ISPs Recipients Subscriber List • How / where data is acquired • Type of permission • Accuracy The key levers of deliverability
- 9. Senders ISPs Recipients Email Content • Ratio of text to links • Rendering • Spam laws The key levers of deliverability
- 10. Senders ISPs Recipients Campaign planning • How many emails • How often • Subscriber lifecycle The key levers of deliverability
- 11. Senders ISPs Recipients Infrastructure • IP addresses • DNS management • SPF, DKIM etc. The key levers of deliverability
- 12. Senders ISPs Recipients The key levers of deliverability
- 13. Senders ISPs Recipients Authentication Evaluated • DKIM • SPF • DMARC The key levers of deliverability
- 14. Senders ISPs Recipients Reputation • Past performance • External sources • Similar senders The key levers of deliverability
- 15. Senders ISPs Recipients Blacklists / Whitelists • Personal (e.g. marked as spam) • Global (e.g. Spamhaus, URIBL) The key levers of deliverability
- 16. Senders ISPs Recipients Rejections / Bounces • Invalid email addresses • Full mailboxes • Autoresponders The key levers of deliverability
- 17. Senders ISPs Recipients The key levers of deliverability
- 18. Senders ISPs Recipients The key levers of deliverability
- 19. Senders ISPs Recipients The key levers of deliverability
- 20. Senders ISPs Recipients The key levers of deliverability
- 21. Senders ISPs Recipients Display & Engage • Rendering • Desktop • Mobile • Ease of engagement The key levers of deliverability
- 22. Senders ISPs Recipients Competition • Direct • Indirect The key levers of deliverability
- 23. Senders ISPs Recipients Positive • Opening • Marking as ‘not spam’ • Forwarding The key levers of deliverability
- 24. Senders ISPs Recipients Negative • Ignored • Deleted without reading • Marked as spam • Unsubscribe The key levers of deliverability
- 25. Senders ISPs Recipients The key levers of deliverability
- 26. Senders ISPs Recipients The key levers of deliverability
- 27. Senders ISPs Recipients The key levers of deliverability You hold the keys but we’re here to help!
- 28. The good, the bad, and what to do when it turns ugly! Email engagement
- 31. 14% Open this Email Making an impression
- 32. 14% Open this Email 23% Have Opened Email From this Sender in the Last 30 Days Making an impression
- 33. 14% Open this Email 23% Have Opened Email From this Sender in the Last 30 Days 5% Aren’t Interested and Delete the EmailWithout Opening Making an impression
- 34. 14% Open this Email 23% Have Opened Email From this Sender in the Last 30 Days 5% Aren’t Interested and Delete the EmailWithout Opening 5% Addresses have Expired (Bounced) Making an impression
- 35. 14% Open this Email 23% Have Opened Email From this Sender in the Last 30 Days 5% Aren’t Interested and Delete the EmailWithout Opening 5% Addresses have Expired (Bounced) 12% Addresses are Inactive Making an impression
- 36. 14% Open this Email 23% Have Opened Email From this Sender in the Last 30 Days 5% Aren’t Interested and Delete the EmailWithout Opening 5% Addresses have Expired (Bounced) 12% Addresses are Inactive The Remaining 52% Aren’t Interested Making an impression
- 38. I opened this email but I don’t know why I got it… Tipping the balance
- 40. I AM THE 1 IN 500! Tipping the balance
- 46. And how to fix it Where did it go wrong?
- 47. Where did it go wrong? 0 10 20 30 40 50 60 70 80 90 100 0 7 14 21 Inbox% 0 10 20 30 40 50 60 70 80 90 100 0 7 14 21 28 35 42 49 56 Inbox% Sudden Decline Slow Decline Usually • Content change / problem • Problem with data selection • Increase in complaints Tip: compare before vs. after to understand what changed Usually • Change in email list (e.g. churn) • Lack of re-engagement • Quality of new data Tip: ensure that you recognise lack of engagement programmatically
- 48. The importance of recency Gmail and Yahoo apps now prompt subscribers to unsubscribe from senders if they haven’t read email from them in the last month. Takeaway: recognise when subscribers are becoming inactive and re-engage them
- 49. A real-life example 0 10 20 30 40 50 60 70 80 90 100 0 7 14 21 28 35 42 49 Inbox% Day Spam Inbox Mailing entire subscriber base Restrict Gmail to 0-6 months website activity / clicked email Restrict Gmail to 0-30 days website activity / clicked email It’s all about balance!
- 50. • If you send email that subscribers want , you will not be filtered to the junk folder. • If you’re working to fix filtering short-term, ensure that you tackle underlying issues: • Make your opt-in clear, inform subscribers what you’re going to send. • Make unsubscribing easy. • Keep your list clean, tackle data quality issues. • Recognize and plan for those who aren’t engaging. • Meet subscriber needs, you’ll stay in the inbox if subscribers get value from your email. • Your ESP cannot often fix your deliverability problems but they should provide advice. • Be patient! It can take up to 30 days to get results. In summary
- 51. Any questions?
- 52. Thank you!