Email-Expo 2012 Deliverability – Euro Rules of the Road Andrew Bonar, Deliverability Director, Emailvision Blog by Messe Frankfurt for the Digital Business: http://connected.messefrankfurt.com/en/

1. Deliverability
EURO RULES OF THE
ROAD
European Road To Success
Andrew Bonar, Deliverability Director @ Emailvision
Founder of EmailExpert http://emailexpert.org/

2. Engagement New Rules
Old best practices are now
the new rules
Smarter mailboxes ensure
you must follow best practice
for maximum R.O.I

3. European Deliverability
Single Points of Failure
Per Country Legislation
More Complex Regulations
Aggressive Use of Blacklists
Internal ISP Blacklists
Lack of Feedback Loops

4. New in 2012
DMARC Authentication
EU “Cookie Law”
ReturnPath Much Stricter
SpamHaus More Active

5. What is Changing?
Domain Based Reputation
Smarter Inboxes
Smarter Filters
Mobile Device Usage
IPv6 the Game Changer

6. European Blacklists

7. Gray Mail
Less than 15% of email is personal 1to1 communication
Source: Hotmail

8. Email How Much?

9. Email How Relevant?
50% of Recipients believe 50%
or more of trusted email is
irrelevant

10. Gmail Clearing Clutter

11. Hotmail A Fresh Look

12. Hotmail The Clean Sweep

13. The Bulk Folder Europe View

14. Relevance Remember Mobile
Mobile Usage continues to
increase
Smart Phones and Tablets
continue to disrupt email
programs

15. Mobile Usage
Typically 19-29%
or more of email
is opened on a
mobile device
Source: Personal Experience

16. Europe Email on Mobile
Source: eCircle via EmailMonday

17. OLD vs New
Email Marketing 1.0 Email Marketing 2.0
IP Reputation Domain Reputation
Permission Trust
Personalisation Segmentation
Inbox Placement Multi-Device Compatibility
Heuristic Filters User Engagement

18. Email Marketing 2.0
- IP Reputation concerns
Email - Personalised email
Marketing - Permission based emails
- Open rates and click rates
1.0
Email - Domain Reputation & Trust
Marketing - Brand Reputation & Trust
- Relevant, Segmented , Targeted
2.0 - Real return on investment

19. Permission & Relevancy
• Gain Permission
• Clear and Unambiguous
• Confirm Permission
• Manage Expectations
• Be Clear on Benefits
• Deliver consistently

20. Suscribing: a Simple Process
Subscribe No fancy tricks, clear simple signup forms
Confirm Confirm the email address of recipient
Welcome Initial Welcome Email
Nurture Nurture the relationship

21. 3 Dangers to Avoid
Poorly Designed Complex/Broken Poor List
Email Signup Unsubscribe Management
Process Process Practices
Simple, clear, Do not make it Unsubscribe
concise, manage hard, drive them soft/hard bounces,
expectations to other re-engage or
channels remove the inactive

22. Reputation Crossroads
Your brand reputation, email reputation &
domain reputation are now interlinked
Poor brand reputation means your email
R.O.I will suffer
Poor domain reputation will result in
email being filtered
Poor email reputation can mean your
website is blocked

23. Domain
Reputation
Interdependent
Email marketing
results are
interdependent
on what is Brand Email
happening in Reputation
Marketing
other online
channels and to
Results
some degree
your offline
behavior too
IP
Reputation

24. Re-Engagment Strategies
Re-Engagement Campaign
No Need to Delete
Segment, Segment, Segment
Learn From The Experience

25. Re-Engagment Strategies

26. Re-Engagment Strategies

27. Earn Trust: Engage & Nurture
Maximise your ROI by tailoring your
email strategy to the changes ahead

28. Questions? More Information?
Andrew Bonar
abonar@emailvision.com
Twitter:
@andrewbonar
facebook.com/mrBonar