This document discusses best practices for email list management and growth to maximize revenue. It covers deliverability basics, list building strategies, and considerations for publishers managing multiple lists. Some key points include: avoiding purchased lists due to data quality issues; using hybrid opt-in forms to get email addresses first before asking for details; welcoming and engaging subscribers after opt-in; centralizing list management; and defining policies and practices to optimize deliverability across lists and marketing teams.

1. Manage your List to
Maximize Revenue

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Today’s Speaker
Join the discussion on Twitter #Lyriswebinar
Evan Burke
Global Head of Deliverability
Lyris, Inc.

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Key Email Marketing Pain Points
List Growth and Maintenance

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Deliverability Basics
Ideas for List Building
Publisher Considerations for List Management
Agenda

5. Deliverability Basics

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Understanding Spam Filter Behavior
What’s the best way to determine whether a mail is spam?
Ask the person receiving it.
Or, more broadly speaking: ask all of
the recipients receiving it.

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Spam Filtering – Key Metrics
 Hard bounce rate
 Spam complaints
 Engagement (opens, clicks)
 Messages reported as ‘not spam’

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Spam Filtering – email configuration
 From / Reply address
 Authentication (DKIM, SPF, DMARC)
 Domains used in messages
 Links
 Image URLs
 “Envelope-From” / Return-Path
 Sending IP address

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Configuration benefits
There are a few key ways this benefits your deliverability:
 Greater control over your sending reputation
 Helps ensure you won’t be affected by third party messages
 ISPs recommend many forms of configuration
 Enables use of certain feedback loops
 Reduces susceptibility to reputation hijacking

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The state of spam filtering
The secret to good deliverability:
Send email that people
want to receive.
That’s not so tricky, is it?

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Managing metrics
Key ways to keep metrics in line include:
 No surprises
 Recipients should expect your mail
 Know who you are and why you’re emailing them
 Keep the email relevant to the recipient
 Establish a lifecycle program for recipients
 Welcome message
 Drip campaigns
 Sunset policy

12. List Building

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The first rule of sending to a purchased list is:
Do NOT send to a purchased list

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Why are purchased lists bad?
 Data quality issues / spamtraps
 High spam complaints
 High hard bounces
 Unexpected / unwanted mail
These translate to deliverability issues – sometimes irreparable.
Would you take a 20% drop in deliverability for up to 2 months – or
sometimes more - for the short-term benefit you might get from a
purchased list?

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Improving the sign-up form
Problem:
 Lost sign-ups due to complicated sign-up forms
 Can affect both B2B and B2C
Solution:
 Use a hybrid approach to acquiring an email address
 Get the address first
 Ask for additional detail after you have the email
 Use automated follow-up if details are missing

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Other Options
 Pop-up Subscription Forms

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Make your sign-up obvious

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Be Descriptive
Tell potential subscribers exactly what you
plan to send them and how often.

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Capture subscriber details directly in Facebook.
Social Media: Facebook sign-up

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Social Media: Twitter Lead Gen Cards
Outdoor gear and apparel
company Rock/Creek
(@RockCreek) were able to
capture over 1,700 new email
addresses in less than a week.
Twitters Lead Gen Cards allow
you to capture email addresses
through promoted tweets.

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Don’t neglect recipients after sign-up
Effective email list building has three key components:
1. Where and how you acquire the email addresses
2. How you welcome each new email subscriber
3. How you manage the relationship after the email opt-in

22. Publishers Considerations for
List Management

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Key challenges
 Lots of lists to manage, often from different sources
 Multiple marketing managers, with many responsibilities
outside of email
 Lack of centralized list management
 Incomplete best practices, particularly in the area of
deliverability infrastructure
 Lower sending frequency can increase invalid rate

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What do these lead to in practice?
 Increased hard bounces
 Widely varying sending reputation across lists / marketing
managers
 Actions of one marketing manager – or quality issues with
one list – can impact deliverability for the entire
organization
 Inconsistent application of best practices

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Solutions:
 Centralize list management
 If an address hard bounces for one list, remove it from
others.
 Consider doing this with spam complaints/unsubscribes as
well, based on business needs
 Define best practices for:
 List management
 List acquisition
 Deliverability infrastructure
 Activity segmentation
 Lifecycle programs

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Solutions continued…
 Train marketing managers on processes and best practices
 Design and implement policies for isolating accounts,
where appropriate:
 Separate sending IPs
 Separate domains
 Regularly review performance and configuration of each
list/account with an eye towards reputation
 Lyris’ DeliveryView consulting services can help you build
policies and practices for optimizing deliverability.

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Questions?

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Trusted email marketing solution for some of
the world’s largest B2C and B2B publishers,
and media and entertainment companies
How Lyris Can Help

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Free Marketing Guide:
A link to our guide, Publishers How-To Handbook for Managing &
Optimizing Email Deliverability, will be provided
in our “thank you” email.
FOLIO Survey Report:
A link to our 2014 Publishers Survey Report, Confronting the Shift from
Print to Digital, will also be provided
in our “thank you” email
Continue the discussion:
Twitter: #LyrisWebinar
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