This document discusses various metrics related to email marketing engagement and deliverability. It explores how trust, sender reputation, content quality, and subscriber engagement impact inbox placement and the read rate. Specific metrics covered include the spam placement rate, complaint rate, "This is Not Spam" clicks, and forward rate. The document also examines how frequency affects deliverability and discusses best practices for managing lists and winning back unsubscribed subscribers.

1. Welcome to the Academy
Alice Spencer
Technical Account Manager
Dale Langley
Director, Professional Services

2. Let’s talk about trust
Persuading consumers to opt-in to your
email marketing program

3. Which are most effective in encouraging consumers
to sign up for emails?
Source: 2015 DMA National Client Email Report

4. Trust creates more responsive lists
Source: Return Path “Frequency Matters – the key to optimizing email send frequency”

5. Getting to the Inbox

6. What drives inbox placement?
77%
17%
6%
Sender Reputation
Content
Domains in Content

7. What defines sender reputation?
Complaints List Quality Infrastructure
Length of Sending
History
Message Quality Subscriber
Engagement

8. A high sender score doesn’t always mean high
inbox placement

9. Why Engagement is
Important for Mailbox
Providers

11. It’s all about engagement
Inbox Engagement
• Regularly logs-in
• Reads and sends email
• Files email
• Complaints/This is Not Spam
Email Engagement
• Opens
• Clicks
• Shares
• Purchases

12. The Hidden Engagement Metrics

13. Spam placement rate
• Hidden in your “delivered” rate
• Inbox + Spam = Delivered

14. The read rate

15. The read rate
Subject line:
Whatever the weather Tesco can help you have a great bank holiday
This campaign
17%
Benchmark
24%

16. The read rate
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Engaged Semi-Engaged Unengaged
ReadRate
ListComposition
Mailbox Engagement

17. The read rate

18. Deleted without reading rate
The “Ignore Rate”

19. Complaint rate

20. • They didn’t ask to receive your email
• They don’t recognise the sender
• The email wasn’t what they expected to receive
• The email isn’t of interest or relevant
• They are receiving too much mail
• There isn’t an easy way to unsubscribe
Why do subscribers complain?

21. How frequency affects inbox placement

22. Manage frequency

23. “This is Not Spam” – rarely used, but highly
trusted

24. “This is Not Spam” and deliverability
Source: Return Path “This is Not Spam” Report

25. Forward rate
Source: https://litmus.com/blog/send-it-forward-get-your-emails-shared/email-sharing-infographic

26. Forward rate

27. ThinkGeek: Reply to this email

28. But don’t do this

29. Winning back lost subscribers

30. The carry-forward effect
Source: https://returnpath.com/downloads/email-win-back-report/

31. Doing it well

32. Doing it well
14.7%
23.0%
0.0%
1.0%
2.0%
0%
5%
10%
15%
20%
25%
Benchmark Win-Back
Metric
ReadRate
Threadless
Win-Back email performance
Read %
ISP-Marked Spam %
User-Marked Spam %
Forwarded %

33. The Future

34. Let’s talk about it…
• Hyper personalisation
• Kinetic emails
• Contextual content
• Machine learning

35. Let’s talk about it…

36. Thank You!
See you at the Return Path World Tour on the
afternoon of Monday 10th October.
Register: www.returnpath.com/events/rpwt-london/