The Ins and Outs of B2B Deliverability by Kath Pay
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This document summarizes Kath Pay's presentation on B2B email deliverability. The key points are: 1) B2B email faces unique challenges due to enterprise email systems that are set to strict filtering by default. These systems protect 80% of email. 2) Poor deliverability means no clicks, no ROI, and lost revenue. Spam is defined by what recipients think, so building a good sender reputation is important. 3) The top five factors that affect deliverability are permission, list management, technical infrastructure, relevance/engagement, and content/message design. Monitoring reputation scores and following best practices in these areas can improve deliverability. 4) Resources for monitoring reputation scores
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The Ins and Outs of B2B Deliverability by Kath Pay
- 1. The Ins and Outs of B2B Deliverability Kath Pay Email Marketing Expert @ Plan to Engage
- 2. Your presenter – Kath Pay • 10+ years of experience in email marketing • Deliverability Troubleshooter • Email Marketing Consultant, Trainer & Speaker @kathpay ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 2
- 3. About Plan to Engage • Email Marketing Strategy • Email Design & Coding • Deliverability Support • Email Vendor Selection • Conversion Optimization • Workshops & Training Courses www.PlanToEngage.com ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 4. Email Marketing Best Practices for 2011 | Tamara Gielen 4 B2B’s unique challenges • Protected by Postini, Messagelabs, McAffee and Symantec – default setting strict • 80% of email is delivered through these enterprise systems • 5% improvement from 2009 Return Path’s Global Email Deliverability Benchmark Report, 1H 2011
- 5. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 5
- 6. What does this mean to you? • No delivery • = No clicks • = No ROI • Leaving money on the table ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 6
- 7. Spam is whatever your customers think…. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 7
- 8. Source of most deliverability issues • User complaints • Unknown users • Spam trap addresses • Sending infrastructure • Sending consistency (volume & frequency) • Content and e-mail headers • Mailing history • Blacklisting • Lack of engagement • Lack of authentication ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 8
- 9. Senderscore is like… • A credit score • It’s your reputation as a sender • Monitor it and build upon it like a credit score ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 9
- 10. Top 5 Effective B2B Tactics ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 10
- 11. Teamwork is imperative Infrastructure Reputation Content Data Quality • Whitelists & • Monitor Score • Inbox • Data Collection Feedback Loops • Complaint Rendering • IP Warming • Researching Processing • HTML Coding • Preference and meeting • Relevancy & • Spam Filters Management ISP’s Frequency • Add to Address • Bounceback expectation Book Processing • Volumes and • Set & Meet • Inactive Consistency Expectations Filtering • Authentication • Unsubscription • Complaints Process Procedure ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 11
- 12. 5 Key areas to great deliverability 12
- 13. Permission • Opt-in only • Permission can’t be bought or sold • Confirm with a welcome email/programme • Trust ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 13
- 14. List Management • Remove hard bounces • Remove recurrent soft bounces • Remove complaints • Re-engage inactives ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 14
- 15. Technical • Volume Consistency • Unsubscribe Process • Infrastructure in place & configuration • Certification • Authentication • Feedback Loops • Monitor Reputation ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 15
- 16. Relevance & Engagement • Set & Manage Expectations • Segmentation • Think WIIFM • Lifecycle Marketing ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 16
- 17. Content & Message • Good clean code • Low image to text ratio • Optimise for clicks • Check rendering • Check spam filters • Design for images off • Ask to be whitelisted • Use Alt Tags ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 17
- 18. Some great resources 18
- 19. Reputation Monitoring Sites Source: blog.wordtothewise.com • Sender Score – http://senderscore.org/. • Sender Base – http://senderbase.org/. • AOL reputation – http://postmaster.aol.com/cgi-bin/plugh/check_ip.pl Reports the reputation of IPs as determined by AOL. • RoadRunner blocks – http://security.rr.com/amIBlockedByRR Reports if a particular IP address is currently being blocked from sending mail to Road Runner. • Spamhaus blocks – http://www.spamhaus.org/ Reports if an IP is currently listed on any of the Spamhaus lists. • Sendmail Reputation – http://sendmail.com/sm/resources/tools/ip_reputation/ Reports reputation of an IP address as measured by Sendmail. • Trusted Source – http://www.trustedsource.org/. • Commtouch – http://www.commtouch.com/check-ip-reputation/ • Barracuda Central – http://www.barracudacentral.org/lookups/ • SNDS – http://postmaster.live.com/snds/ Will show IP addresses that are currently blocked by Microsoft. ©2011 Plan To Engage – all rights reserved – www.PlanToEngage.com 19
- 20. http://www.emailexpert.org Blog by deliverability expert Andrew Bonar
- 21. http://blog.wordtothewise.com/ Blog by deliverability experts Laura & Steve Atkins
- 22. http://www.spamresource.com/ Blog by deliverability expert Al Iverson
- 23. http://blog.deliverability.com Some great advice and tutorials from a bunch of well- know deliverability experts
- 24. www.b2bemailmarketing.com A blog by Tamara Gielen of Plan to Engage
Editor's Notes
- Many corporate inboxes are protected by systems like McAfee, Postini and Symantec, making it a challenge for B2B marketers to deliver email to these subscribers. In this year’s benchmark, marketers reported 65% of email was delivered to the inbox through these enterprise systems.
- Smaller companies like to use webmail addresses for both b2b and b2c emails – larger file sharing over corporate email.Gmail being used also.