3 steps to reaching 100% email inboxing

Three Steps to

Reaching 100% Email

Inboxing

Ivy ShterevaSr Marketing Manager

Yesmail Lifecycle Marketing

[email protected]

Yesmail Confidential 2

• Inboxing: the basics

• Your email program: the key to optimal inboxing

– Audience Segmentation

– Multiple Sending Domains

– Triggered Campaigns

• Performance

Agenda

The Basics

Inboxing


Inboxing: the rate at which an email

makes it to its intended recipient’s inbox.

The lower the inboxing rate, the fewer the

number of subscribers who see* your

email and the lower the open, click, and

conversion rates.

*seeing your email=email lands in their inbox, NOT the Spam folder and

NOT encountering a block on the way there

What It Is?


• Clean subscriber data

• Subscriber engagement (calculated by ISPs

through open & click rates)

• Predictable mailing volume

• Consistent message frequency

Pillars of Inboxing

The Key to Optimal Inboxing

Your Email Program:


Type of Messages:

• Thought Leadership Promo: exclusive

promotion of single pieces of new content

• Five-Section Newsletter

Frequency:

• Thought Leadership: from 0 to 4 times a

month (as new content was developed)

• Newsletter: quarterly

Segmentation:

• Opened/Clicked within 18 months OR

subscribed within 90 days

Domain:

• A single sending domain

Our Mailing Program: Origins


Single Sending IP/Domain


Type of Messages:

• General:

• Thought Leadership Promo: new content

• Thought Leadership: themed

• Triggered:

• Welcome Series

• Content Survey Series

Segmentation:

• Opened/Clicked within 3 months

OR subscribed within 30 days

• Opened/Clicked in 3-12 months OR

subscribed in 30-90 days

Our Mailing Program: Reboot

Frequency:

• Thought Leadership (promo &

themed): bi-weekly

• Welcome: twice a week

• Surveys: bi-weekly

Domain:

• One sending domain (primary)

for the first audience segment

• One sending domain (secondary) for

the second audience segment


Multiple Sending IPs/Domains


Multiple Campaigns Through Multiple Domains

PRIMARY DOMAIN:

• Welcome Series

• Thought Leadership Promo Series

• Thought Leadership: Themed Series

SECONDARY DOMAIN:





Mail Stream Separation

PRIMARY DOMAIN:

• Welcome Series



SECONDARY DOMAIN:






PRIMARY DOMAIN:

• Welcome Series



SECONDARY DOMAIN:




Triggered campaigns typically garner 2.5 times the open rate and twice the click rate

of business-as-usual-campaigns.

BOTTOM LINE: engagement = inboxing

Inboxing Leads to Opens Leads to Clicks

Performance


Inboxing

• Average inboxing for the single

domain (prior to program retool):

75.9%

• Average inboxing for BOTH

domains: 95.7%

• Average inboxing for primary

domain (post program retool):

97.2%

• Average inboxing for secondary

domain (post program retool)*:

94.2%

• Average bounce rate decreased

almost three-fold

*after content survey series was introduced to

boost engagement in this less engages segment.

Inboxing for this domain was 82% prior.


Engagement

Triggered Campaigns

• Welcome Series: 41% open rate

increase*

• Content Survey Series: 39% open rate

increase*

Overall Mailing Program (all components)

Original vs Retooled:

• Average open rates: 35% increase

• Average click rates: 28% increase

*Compared to the open rates of thought leadership

promo campaigns prior to program retool

Conclusion


Three easy-to-implement steps to optimal

deliverability:

– Audience Segmentation

– Multiple Sending Domains

– Triggered Campaigns

Use your Mailing Program to Inbox at 100%

Questions?

Thank you!

Ivy Shtereva

402-836-5556

[email protected]

Addendum



SECONDARY DOMAIN:






PRIMARY DOMAIN:

• Welcome Series



SECONDARY DOMAIN:




3 steps to reaching 100% email inboxing

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