7 email deliverability resolutions you can stick to in 2013
DESCRIPTION
Neolane and Return Path recently hosted a webinar entitled, “7 Practical Email Deliverability Resolutions You Can Stick to in 2013.” The premise was that setting email deliverability goals can be a lot like making New Year’s resolutions: if they are too vague or too daunting, they are more likely to be abandoned. For this reason, the presenters outlined practical resolutions that email marketers can actually keep in order to improve deliverability and email marketing ROI. WATCH THE WEBINAR REPLAY: http://www.neolane.com/usa/resources/events/webinars/webinars-2013/7-practical-email-deliverability-resolutionsTRANSCRIPT
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7 Practical Email Deliverability Resolutions You Can Stick to
in 2013
Neolane and Return Path Present:
7 Practical Email Deliverability Resolutions You Can Stick to in 2013
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Today’s Speakers
Director of Deliverability
Alyssa Nahatis
@ANahatis
Matt Rausenberger
Sr. Director, Professional
Services
@ReturnPath
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Resolution #1:
I will reduce
subscriber
complaints.
Keys to Success:
Monitor Inbox Placement Rates
Set Clear Expectations at Sign-up
Make it Easy to Unsubscribe
Identify the Root Cause of Complaints
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Resolution #2: I will maintain positive
customer engagement.
Have a Conversation:
Listen & Learn
Respond
Refine
Keys to Success:
Integrate Cross-Channel Data
Add Behavioral/1:1 Messaging
Test & Optimize
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Resolution #2: I will maintain positive
customer engagement. (cont.)
0%
20%
40%
60%
80%
100%
120%
140%
Open CTR
Triggered Over Business as Usual
+75%
+115%
Source: Epsilon, “Q3 2012 North America Email Trends and Benchmarks report”
Examples:
Cart Abandonment
Browse Abandonment
Order Confirmations
eReceipts
Shipping Confirmations
Reminders
Welcome/Thank You Emails
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Resolution #3: I will clean up my database
and quit messaging my inactive subscribers.
Keys to Success:
Segment Your List and Target Campaigns
Monitor Your Inactive Segment
Implement Re-Engagement Campaign
Don’t Email the Dead!
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Resolution #4: I promise to provide a
transparent opt-in process.
Keys to Success:
Use Clear, Explicit Language
Set the Tone with Welcome Series
Never Pre-check the Box (CASL)
Permission Accordingly
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Resolution #5: I will practice regular data
hygiene.
Keys to Success:
Validate Email at Point of Collection
Avoid Risky Email Acquisition Practices
Leverage ECOA
Monitor Unknown Users & Bounce Rates
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Resolution #6: I will tailor message
frequency to individual customers.
Keys to Success:
Give Customers Control, but
Balance with Behavioral Data
Define Frequency at the
Relationship Level
Shift from Universal to
Individual Contact Thresholds
Optimize Frequency Based on
Perceived Relevance
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Resolution #6: I will tailor message
frequency to individual customers. (cont.)
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Resolution #7: I will respect customer
rights and preferences
Keys to Success:
Maintain Rich Preference Center
Offer Multi-Channel Communication Options
Don’t just Collect Data, Use it!
Honor Unsubscribe Requests
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Watch the Full Webinar
Watch the Webinar