7 email deliverability resolutions you can stick to in 2013

#convmktg

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

#convmktg

Today’s Speakers

Director of Deliverability

Alyssa Nahatis

@ANahatis

Matt Rausenberger

Sr. Director, Professional

Services

@ReturnPath

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#convmktg

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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#convmktg

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