optimize for the inbox: email deliverability

E M A IL D E L I V E RA B I L I T Y.

PR E S E NT E D BY J I L L D I M E LJ I L L @G RE E NR OPE . C OM

AG E N DA• What is Email Deliverability?

• It begins before you press send

• Email Reputation

• Complaints

• Email Infrastructure

• Quality of Subscriber List

• Engagement

• Sending History + Message Quality

Email deliverability is the ability to deliver to a subscriber’s inbox.Delivered Rate vs Inbox Placement Rate

Delivered Rate = (Total Sent – Bounces) / Total Sent

Inbox Placement Rate = ((Total Sent – Bounces) – Spam) / Total Sent

Inbox Placement Rate is a much more accurate measure of email deliverability.

WH AT I S EM A I L DE L IV E RA B I L I T Y ?

It begins before you press send.

It is important to establish and maintain a good Email Reputation in order to achieve good email delivery rates. Establishing your

reputation begins before you are ready to press the send button.

Complaints

Quality of Subscriber List

Email Infrastructure

Engagement

Sending History

Message Quality

6 K E Y FAC T O R S A F F E C T I N G E M A I L R E P U TAT I O N

C O M P L A I N T S

• #1 reason for emails to be delivered to the spam folder• Subscribers click the “spam” or “junk” button in their inbox• Complaint rate calculated by dividing number of complaints

by the number of emails delivered to the inbox• Goal is to keep complaint rate below 0.1%. Lower is better.

The quality of subscriber list affects your email reputation.

Invalid email addresses - aka, hard bounces or “bounced” contacts.- Impact on delivery increases as percentage of hard bounces increases.- <10% (lower is better).

Spamtrap addresses - Pristine spamtrap – decoy email account set up to monitor and identify spam. Indicates a non-opted-in or a purchased subscriber list.- Recycled spamtrap – email account formerly used and abandoned by its owner. Email account will hard bounce for a period of time and becomes reactivated by the mailbox provider to monitor. Indicates poor list hygiene (poor bounce management or old data).- < 0.01% is desirable, but 0% is preferred.

Q U A L IT Y O F S U BS C R IB ER L I S T

EM A IL IN FRA S T RU CT U RE• Is your domain set up

properly?• Email authentication – SPF +

DKIM tie your sending reputation with your domain to get a more accurate domain reputation

• For assistance setting up SPF or DKIM, please contact support@greenrope.com

E N G AG E M E N T M ATT E RS

Inbox Engagement vs Email EngagementEmail Engagement: Email Marketers- opens- clicks- shares- purchasesInbox Engagement: Mailbox Providers- regularly logs-in- reads and sends- files emails- marks as spam or not spamMailbox Providers also look at:- Messages read- Messages replied to- Messages forwarded- Messages marked as spam- Messages marked as “not spam” **- Messages deleted before reading

S E N D I N G H I S T O RY + M E S S AG E Q U A L I T Y

Sending History – similar to a Credit ScoreBetter history = better reputation & better inboxing rates. Poor history = higher likelihood for spam folder delivery, slower delivery or bounces.

Message Quality – quality of content and codingFilters will look at errors in html code, blacklists, sizes of images, etc. Key words are not as big a factor as formatting errors.

P L EA S E EM A I L Q U ES T IO N S T O J I L L @ G R E EN R O P E . C O M

T H A N K YO U FOR L I S T EN I N G A N D E N GAG I N G

P R ES EN T ER EM A I L : J I L L @GR EEE N R OP E . C OMOUR S UP P ORT T EA M: SU P P ORT@G R EE N R OP E . C OM