Track: Email Marketing

#CNX14

#CNX14

Deliverability: Using Email Data to Build Strategic Customer Journeys

Josie Garcia, Practice Manager, Global Deliverability

Anthony Chiulli, Deliverability Consultant

Tonya Mitchell, Sr. Professional Services Consultant

Mandy Parisi, Email Marketing Manager

Track: Email Marketing

#CNX14

Goals for Today’s Session:

1 2 3

Business impact of having visibility into

your email performance

Knowing your deliverability metrics

What impacts your ability to reach the

Inbox

Getting in front of key deliverability detractors

Strategically using data to stay ahead of

the curve

Being proactive vs. remaining reactive

Track: Email Marketing

#CNX14

Image from www.web-site-building-tips.com

DO YOU DRIVE BLINDFOLDED?

Track: Email Marketing

#CNX14

The Long and Winding Road to Reach the Inbox

Travel with your eyes wide OPEN

Know how your program is performing

React and make adjustments

Email Delivery:

What could go wrong?

Reputation60+ ISP criteria

IP historyWhitelistBlacklist

Shared IPAuthenticationSPFDKIMDMARC

ISPs

Security SpoofingPhishing

Spam

mer

s

JUNK(–) EngagementIgnore/DeleteUnsubscribesComplaintsSRD rateFeedback loops

SENT

InfrastructureMTA

IP AddressDNS

Filtering Classification

AutomaticPersonalGraymail

DELIVERED

(+) EngagementReadsOpens ClicksSharesGmail tabs

RenderingTaggingImages onHTML errorsEmail clientsMobile devices

BouncingUnknown addressUndeliverableMailbox fullAuto reply

Blocking & MissingISP firewallsUnknown user rateSpam

List Signup

PermissionWelcome

Data sourcesUnknown Users

Spam trapsSegmenting

AgingHygiene

ContentText

ImagesText-Image ratio

LinksSpam words

Responsive designSpam laws

Senders

INBOX

Subscribers

CompetitionSimilar offers

Social updatesNotifications

Changing interests

Delivery PlanCadence

FrequencyVolume

Email Delivery:

ESP & IT’sResponsibility

Reputation60+ ISP criteria

IP historyWhitelistBlacklist

Shared IPAuthenticationSPFDKIMDMARC

ISPs

Security SpoofingPhishing

Spam

mer

s

JUNK

SENT

InfrastructureMTA

IP AddressDNS

Delivery PlanCadence

FrequencyVolume

Filtering Classification

AutomaticPersonalGraymail

DELIVERED

BouncingUnknown addressUndeliverableMailbox fullAuto reply

Blocking & MissingISP firewallsUnknown user rateSpam

Senders

INBOX

Subscribers

CompetitionSimilar offers

Social updatesNotifications

Changing interests

ContentText

ImagesText-Image ratio

LinksSpam words

Responsive designSpam laws

List Signup

PermissionWelcome

Data sourcesUnknown Users

Spam trapsSegmenting

AgingHygiene

(+) EngagementReadsOpens ClicksSharesGmail tabs

RenderingTaggingImages onHTML errorsEmail clientsMobile devices

(–) EngagementIgnore/DeleteUnsubscribesComplaintsSRD rateFeedback loops

Email Delivery:

Marketer’sResponsibility

Reputation60+ ISP criteria

IP historyWhitelistBlacklist

Shared IPAuthenticationSPFDKIMDMARC

ISPs

Security SpoofingPhishing

Spam

mer

s

JUNK

SENT

InfrastructureMTA

IP AddressDNS

Delivery PlanCadence

FrequencyVolume

Filtering Classification

AutomaticPersonalGraymail

DELIVERED

BouncingUnknown addressUndeliverableMailbox fullAuto reply

Blocking & MissingISP firewallsUnknown user rateSpam

List Signup

PermissionWelcome

Data sourcesUnknown Users

Spam trapsSegmenting

AgingHygiene

ContentText

ImagesText-Image ratio

LinksSpam words

Responsive designSpam laws

Senders

INBOX

Subscribers

CompetitionSimilar offers

Social updatesNotifications

Changing interests

(+) EngagementReadsOpens ClicksSharesGmail tabs

RenderingTaggingImages onHTML errorsEmail clientsMobile devices

(–) EngagementIgnore/DeleteUnsubscribesComplaintsSRD rateFeedback loops

Track: Email Marketing

#CNX14

Domain Threat Intelligence

Opens, Clicks, Unsubscribes &

Complaints

Inbox Placement Metrics

Email Reporting Metrics and Data

Delivery Rate

Bounce Rates

SMTP Codes & Bounce Reasons

Reputation Score

Spam Trap Data

MSN SRD Metrics

Engagement

Subscriber Email Activity Data

Competitive Intelligence

Track: Email Marketing

#CNX14

Track: Email Marketing

#CNX14

What are the rules of the road?

Track: Email Marketing

#CNX14

The ISPs Watch the Signs!

COMPLAINTS = <.1%

LIST QUALITY:• Unknown Users = <2%• Spam Traps = 0

ENGAGED SUBSCRIBERS:• Active in Inbox• Active with YOUR mail

SENDING VOLUME

Track: Email Marketing

#CNX14

Track: Email Marketing

#CNX14

Webroot: How We Used Data to Optimize Our Strategy

Track: Email Marketing

#CNX14

Success Strategies

• Engaged ETMC Deliverability Practice Manager to investigate

• Sender Score Certification, daily campaign and reputation monitoring

• Manually suppressed bad domains

• Worked with BriteVerify to improve data quality

Webroot experiencing challenges at AOL, Yahoo, and a Spamhaus “false Alarm” – Fake domains and accounts collected via free trial promotion.

Track: Email Marketing

#CNX14

Improvement Over Time

Track: Email Marketing

#CNX14

• It’s not your ESP, it’s your data

• Inbox placement is a privilege

• Quality always trumps quantity

• Inbox placement requires ongoing strategies

Key Lessons Learned…

Track: Email Marketing

#CNX14

Knowing your metrics is the key to a successful email

program

You can’t fix it if you don’t know its broken

Even poor deliverability metrics

are your friend

You can use data from ISPs to your

advantage

Inbox placement requires an ongoing

strategy

You can be proactive with the right tools

Quick Recap:

1 2 3

Track: Email Marketing

#CNX14

Track: Email Marketing

#CNX14

Take the after-session survey!

Take the Survey in the Connections 2014 Mobile App

Join the Conversation!

#CNX14

$50StarbucksGift Card

Track: Email Marketing

#CNX14

Track: Email Marketing

#CNX14

Questions?

Track: Email Marketing

#CNX14

CUSTOMER JOURNEY SHOWCASE

MARKETING THOUGHT LEADERS

EMAIL MARKETING PRODUCT STRATEGY& ROADMAP

PERSONAL TRANSFORMATION

& GROWTH

SOCIAL MARKETING MOBILE & WEB MARKETING

DEVELOPERS HANDS-ON TRAINING

INDUSTRY TRENDSETTERS

CREATIVITY & INNOVATION

SALESFORCE FOR MARKETERS

ROUNDTABLES

Track: Email Marketing

#CNX14