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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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#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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