Navigating the ISP Landscape

Amy MustoeDirector of Account Management

June 4 2013

Navigating the ISP Landscape

Top ISPs

What do ISPs Want?

• Best user experience for their customers• To deliver wanted mail• Protect customers from spam

- Spam = Unwanted mail

Why Should I care what ISPs want?

Here are some reasons why• 90% of email is not delivered or

filtered to spam folder• A simple mistake can live with your

brand/domain forever• It is hard to fix a bad reputation• The abuse community is small and

bad sender information is shared

How do ISPs Monitor Email Performance?

Engagement

True or False?

• Sending more mail makes you more money.

Engagement:Quality vs. Quantity

• More email does not equal more money

• Non engagement affect your deliverability

• Sending the right message to those engaged and another to the less engaged is key

Positive Engagement

• Opens• Clicks• Reply to

Negative Engagement

• Unsubscribe• Mass deleting emails• Mark as spam• No engagement

What do I do With Engagement Data?

• Segment your list- Metrics by ISP- Open and click rates

• Win-back campaigns• Identify problems with certain ISPs• Profile your customers

Temptations

Purchased Lists

Automatically Sign People Up

Inviting Recipient’s Address Books

Looking Forward

Reputation:IP vs. Domain

• Reputation tied today mostly to your IP • The trend is moving from preferring IP

reputation to domain reputation

- Gmail is biggest user of domain reputation to date and Yahoo, Hotmail and AOL are quickly moving in this direction

- Making marketing decisions while keeping your brand in mind will be critical for the future

• Domain Reputation - automated• Blackbox - no humans at the

postmaster desk• List unsubscribe – no official

feedback loop• A plus - shares logic for bulked mail

• Feedback loops to report complaints

• IP reputation• Yahoo Bulk Sender Form• Automated engagement

tracking

• JMRP (Junk Email reporting program)

• SRD (trusted users) shapes your reputation

• IP Reputation• SNDS provides tool to monitor

reputation

Key Takeaway

• Right Message

• to the

• Right Person

• at the

• Right Time

• with the

• Right Frequency