the sender's guide to the inbox
TRANSCRIPT
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Marketing Automation
The Sender’s Guide to the Inbox
Paul MidgenVP Engineering, 250ok.com
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How to get inbox delivery at any modern
ISP.
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Receiver Reality
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Spam
Non-Spam
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Sender Mythology
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* Avoiding certain words.* Sending on Tuesdays.* No more than 3 images!* Not sending on Tuesdays.
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Block TablesGlobal Filter(s)
Inbox
Potential spam messages remaining: 100%.Inbound Mail
Classical ISP Infrastructure
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Block TablesGlobal Filter(s)
Inbox
Personal Filter
Potential spam messages remaining: 100%.Inbound Mail
Modern ISP Infrastructure
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The Secret to the Inbox
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Segment traffic by typeSend promotional and transactional traffic from separate IP addresses.
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Authenticate everythingUse SPF, DKIM, and DMARC to ensure your messages can be linked to you and you have access to reporting.
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Personalize ContentTrack recipient behavior, using data on what they browse, read, and share to create a highly relevant message.
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Personalize DeliveryTrack the times, devices, and locations users engage with your content and use those factors to optimize delivery to the right device and format.
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Suppress, Suppress, SuppressComplaints, unsubscribes, and bounces are opt-out signals. The absence of signal is an opt-out signal. Stop communicating with customers who aren’t engaging with you.