where did my email go? a guide to reaching the inbox - return path at adma forum 2012, theo noel
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Theo Noel Return Path presentation at ADMA Forum 2012.TRANSCRIPT
Where did my Email Go? A Guide to Reaching the Inbox
Theo NoelRegional Director, Australia/New Zealand, Return Path
Agenda
Introduction
Where did my email go?
No Inbox. No Click. No ROI
Reputation Matters!
The Rise of Mobile Email
Tips to reaching the inbox
Making Email Better on a Global Scale
Over a Decade of Email Expertise
Proven Data Infrastructure
Delivering Measurable ROI
Email remains key for marketers…
Email is the most widely used online marketing channel in Australia, with 87% using this channel.
62% client-side marketers in Australia will increase investment in email marketing in 2012.Source: Econsultancy ‘State of Digital Marketing in Australia’ January 2012
Email marketing generates an ROI of 28:1Source: DMA (US) “Response Rate Report" (2012)
Email still returns highest conversions…
Source: Monetate EQ report Q2 12
Q2 12 survey of top 100 commerce sites and over 100 million shopping experiences
Email Reputation: Basics
Reputation: Quantitative measurements of the desirability of email based on the reputation of the sending server’s IP address.
Inbox Placement Rate (IPR): The percentage of email messages that are delivered straight to the inbox. This excludes email messages that arrive in the “junk” or “spam” email folders.
Your Email? A Needle in a Haystack
Source: visualize.yahoo.com
Your Email? A Needle in a Haystack
Source: visualize.yahoo.com
No Inbox. No Click.No ROI.
Email Deliverability: Australian Average
Source: Return Path Deliverability Benchmark Report, 2H12
2 out of every 10 emails sent never reach the inbox (20%)
20% is akin to not sending in June + July and ½ August
Learn More
http://bit.ly/adma12del
Email that is being blocked and flagged as spam increases by 24%
20% of legitimate emails do not reach Australian consumer inboxes
Reputation, overload and confusion take their toll on deliverability rates
Why do my good emails get blocked?
Email Reputation: Proof is in the numbers!
Email Reputation: Latest Figures
• Your reputation scores impacts your deliverability•IPs with Sender Score of 91 and above enjoy 85% Inbox Placement Rate
• But here is what in means in terms of inbox placement at key global ISPs:
Impacting Factors for Email Filtering
It’s not what you think!!
It’s All About Reputation (and Sender Behavior)!
List Hygiene
Complaints
IP PermanenceEngagement
Message Quality
Infrastructure
Tougher standards on email sender reputation metrics are resulting in decreased Inbox Placement Rates
The majority of businesses scored between 60 and 89, and saw only 68% of their
messages delivered on average
IPR for senders with scores over 90 are as much as 33% better than for those with scores between 81-90
Learn More
http://bit.ly/adma12score
Mobile Email Matters
Mobile: Leading the Email Revolution
Source: Return Path Mobile Study 2011/12 http://bit.ly/adma12mob
5.7 million Australian using mobile internet in 2012
Source: Return Path Mobile Study 2012; http://bit.ly/adma12mob
Where do mobile opens happen?
Source: Return Path Mobile Study 2012
Source: Return Path Mobile Study 2012
Learn More
http://bit.ly/adma12move
Year-on-year email opens on mobile devices grew 82.4%
On track to surpass both desktop and webmail email views by end of 2012
Apple devices account for 85% of all mobile email opens
Tips For Reaching the Inbox
Agenda
1. Know your IPR
2. Check your sender reputation (senderscore.org)
3. Measure mobile adoption
4. Think about engagement
5. Apply for whitelisting program
Thank You!
Email Reputation: Latest Figures
• Your reputation scores impacts your deliverability• Our latest Sender Score Benchmark report shows that IPs with Sender Score of 81 and above enjoy 92% Inbox Placement Rate• HOWEVER, IPs with a Sender Score of 50 only have an IPR of 68%
ISPs use your sender reputation to make filtering decisions. A
poor reputation means, your email will get
blocked.