you control your deliverability
DESCRIPTION
Slides from Andy Thorpe's Deliverability webinar in March 2011TRANSCRIPT
Deliverability
The myth
The facts
Your control
What we will cover
• What is deliverability?• What are you measured on• How are you measured?• What can you do
• Questions & answers
Dispelling the myth
Deliverability = Inbox placement
ISPs decide your inbox placement based on your recipients reactions to your emails.
ESPs can show you the metrics and give you the advice.
You do the work.
Content filters
Don’t get mistaken as a spammer
• No plain text • One giant image• Spammy keywords• Phishing
Reputation is like a credit rating
No credit history = No mortgage
Poor credit history = mortgage + big deposit
Good credit history = good mortgage
Consistent volumes + engagement = good inbox placement
Bounces & complaints = junk & blocks
No sending history = very low volume inbox placement
How the ISPs see you
• Email address• Domain• Prefix• IP address
What counts against you
• Hard bounces• Marked as spam• Re-email marked as spam• Feedback loops
• Spam traps• Too many, too fast
What counts for you
• Opens over time• Clicks• Safe List• Replies• Not junk
What do I do?
Focus on and improve
the recipient experience
Common mistakes
1. Get their name wrong with your personalisation
2. Pretend a cold email is not a cold email
3. Be dishonest in the subject line or from name to get the open
4. Make an email that recipients are unable to read
5. Assuming permission
Engagement
Measure engagement > segment and target
Empathise
Different levels of rapport
Stranger
Prospect
Lead
Customer
Fan
Ambassador
Welcome emails
The first email you send them• Ask for address book & safe list• Tell them what to expect
• DWYSYWWYSYWDIDo what you said you would When you said you would do it
Momentum of engagement
Sign-up & Social Share = engagement
Frequent shorter emails
vs
Monthly giant email
Say thanksThnx 4the RT ;-)
The basics
• Suppress previous opt-outs and hard bounces• Take out zombies• From address & From name matches your brand• Preheader with the reason for email, external view and
optional opt-out link• Top third preview pane friendly• Footer has legally required company registration details.• Email renders properly
Recipient experience review
Monthly / Quarterly
• The recipient rapport with the sender• Why recipients might complain• Why addresses might hard bounce• Empathise with recipients• Segment based on engagement• Optimise creative for rapport• Welcome plans• Re-engagement plans
Summary
• You control your deliverability• ISPs treat your inbox placement like a credit rating• Make sure the creative is inbox ready• Focus & segment on engagement levels and rapport stages• Welcome people to your lists• Capitalise on the momentum of engagement• Reward engagement• Engage on more than one medium
Recipient experience
You are in control...
Your deliverability
is decided by
Your recipients’ reactions
to Your emails
Just like your ROI!