deliverability
Post on 16-Jul-2015
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Deliverability
Jenny LassieMarketing ConsultantHighRoad Solution@highroadjenny
DELIVERABILITY BREAK DOWN
Why the bleeeeeeep #$%@! bleeeeeeep are they not getting the email?
Today’s Content
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• Why is monitoring your deliverability beneficial to your organization?• What contributes to email deliverability?• The 5 C’s• What are the different reasons your organization’s emails could be filtered
or blocked from reaching recipient inboxes?• How can you overcome deliverability obstacles to optimize your email
programs?• Best practices• Resources takeaways
Why is continually monitoring
deliverability important for your organization?
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Wasted eMail Spend
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Invalid email Addresses +
Excessive email Bounces+
Emails Filtered to Junk/SPAM Folders
=Wasted $$
Do you know if your eMailsare reaching an inbox?
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When a Domain Delivery Report is enabled when sending a Live message, you will see the Domain Delivery tab on the email stats
What contributes to your deliverability or ability to
reach an inbox?
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The sum of all parts of a solid email strategy plan.
Do you have one of those?
No? Get in line…
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Where should you start to build your email strategy
plan?
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eMail Strategy Plan
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The 5 C’s of Email Marketing Strategy
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• Configuration• Content• Create• Criticize• Continue
The 5 C’s: Configuration
• Firewall Settings
• IP Address (Dedicated or Shared)
• DKIM (Domain Keys)
• Sender ID (SPF Record)
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The 5 C’s: Content• Content recipients find value in
• Content recipients asked for
• Content recipients expect
• Clear call-to-action
• Content delivered when recipients want it
• Content that renders correctly on whichever desktop or device recipients are using
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The 5 C’s: Create• Clean html email template• Clean layout using “Read More” links to
keep most exciting content above the fold• Newsletters should have a table of contents
(TOC)• Template that renders correctly on
whichever desktop or device recipients are using.
• Create automated recurring message type emails to free up resources who can put more energy into strategy & analysis
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The 5 C’s: Criticize• Analyze delivery metrics (bounces, opens & clicks)
• Use bounce logs to address deliverability issues 24-48 hours post deployment (not a month later)
• Isolate subscribers who are not engaged with your emails (no opens/click throughs)
• Create a Win-Back campaign for non-engaged subscribers with an incentive to respond
• Suppress non-engaged subscribers until they respond to your Win-Back campaign
• Analyze how many subscribers opt-down or unsubscribe from particular messages (maybe the perceived value of content is low)
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The 5 C’s: Continue
Use what you have learned and apply it to
future deployments
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What are the different reasons your organization’s eMails could be filtered or
blocked from reaching recipient inboxes?
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eMail Filtering
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Email Filtering Layers
Trouble Shoot Filtering Issues
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Firewall Issues:Your organization’s firewall needs to be configured to allow in email traffic originating from outside of your firewall if you are using any email system hosted outside of your organization.
Configuration Issues:Email authentication like DKIM (Domain Keys) and Sender ID (SPF Record)
Blacklisting Issues:RBL listing resulting from SPAM traps or recipient complaints
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Engagement Issues:Web-based ESPs (Example: Gmail, Hotmail, Yahoo!) are looking at metrics like messages deleted without being read, percentage of email opens from any one specific sender to only inbox “wanted” mail and the rest are routed to spam folders.
Email Server Filtering Software Issues:Email server filtering software (Example: Postini, Message Labs) use a complex mixture of engagement, keywords, IP blocks, and DNSBL/RBL (Real-time Blackhole Lists) that may route your email to SPAM or Junk folders
Email Client Issues:Email clients like Outlook, MAC mail, Mozilla Thunderbird, etc. all have junk folders that the Email recipient needs to “train” over time to inbox what is considered a “wanted” email.
What filtering hoops can you jump through to
reach inboxes?
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Firewall Hoops:Have your IT department whitelist the IP block or IP address your email account is sending mail from. Not every email service handles IP addresses the same way so speak to your provider on best next steps.
Configuration Hoops:Ask your provider for instructions on how to implement DKIM (Domain Keys) and Sender ID (SPF Record) for your organization’s domain DNS. Usually this is only possible if your email service has a dedicated IP address for your organization.
If you have a dedicated IP and implement DKIM and Sender ID, always warm the IP address first by sending small and consistent bursts of email traffic daily.
Blacklist Hoops:Look up your organization’s domain or IP address with an RBL tool (Example: http://mxtoolbox.com/blacklists.aspx, http://whatismyipaddress.com/blacklist-check) to see if you are on any blacklists. If so, follow instructions on how to be removed
as each RBL will have it’s own way of being removed.
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Engagement Hoops:Web-based ESPs (Example: Gmail, Hotmail, Yahoo!) are looking heavily at engagement metrics. Try A/B testing to know what content, email type or call-to-action is getting the best lift in engagement and response.
Email Server Filtering Software Hoops:Reach out to postmaster@ or abuse@ at the domain using the email filtering software (Example: Postini, Message Labs). Ask them to whitelist the IP address or IP block associated with your email service.
Email Client Filtering Hoops:Ask your email recipients to add you to their safelist or as a trusted sender in the preheader of your email. Engagement hoops also play into this so try A/B testing to know what type of content resonates with your audience and will elicit the best open/click through rates.
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High Level View: DKIM/Sender ID (it’s not a scary term or complicated at all… I promise)• You tell us what domain(s) you send from • We supply you with 3 snippets of text that you add to your domain’s DNS and instructions• You add the txt records to your DNS and tell us when you’re done• We test/validate the keys and enable on your account
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Dedicated IP
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• Sender Rejected• Message Filtered• Unknown Users• Infrastructure• Volume• Spam Traps• Blacklists• Complaints• FBL Compaints (Routed to your
Opt-Outs)
Shared IP
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• Spam Traps• Blacklists• Complaints
Think you’re doing everything right?Still eMoody from Delivery Issues?
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“Go WITH the flow” - @highroadjenny
Best Practices Takeaways
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• Be more strategic with your email sends with a 5-C strategy.• Only send to good email addresses.• If you don’t know if an email address is good, run a test using an email
validation service. A good service is http://www.briteverify.com/• Only send to recipients who asked for it. If they didn’t and you want to
send to them, ask for permission in a permission pass email first.• Never purchase an email list. If you do a reverse append process to get an
email address of a record you already “own”, don’t assume it’s ok to send to it. Do a permission pass email first.
• Don’t swim upstream. Go WITH the flow for better delivery
Permission Pass
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• Briefly explain the reason for asking permission
• Have clear Yes or No call-to-action buttons
• You can have minimal marketing messaging, but the main point to the email is asking them Yes or No you can email them.
• This can be used when reaching out to prospects or for asking existing members if you can send a new type of email message to them.
ShortcutsControl what you CAN control about deliverability:
• DKIM/Sender ID Authentication • List Hygiene • Having an Email Preference Center• Deliver content members or registrants want, when they want it, how
frequently they want it and looks good where they read it
Analyze and learn from past deployments to adjust how you send future emails:
• Use A/B split testing to learn about what has the best engagement• Review creative/content that had the best engagement and do more of
that • Review bounce logs daily to see if any domains may be blocking you and
reach out to postmaster@ and abuse@ those domains to ask them to whitelist you
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Need Campaign Help?
HighRoad has expanded their already large pool of resources with content developers
who will work with you to craft your campaigns for optimal engagement success.
Email Sales@highroadsolution.com to learn more!
Content Leader
Jenny LassieMarketing ConsultantHighRoad Solution@highroadjenny
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