dma email deliverability masterclass
TRANSCRIPT
Email deliverability masterclass
8.30am Registration and refreshments
9.00am Welcome from the chair
Chris Combemale, executive director, DMA
9.15am Research findings
Guy Hanson, director, response consulting, Return Path
9.45am Pizza Express case study
Dale Langley, senior consultant, deliverability consulting, Return Path
10.10am Panel Discussion
Chris Combemale, executive director, DMA
Guy Hanson, director, response consulting, Return Path
Dale Langley, senior consultant, deliverability consulting, Return Path
Steve Butcher, deliverability manager, emedia
10.25am Closing comments from chair
Chris Combemale, executive director, DMA
#DMAemail
Upcoming events
Email customer lifecycle: List growth
Tuesday 22 May 2012, London
The DMA summer lunch
Thursday 12 July 2012, Kensington Roof Gardens
Client email survey
Thursday 17 May 2012, London
#DMAemail
Welcome from the chair Chris Combemale, executive director, DMA
#DMAemail
Research findingsGuy Hanson, director, response consulting, Return Path
#DMAemail
Email Deliverability Review White
Paper – Key Findings
Guy Hanson
Director, Response Consulting, Return Path
Agenda
� Introduction
� Email Deliverability Matters
� Mobile Email Also Matters
� Watch Your Reputation!
� Impact of Engagement
�Open v Complaint Rate Insight
�Top 10 ways to improve deliverability
New: Email Deliverability Review Whitepaper
Fully refreshed and updated for
2012
Overview of critical factors
affecting deliverability
10 steps to improving
deliverability
Download full paper today:www.returnpath.net/landing/DMAdeliverability
Making Email Better on a Global Scale
Over a Decade of Email Expertise
Proven Data Infrastructure
Delivering Measurable ROI
Email is still key for marketers
Source: Social Media Examiner – 2012 Social Media Marketing Industry Report
Email is great for developing loyal
customers and active subscribers.
72%Percentage of companies rate email as
'excellent' or 'good' for return on
investment.
Source: Econsultancy "Email Marketing Census
2011" (2011)
© Return Path, Inc., 2010
No Inbox. No Click.
No ROI.
Email Deliverability: Latest Benchmark
Source: Return Path Deliverability Benchmark Report, 2H11
Email Deliverability: Europe Average
Source: Return Path Deliverability Benchmark Report, 2H11
Nearly 14% of legitimate email never reaches European
consumer inboxes
That’s almost 3 out of every 20 emails sent!
Email Deliverability: by Country
Source: Return Path Deliverability Benchmark Report, 2H11
European Deliverability, 2H11
Mobile Email
Matters
The Growth of Mobile
Source: Return Path Mobile Study 2011/12
2011 2012
The Growth of Mobile
Source: Return Path Mobile Study 2012
Mobile Opens: where are they happening?
Source: Return Path Mobile Study 2012
Mobile can make or break email marketing
Source: Return Path Mobile Study 2012
© Return Path, Inc., 2010
Why do my good
emails get blocked?
It’s All About Reputation (and Sender Behavior)!
List Hygiene
Complaints
IP Permanence
Engagement
Message Quality
Infrastructure
© Return Path, Inc., 2010
ISPs use your sender
reputation to make
filtering decisions. A
poor reputation means,
your email will get
blocked.
Impacting Factors for Email Filtering
The Increasing
Importance of
Engagement
Deliverability
Subscriber
Response
© 2010 Return Path, Inc. www.returnpath.net | Confidential,
do not reproduce
The value of the
fair exchange
currency has
appreciated – in
favour of email
subscribers
The Increasing Importance of Engagement
© 2010 Return Path, Inc. www.returnpath.net | Confidential,
do not reproduce
CommoditiesCommodities
GoodsGoods
ServicesServices
ExperiencesExperiences
£0.01
£0.10
£1.00
£3.00 *
* www.economist.com
The Increasing Importance of Engagement
Open v Complaint
Rate Insight
Behavioural Measurement
My Campaigns
Competitor 1
Competitor 2
Subject Lines: By Vertical
Subject Lines: Message Types
Subject Lines: Optimum Length
Subject Lines: Special Characters
In Summary
Top 10 Tips for Improving Deliverability
Improve data collection
Implement authentication
Monitor your sender reputation
Manage your IP address carefully
Practice good list hygiene
Use complaint feedback loops
Monitor blacklists
Reduce spam complaints
Conduct pre-broadcast testing
Get accredited
New: Email Deliverability Review Whitepaper
Fully refreshed and updated for
2012
Overview of critical factors
affecting deliverability
10 steps to improving
deliverability
Download full paper today:www.returnpath.net/landing/DMAdeliverability
Let’s Connect!
Guy Hanson
Director, Response Consulting
@ReturnPath, @GuyHanson
www.returnpath.net
http://uk.linkedin.com/in/guyhanson
Pizza Express case studyDale Langley, senior consultant, deliverability consulting, Return
Path
#DMAemail
Industry Commentary
PizzaExpressApril 2012
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
�Over 400 restaurants in the UK
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
42
Making the most of data
�Centralised marketing database
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
Multi Channel Website
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
43
Restaurant bookingsRestaurant bookings
Takeaway ordersTakeaway orders
Email signupEmail signup
iPhone AppiPhone App
Twitter feedTwitter feed
Page
Page
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
�Enrolling in Return Path Certification increased IPR > 90%
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
44
What next?
�How to keep subscribers engaged and maintain IPR
�Able to now target based on behaviour and location
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
Good use of the preheader
as a “teaser”
Good use of the preheader
as a “teaser”
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
45
The basics
Could include a call-to-actionCould include a call-to-action
Engaging content provides a
talking point
Engaging content provides a
talking point
Content leads naturally to
“dine with a friend” offer
Content leads naturally to
“dine with a friend” offer
Extends the reach of the offer
beyond the recipient
Extends the reach of the offer
beyond the recipient
Builds relationships through
interaction
Builds relationships through
interaction
Encourages sharingEncourages sharing
Further sharing opportunitiesFurther sharing opportunities
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
46
Careful targeting
Not on Strike – October 2010
Adapted logo for relevancyAdapted logo for relevancy
Targeted audienceTargeted audience
Timely deliveryTimely delivery
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
TimelyTimely
TrackableTrackable
RelevantRelevant
Personalised and engagingPersonalised and engaging
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
47
Using data to enhance the creative
Subject: Happy Birthday Hannah
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
A world without images
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
48
�The problem
What is the message?What is the message?
Is this legitimate?Is this legitimate?
I want to unsubscribeI want to unsubscribe
This is alt-textThis is alt-text
�The solution
Branding is retainedBranding is retained
The offer is visibleThe offer is visible
Creative use of tablesCreative use of tables
Missed personalisation
opportunity
Missed personalisation
opportunity
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
A world without images
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
49
Clear brandingClear branding
Clear messageClear message
Clear actionClear action
Could have been clearer
about the CTA
Could have been clearer
about the CTA
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
A world without images
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
50
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
Generating buzz
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
51
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
52
Recommendations
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
53
Recommendations
� Improve the preheader
• Include a call to action
• Use the top left of the email
• Don’t repeat the subject line,
complement it
• Try split tests to improve conversion
�Resize gracefully for different devices
• Don’t use fixed-width tables
• Stack information rather than using columns
• Test using a rendering tool
�Encourage engagement to improve inbox placement
• Allow subscribers to reply to campaigns
• Add whitelisting instructions
• Send time sensitive campaigns
• Encourage natural sharing / forwarding
© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce© 2012 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
54
Thank you
Panel discussionChris Combemale, executive director, DMA
Guy Hanson, director, response consulting, Return Path
Dale Langley, senior consultant, deliverability consulting, Return
Path
Steve Butcher, deliverability manager, emedia
#DMAemail
Closing comments from the chairChris Combemale, executive director, DMA
#DMAemail
Thank you for attending
To see a listing of upcoming events please visit
http://www.dma.org.uk/event-listing