e-mail marketing trends and best practices - revisited rene kulka optivo

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Email Marketing Trends and Best Practices revisited- Getting into the Inbox- Data & Automation- Dynamic Content

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- Email Marketing Evangelist

- Corporate Bloggerwww.optivo.com/de/blogwww.emailmarketing.de

- Author of amzn.to/emailBuch

About Ren Kulka


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- 1.300 customers- 150 employees- 4 locations (Berlin, Warsaw, Amsterdam, Istanbul)- 6 languages (German, English, Polish, Turkish, French, Dutch)

About optivoFounded in 2001

today

Omnichannel MarketingEmail, Print, Push, Text Messages, Fax, SocialCompany ofDeutsche Post DHL Group since June 2013

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneState of Email: Alive & KickingData: Eurostat 2014

Email usage > Social usage

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Transactions per Channel (%)Data: Custora E-commerce Pulse Q2 2015x10


Mobile Openings IncreasingData: EmailClientMarketShare.com

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneMOBILE = "Apple iPad" "Apple iPhone" "Google Android, DESKTOP = AOL Mail, Apple Mail, Gmail, Live Hotmail, Outlook, Outlook.com, Thunderbird, Windows Live Mail, Windows Mail, Yahoo! Mail, Yahoo! Mail Classic6

Share of Mobile UsersData: EmailClientMarketShare.com

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneMOBILE = "Apple iPad" "Apple iPhone" "Google Android, DESKTOP = AOL Mail, Apple Mail, Gmail, Live Hotmail, Outlook, Outlook.com, Thunderbird, Windows Live Mail, Windows Mail, Yahoo! Mail, Yahoo! Mail Classic7

Responsive Design is a Must


Tchibo define which content should be also seen in the mobile version and which content has been only send for the desktop version

The layout is optimised for mobile devices 8

Wearables


Wearables


Complex Ecosystem


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Whats SPAM?

Electronic spamming is the use of electronic messaging systems to send unsolicited messages [] (Wikipedia)

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneHormel product12

SPAM Volume IncreasesData: Cisco SenderBase

Average Daily Email Volume (Billions)

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneApprox. 382.76 billion emails per day in August 2015, 87% SPAM

Mailbox providers get stricter to ban SPAM from Inboxes

The filter algorithms are secret and complex statistical models

Only market best practices can guarantee deliverability

Und wie sieht es mit Spam aus? Hier lohnt ein Blick auf Ciscos SenderBase.org, das weltweit grte Monitoring-Netzwerk fr E-Mail- und Web-Traffic. Ausgefeilten Postfach-Filtern sei Dank bekommen wir vom Groteil der weltweit versandten Mails - bald 9 von 10 sind Spam - nicht viel mit. Woher allerdings der pltzliche Anstieg um den Faktor 2.9 (Januar 2015 vs. Januar 2014) rht, ist ist unklar.http://blogs.cisco.com/security/spam-hits-three-year-high-water-mark 13

Emails come too frequentlySecuring DeliverabilityI think I never subscribedI dont recognize the senderOffensive contentIm no longer interestedNewsletter looks horribleNo spam complaintsNo spam trap hitsBounce managementHigh user engagementOther mailing practicesSPAMGOOD REPUTATION


Validation of email addresses during sign-up:A secondary field to confirm/match the typed email address. This will help prevent fat-fingered address typos.Double opt-in:This will allow for a confirmation of the email addresses validity and acceptance into your program.Setting appropriate expectations:From the start, let the subscriber know the type and frequency of email theyll be receiving.Preference center:Allow subscribers to modify the frequency and type of email they want to receive. Give subscribers an easy way to unsubscribe from your program, but its ok to make a final attempt to maintain a cordial relationship by giving them other options in case theyre still interested in the program.

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Securing DeliverabilityGOOD REPUTATION

Emails come too frequentlyOffensive contentIm no longer interestedSPAMI think I never subscribedI dont recognize the senderNewsletter looks horribleNo spam complaintsNo spam trap hitsBounce managementHigh user engagementOther mailing practices

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneCommon misconception: Deliverability is an ESP thingIf its measurable, then its managable

Unknown users: An unknown user is generated when a sender deploys mail to a recipient that never existed, is no longer active by choice, or was abandoned by the end user. The rate of calculated unknown users is for a rolling seven day period and is calculated by dividing the number of 5xx error messages by the attempted volume of mail found in the reputation network. Most senders should be able to find their 5xx error messages in their SMTP bounce logs.Message filtered: A filtered message indicates mail that was either filtered into the bulk/spam/junk folder or not delivered at all (aka dropped on the floor). The rate of message filtered is calculated in the reputation network for the past seven days.Infrastructure: Infrastructure represents the hardware used to deploy emails or are deployed on your behalf (email service provider). Return Paths reputation network reviews two key components to determine a pass/fail metric: reverse DNS and host type.Volume: Volume refers to the numbers of emails seen by the reputation network over the past seven days. Keep in mind the number you see for volume might be lower than expected, because the number does not reflect the mailbox providers not included in Return Paths reputation network. Calculating volume metrics will focus on sending patterns, consistency, and cadence.Sender rejected: Rejected mail is mail that is taken from the incoming STMP logs of mailbox providers and is defined as a message blocked at any time during the SMTP conversation. Mail is primarily rejected due to factors such as: complaints, spam traps, unknown users, and blacklists. The rate of rejected mail is calculated over a rolling seven day period.Spam traps: Spam traps are a key metric in Reputation Monitor which calculates both recycled and pristine traps that were hit over the past seven days. However, trap hits over the past 30 days can affect sender score as well.Pristine traps are email addresses created for the sole purpose of catching spammers. These addresses were never owned by a real person and are often found as embedded links hidden in the background of websites.Recycled traps are email addresses that were once addresses but have since been abandoned and are no longer in use.Blacklists: A list of IPs that spam filtering companies, mailbox providers, or anti-spam organizations report as known sources of spam. Frequent spam traps hits or complaints might prompt a blacklist organization to add that IP to a blacklist.Complaints: Complaints are end user spam complaints that are calculated against the amount of mail you have sent for the past seven days. A complaint could be produced when an end user clicks on the spam or junk button within their inbox.ISP bulk rate: The ISP bulk rate is the rate at which an IP is seen in the junk/spam folder. It is calculated by dividing the total email sent by what mail landed in the junk/spam folder for that particular ISP.15

Sender guidelines.

Follow the Guidelines

https://support.google.com/mail/answer/81126?hl=en

Each user on your distribution list should opt to receive messages from you in one of the following ways (opt-in):Through an email asking to subscribe to your list.By manually checking a box on a web form, or within a piece of software.We also recommend that you verify each email address before subscribing them to your list.


Sender guidelines.

Orgas? More Guidelines

https://www.spamhaus.org/whitepapers/mailinglists/


Three Types to Opt-in

@Please confirm

@Confirm +Welcome

SingleConfirmedDouble

@Confirm + Welcome

SOICOIDOI

Recommendedby ISPs and Antispam Orgas


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Double Opt-in is Worth it

Double Opt-in (DOI) vs. Single Opt-in

Source: MailChimp, sample from 30,000 users whove sent at least 10 campaigns and who had list sizes from 500 to 1.5 million.

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneAvoid Big Trouble

2012


Segmentation & Analytics

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneSegmentation & AnalyticsActive

ChurnInactiveABC

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneSegmentation & Analytics

ABCReactivation campaign with SMS follow upActiveChurnInactive

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneReactivation & SMS follow up

Inactivity

Email: Reactivate 1

Wait 3 days

Email: Reactivate 2

SMS: Reactivate 2

1. B, C follow up

2. No response A follow up

We miss you!TheClub-Fashion

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneRFM-like segmentation

ABCAutomated mailing with 10 incentive + reminder mailing + Push follow upActiveChurnInactive

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneMobile Push Notifications

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneAvailable in Q4: optivo implements push notifications as another channel in its cloud-based platform optivo broadmail.

Integrated mass broadcast of text-based push notifications via the integrated Content Management System and Marketing Automation SuiteMobile preview of push notification drafts in real-time: notification are displayed as preview on IOS and Android devices as well as in different notification types (for example banner or badge)

Availability in all 6 language versions of optivo broadmail

Requirements regarding a Push Notification broadcast via optivo Mobile Push:Senders will need an app, which receives the push notifications on the recipients mobile device. In addition, the app must enable push notifications as option within the configuration of operation software (IOS or Android). User should be able to active and deactivate the option of receiving notifications at any time.Senders will need a server component, which is able to send push notifications. Such as a service can be provided by external providers or via company-owned solutions.26

Example InnoGames.com

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneReactivation: in 20 Languages


Recipient list & send out timeAutomation: Easy & EffectiveMarket selectionMatch content

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneAutomation: Easy & Effective

Controlling

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneResults

OR 21% CTR 7%

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneDynamic Real-time Content


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Social Media Content


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Countdowns

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneVisualisierte zeitliche Verknappung Wirkt effektiver FallstudienSchafft Handlungsdruck

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Location Based Content


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Product Recommendations

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneAnother feature of optivo broadmail is called recommendations and it will help you to make your emails more relevant and thus increase your conversion rate.

Id like to present it with a little example.

Imagine a prospective customer browsing your online shop. He decides to buy those swimming trunks and puts them into the basket.

Within the purchasing process he subscribes to the newsletter and receives it in a weeks time. It looks something like this and includes some sales specials. Those are nice, but we dont know whether or not they are of any interest for our customer. So how could we make the newsletter more relevant? What would be some appropriate product suggestions? As we know, he bought some swimming trunks. On the basis of this knowledge our recommendation engine configures recommendations perfectly tailored to your visitor, using state-of-the-art reinforcement algorithms. In our case, the customer receives some sunglasses, some flip flops and a cap.

When configuring the recommendations we constantly review the availability of your products. Thereby your customer always receives the latest products that are actually available.

With optivo Recommendations your customer receives highly relevant content, which provides a truly one-to-one communication.

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Product Recommendations

1,93%

10,84%CTR

Titel.Textmasterformat bearbeitenZweite EbeneDritte EbeneTakeawaysMailbox providers set the rules for deliverability. Follow Googles recommendation: Double Opt-In!

Database segmentation plus omnichannel automation to dispatch individual messages.

Dynamic contents increase relevance and purchases.

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ContactTeekkr ederim!Our partner in TurkeyMetricsotuzdrt Biliim Hizmetleri ve Ticaret A..Maslak Mah. Akasya Sok. Mashattan B2/3234398 Saryer Istanbulwww.metrics34.com | [email protected] | +90 212 330 34 01


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e-mail marketing trends and best practices - revisited rene kulka optivo

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