signed, sealed, delivered: getting your emails into inboxes
TRANSCRIPT
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Masters of MarketingSigned, Sealed, Delivered: Get Your Emails to Inboxes
Heather GallowayAgencyBuzz Coordinator
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Welcome to Masters of Marketing!• Today we’ll be talking about Email Deliverability
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• If you have questions during the webinar, please use the chat window and I will answer all questions at the end.
• Join us next time (1/19 at 12pm, CST). SEO Coordinator Darmini Kara will cover Blogging: Step by Step
Thank you for joining us today.Heather Galloway800-383-3482 x [email protected]
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What is Email Deliverability?Key Terms
• Bounce Rate: % of sent messages that cannot be delivered• Hard: Email address is invalid• Soft: Email address is (temporarily) unavailable
• Open Rate: % of delivered emails that were opened
• Spam Trap: Email address used to expose illegitimate senders
• Email Service Provider (ESP): A company that offers email services
• Graymail: Email that was opted in to receive, but not desired
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Delivery vs DeliverabilityDELIVERY DELIVERABILITY
DEFINITION Message Physically Accepted By ESP
Message Delivered to Inbox
RESPONSIBLE PARTY
Email Marketing Platform Sender
KEY COMPONENTS
IP Address ReputationHard BouncesBlack List
*ESP Relationship*Soft BouncesGraymail*The most intimidating component of deliverability is the
ESP’s lack of communication for how they filter messages.*
If you can’t get to inboxes, recipients won’t open your emails.
If they don’t open your emails, they won’t click on your CTA. If
they don’t click on your CTA, you won’t convert them.
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Symptoms of Poor Deliverability• Low Bounce Rates/Unsubscribes, Decreasing Open
Rates• Decreased Clickthrough Rates• Increased Unsubscribes• Longer Send Times• Multiple Bounces for the Same ESP
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Diagnosis: How Bad is It?• Insurance Industry Averages• Clickthrough Rate: 2.99%• Open Rate: 21.31%• Soft Bounces: 0.78%
• Is this affecting specific email campaigns, or all campaigns?• When did you first notice an issue? When did these
symptoms begin?• Are you getting spam complains? Use the 3-1 rule!
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Recovery: Basic Message Components• Subject Line – “Trigger Words”• Sender Identification – Remind them who you are• Frequency• CTA – Email Engagement• URLs – Avoid link shorteners
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Recovery: Database Hygiene• Address Source• Contact Bounced Clients Via Other Mediums• Frequent Status Checks• Avoid List Atrophy• Quarterly “Purges”• Yearly Opt-Out Campaign
• Organically Obtain Email Addresses
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Recovery: Opt-In Process• Set Clear Subscriber Expectations• Frequency• Content• Sender
• Double Opt-In• Provide Multiple Opt-In Forms Based on Topic
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Recovery: Content• Be Unique• Be Relevant• Be Interesting• Stay On Topic• Approach Cross-Selling with Caution• 60% Text 40% Image• Spell Check
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Too Far Gone?• Specific Campaign• Specialized Re-engagement Campaign• Who you are, why they’re getting emailed, CTA
• Entire Database (All Campaigns)1. Group Engaged Contacts2. Create a Compelling Email (Interest = Benefits +
Curiosity)3. Send Email Only to Group4. Slowly Add Previous Recipients to Group (3 Months)5. Review Progress and Continue to Add Contacts (6
Months)
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Next Steps• Analyze Your Symptoms• Diagnose Your Deliverability• Determine an Action Plan• Frequent Check-Ups• Be Patient!
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Thank You for Joining Us!• We will be posting the link to today’s recording on
our blog:http://www.getitc.com/blog/marketing/
• Join us next time (1/19 at 12pm, CST). SEO Coordinator Darmini Kara will cover Blogging: Step by Step
Heather Galloway800-383-3482 x [email protected]