stemming the fall of email deliverability
TRANSCRIPT
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Stemming the Fall of Email Deliverability: 2016 Benchmarks and How to Beat Them
Justin McHenry, Technical Account Manager, Return PathApril Mullen, Sr. Marketing Strategist, Selligent
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Today’s Speakers
Justin McHenryTechnical Account Manager
Return Path
April MullenSenior Marketing Strategist
Selligent
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14 700 500
Global Offices Consumer Brands Employees
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Partners
EmailMobileSocialWeb
Offline
Consumer-First Marketing
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15+ Years of Experience• 450+ dedicated professionals• 14 offices in 7 countries worldwide• Backed by Union Square Ventures,
Foundry Group, Costanoa Ventures, Vista Equity Partners, SAP Ventures
Proven DataInfrastructure• Over 2 billion Certification inboxes
• Scoring 26 million IP addresses daily
• Nearly 300 global partners
• Processing millions of transactions per day
Over 2,500 Email Optimization Customers
• Industries include:• Retail
• Technology
• Finance
• Entertainment
• And more
About Return Path
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The inbox is the center of most consumers’ digital lives.
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Your inbox knows a lot about you
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The Path to the Inbox
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Deliverability Defined
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Deliverabilityde·liver·a·bili·ty n.To bring or transport to the proper place or recipient. distribute: deliver groceries; deliver the mail.
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Email Deliverability Defined
The ability to deliver email to a subscriber’s inbox.
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Monitor Your Inbox Placement Rate, Not Delivered
#50EmailTips 11
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Delivered Rate= (Total Sent – Bounces) / Total Sent
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Inbox Placement Rate
= ((Total Sent – Bounces) – Spam) / Total Sent
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2016 Deliverability Benchmarks
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Global Inbox Placement Rates
Source: 2016 Deliverability Benchmark
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USA Inbox Placement Rates
Source: 2016 Deliverability Benchmark
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Canada Inbox Placement Rates
Source: 2016 Deliverability Benchmark
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Source: 2016 Deliverability Benchmark
UK Inbox Placement Rates
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Australia Inbox Placement Rates
Source: 2016 Deliverability Benchmark
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How Marketers Can Improve Deliverability
Understand the basics of deliverability
and how to measure
Build and improve sending reputation
Acquire and maintain quality lists
Focus on subscriber engagement
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Understanding the factors and impact of reputation
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Your Reputation Defines Your Deliverability
ComplaintsQuality of Subscriber File
Email Infrastructure
Engagement Sending History Message Quality
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Find out your reputation
www.senderscore.org
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High Sender Score = High Inbox Placement Rate
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Source: Return Path 2016 Sender Score Benchmark Report
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Subscriber Complaints Cause Major Reputation Issues
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How Unknown Users Impact Reputation
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Spam Trap Reputation Impact
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Authenticate
Failing authentication can cause deliverability issues• Consistently passing DMARC=rise in inbox placement
#50EmailTips 28
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Changes in authentication protocols
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DMARC
#50EmailTips 30
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DMARC process
#50EmailTips 31
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DMARC policies
#50EmailTips 32
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Google and Microsoft now p=reject
#50EmailTips 33
Only Gmail can send from @gmail.com
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Google and Microsoft now p=reject
#50EmailTips 34
Only Microsoft can send from:● @hotmail.com● @outlook.com● @live.com● @msn.com
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Google and Microsoft now p=reject
#50EmailTips 35
If you send mail from these domains your message will be rejected and deleted!
Only send mail from a domain you own and control!
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Recommendations to Improve Engagement and Deliverability
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Acquisition
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Collect subscribers close to your brand
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Avoid weak permission
• Complaints can be a sign of weak permission
• Pre-checked box• Opt-out
• Express permission is required in Canada
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Be transparent on how information is used
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Set expectations in welcome email
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• Thank and/or welcome the customer
• Get customer excited about what’s ahead
• Allow preference changes
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Drive Lasting Engagement
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Understand customers over the long term
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Evaluate the relevancy of your content
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Testing is necessary and ongoing
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Mobile must be top of mind
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Respond to customer behaviors
• Purchase • Browse• Cart Abandon• Email Engagement• Offline Behavior
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Set it, but don’t forget it
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Re-engage subscribers
Subject line: It’s been a while...
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Offer an opt-down
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Winback using permission
Image source: Facebook
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Q&A
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Connect With Us
Justin McHenryTechnical Account Manager
Return [email protected]
April MullenSenior Marketing Strategist
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Next Steps
#50EmailTips 54
Return Path Resources
● ebook: 2016 Deliverability Benchmark Report● Blog: 10 Common DMARC Misconceptions, Debunked● Blog: Demystifying the DMARC Record● Free tool: Sender Score site● Free tool: Blacklist checker
Selligent Resources● ebook: Open-Personalization Lookbook● ebook: Consumer-First Marketing Defined● ebook: Making Privacy a Brand Asset