the email design conference - litmus live 2016 presentation by ivana simovic
TRANSCRIPT
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@isimma#LitmusLive
WHAT DO YOU MEAN THEY DON’T LIKE SPAM?!
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IVANA SIMOVIC@isimma
(on all the things)
Leading Email Marketing at Demac Media, I’ve earned the role of the
Carrie Bradshaw of email. I’ve got a swear jar on my desk for every time
someone says “eblast” & plan to spend it all on Black Friday. Lover of
coffee, bikes and beer miles.
HI THERE!
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WE HELP MERCHANTS BUILD AND GROW
ECOMMERCE BUSINESSES
@isimma#LitmusLive
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PEOPLE WE WORK WITH
EXPERIENCE
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MY LAST YEAR IN EMAIL
385 MILLION
13 CLIENTS
OVER $4 MILLION
5 DIFFERENT
ESPSEmails Sent
1 YEARJuly ‘15-July ‘16
Dollars
EXPERIENCE
@isimma#LitmusLive
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What do you mean they don’t like spam?!
@isimma#LitmusLive
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“I once had a nightmare that I had a blacklisted client. Truth was, it wasn’t a nightmare, it was a
living nightmare. One that brought a lot of opportunity for change.
IVANA SIMOVIC, EMAIL GEEK, NIGHTMARE HAVER, REGULAR PERSON
@isimma#LitmusLive
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FOR THE NEXT 30 MINUTES.
Guide you through the
blacklisted process.1
2
3
How to get your sender
reputation back to normal.
How to prevent a block.
@isimma#LitmusLive
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IMPROPER IP WARMING
@isimma#LitmusLive
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THE PROBLEM
● 4 weeks to complete IP warming (by Black Friday)
● When reviewing results, revenue was lower than
expected
● Deliverability rate had dropped - significantly
@isimma#LitmusLive
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LET ME SHARE
Deliverability had dropped to 60%
@isimma#LitmusLive
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SOLVING THE PROBLEM
TRIAGE PAUSE ACTIVATE LESSONS
1 2 3 4
@isimma#LitmusLive
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IP WARMING
THE FIX
1. TRIAGE
● Cancel pending sends
● Contact your ESP
● ESP will connect with ISP
2. PAUSE
● All soft and hard bounces
● All subscribers from
blocked domain (even if
they did not bounce)
@isimma#LitmusLive
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IP WARMING
THE FIX
3. ACTIVATE
● Go back to old ESP
● Send emails for blocked
domains from there
● Include EVERYONE from
blocked domain
4. LESSONS
● Follow your ESPs timing
rules when warming IP
● No platform changes
during your busy season
@isimma#LitmusLive
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DIRTY DATA
@isimma#LitmusLive
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THE PROBLEM
● Data living in various warehouses, not
communicating with the ESP
● Duplicate records
● Point of sale data not being verified
@isimma#LitmusLive
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Duplicate records and fake emails and just so many issues.
@isimma#LitmusLive
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SOLVING THE PROBLEM
TRIAGE PAUSE ACTIVATE LESSONS
1 2 3 4
@isimma#LitmusLive
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DATA
THE FIX
1. TRIAGE
● Cancel pending sends
● Contact your ESP
● ESP will connect with ISP
2. PAUSE
● Stop all campaigns
● Clean data
● Sync all data points, no
more manual work
@isimma#LitmusLive
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DATA
3. ACTIVATE
● Update process for POS
data imports
● Monitor deliverability
4. LESSONS
● Keep data clean
● POS data needs to be
verified and put through
double opt-in campaigns
● Opt-ins and unsubscribes
should sync with ESP.
THE FIX
@isimma#LitmusLive
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BEHAVING LIKE A SPAMMER
@isimma#LitmusLive
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We get it, the holidays are exciting.
@isimma#LitmusLive
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THE PROBLEM
● Highly promotional time of year
● Repeatedly sharing offers with every
single subscriber
● Hitting the panic button to meet targets
@isimma#LitmusLive
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Literally me when I looked at their deliverability.
@isimma#LitmusLive
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SOLVING THE PROBLEM
TRIAGE PAUSE ACTIVATE LESSONS
1 2 3 4
@isimma#LitmusLive
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SPAM
THE FIX
1. TRIAGE
● Cancel pending sends
● Contact your ESP
● ESP will connect with ISP
2. PAUSE
● All soft and hard bounces
● All subscribers from
blocked domain (even if
they did not bounce)
@isimma#LitmusLive
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SPAM
THE FIX
3. ACTIVATE
● Segment suppressions by
engagement
● Monitor deliverability
4. LESSONS
● Don’t be a stage 5 clinger
● Throttle sends
● Work on plan to start
segmenting database
@isimma#LitmusLive
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SEGMENTING BY ENGAGEMENT
GROUP A
Active, No Bounce
GROUP C
Bounced & Opened
GROUP D
Bounced & Unengaged
GROUP B
Bounced & Clicked
@isimma#LitmusLive
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MAKING A CASE FOR SEGMENTATION
START SMALL
Build segments
that won’t change
process (ex. time
zone)
GO BIGGER
Find the obvious
data you’ve already
got (ex. gender)
BE SMARTER
Build out models to
determine who is
more likely to
purchase what (ex.
RFM)
@isimma#LitmusLive
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SOME FINALTHOUGHTS.
Add the deliverability metric to
your ESPs dashboard.
If you do get blacklisted, use it as
an opportunity to change the
way things are done.
Set timing for delivery attempts.
1
2
3@isimma#LitmusLive
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Toll Free: 888-860-0374 | [email protected]
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Montreal, QC H2T 2T4
TORONTO211 Yonge St, 6th Floor
Toronto, ON M5B 1M4
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