The document discusses email deliverability in Brazil. It notes that only 7 out of 20 emails sent reach the inbox on average in Brazil. It also discusses the importance of sender reputation and Sender Score for deliverability. Lower sender scores are associated with much lower inbox placement rates. The document promotes the Return Path certification program which can help improve deliverability through benefits like improved spam filter treatment and reduced throttling restrictions.

1. Email & Entregabilidade
Louis Bucciarellli
Country Manager, Return Path Brasil
#Returnpath_BR

2. OPORTUNIDADE

3. 32 milhões de brasileiros usaram
eCommerce em 2011

4. DESAFIO

5. Lixo/Spam.
Não tem Click.
Não tem ROI.

6. IPR = Inbox Placement Rate
40%?
60%?
80%?
Source: Return Path Deliverability Benchmark Report, 2H11

7. Entregabilidade de Email:
Média Brasileira
7 entre 20 emails enviados nunca chegam na caixa de entrada.
Source: Return Path Deliverability Benchmark Report, 2H11

8. Entregabilidade no Brasil
Source: Return Path

9. Estudo – Benchmark Report
Email that is being blocked and flagged as spam
increases by 24%
In Brazil, over 35% of emails not reaching the
inbox
Reputation, overload and confusion take their
toll on deliverability Rates
www.returnpath.net/landing/globaldeliverability2h11

10. Por que meus emails
são bloqueados?

11. Os ISPs tomam decisões
de filtragem baseados na
reputação de um sender.
Baixa reputação =
bloqueio!

12. Tudo Tem a Ver Com Reputação!

13. Sender Score™

14. SenderScore™ e Reputação

15. Sender Score Benchmark (Global)
Taxa de Ingresso à Caixa de Entrada
Sender
Score Gmail Hotmail Yahoo
0 - 50 26% 35% 47%
51 - 60 30% 30% 52%
61 - 70 32% 36% 56%
71 - 80 39% 41% 62%
81 - 90 62% 61% 80%
91 - 100 81% 80% 90%

16. Sender Score™ Benchmark (Brasil)
Tendências Regionais
Sender Score Média de um
Região
Médio Cliente Return Path
North America 67 90
United States 67 90
Brazil 16 84

17. Estudo – Sender Score™
Over 85% of email messages received by ISPs
are classified as spam
Tougher standards on email sender reputation
metrics are resulting in decreased Inbox
Placement Rates
The majority of businesses scored between 60
and 89, and saw only 68% of their messages
delivered on average
IPR for senders with scores over 90 are as much
as 33% better than for those with scores
between 81-90
http://landing.returnpath.net/SSreport

18. Mobile Email

19. Mobile Can Make or Break Email Marketing
Source: Return Path

20. Engajamento

21. A Importância do Engajamento
R$ 8.00 *
R$ 3.00
R$ 0.30
R$ 0.03
Experiences
Services
Goods
Commodities
* www.economist.com

22. O Cliente no Controle
My Campaigns

23. Criar Engajamento com Personalização

24. Criar Engajamento com Participação

25. Criar Engajamento com Experiências

26. Certificação

27. Certificação
Improved deliverability
to major ISPs
Automatic image
enablement at
Hotmail
Preferential spam filter
treatment
Reduced volume
throttling restrictions

28. Let’s Connect!
Louis Bucciarelli: louis@returnpath.net
http://br.returnpath.net/blog/