According to a recent Return Path study, in the second half of 2011, global inbox placement rates were at a record low - 76.5 percent. In other words, nearly a quarter of all commercial emails never arrived in the inbox. Yikes! Here is part one of a two-part webinar series on email deliverability presented by James Thompson of Infusionsoft, Tom Sather of Return Path, and DJ Waldow of Waldow Social. Check out the line recording here:

1. The Path to the Inbox
PART I: September 5th, 2012

2. Hosted by:

3. Today’s Presenters
James Thompson, Email Systems Manager at
Infusionsoft
Tom Sather, Sr. Director of Email Research at Return
Path
DJ Waldow, Founder & CEO of Waldow Social

4. "The only all-in-one sales and
marketing built for small business.
Infusionsoft helps you get more
customers, grow revenue and get
more done in the time you have. "

5. Return Path
Making Email Better on a Global Scale
Over a Decade of Email Expertise
 Leader in Email Sampling of our clients
monitoring, deliverability, certification,
and anti-phishing solutions
 300+ dedicated Email professionals
 Offices in New York, Denver, San
Francisco, London, Paris, Hamburg, Sydn
ey, and Sao Paolo
Proven Data Infrastructure
 Over 2 billion inboxes comprise our
certification program
 26 million IPs scored daily
 Nearly 300 ESP partners globally
Delivering Measurable ROI
 Over 12 years of shaping and driving the
Email ecosystem
 Serving over 2,000 leading brands
across
retail/eCommerce, publishing, social
media and financial services sectors

6. waldow
SOCIAL

7. Email
is
(not)
Dead

9. In 2011, email marketing
returned $40.56 for every
dollar spent.
Compare this to:
• Search: $22.24
• Internet ads: $19.72
• Mobile: $10.51
• Catalogs: $7.30
Source: Ken Magill & the DMA

11. 77% of consumers prefer email over any
other channel for permission-based
promotional messages.

12. How many times have you…?

15. #1 Most Important Part of an
Email Marketing Campaign
Assuming you have a list ….
Tweet your answer using #deliverability

22. Sender Score Inbox Rate
< 50 35%
51 – 60 30%
61 – 70 36%
71 – 80 41%
81 – 90 61%
> 91 80%
Sender Score Inbox Rate
< 50 47%
51 – 60 52%
61 – 70 56%
71 – 80 62 %
81 – 90 80%
> 91 90%
Sender Score Inbox Rate
< 50 26%
51 – 60 30%
61 – 70 32%
71 – 80 39%
81 – 90 62%
> 91 81%

23. • Mailbox Monitor
– Provides detailed information on a per-ISP basis
• Inbox, bulk folder or missing email analysis
– Great indicator for potential blacklistings and
spam folder issues
• Campaign Preview
– An entire suite of email content and rendering
tools
• Reputation Monitor
• Blacklisting alerts, with helpful links and
information

24. Use free tools like
@ReturnPath’s Sender Score
to identify how healthy your
sending IP address is
#deliverability

25. Brand New IP Address
(No history, no reputation)

26. Warm IP Address
(History, reputation)

27. What Volume and Frequency Means to Your
Reputation
80
70
60
50
high
low
40
med
zero
30
20
10
0

28. Typically takes 30 days (not years)
to warm up a new IP Address
(Phew)

30. 5 Steps…
1. Sign up for all
feedback loops
2. Authenticate
3. Segment and
email your active
subscribers
4. Monitor
5. Get certified

31. Warming up Case Study: How
Total Beauty Did It
http://www.returnpath.net/resources/casestudies/totalbeauty/

32. Sending from a “warm” IP
address vs. a brand new
one ensures better email
inbox placement
#deliverability

33. Your Sender Reputation is
Based on 5 Factors:
1.Volume/Frequency
2.Unknown Users
3.Complaints
4.Infrastructure
5.Spam Traps

34. Flickr: The Pizza House

35. Volume/Frequency
Unknown Users
Complaints
Infrastructure
Spam Traps

36. YOU control 4 of the 5:
1. Volume/Frequency
2. Unknown Users
3. Complaints
4. Spam Traps

37. ESPs control
only 1:
Infrastructure

38. Your Sender Reputation is
based on 5 factors:
1.Volume/Frequency
2.Unknown Users
3.Complaints
4.Infrastructure
5.Spam Traps

39. Your Sender Reputation is
Based on 5 Factors:
1.Volume/Frequency
2.Unknown Users
3.Complaints
4.Infrastructure
5.Spam Traps

40. Unknown Users
“Bounce error code “An 'unknown user' or 'no
generated by an ISP such user' or 'invalid
address' is usually a '550
when an email 5.1.1' error message that
address is not will appear in your smtp logs
registered in its however, not all ISPs use
the '5.1.1' extended reply
system.” (StrongMail) code, and not all '550'
replies refer to unknown
users. It is often necessary
to review the text
accompanying that SMTP
reply to be certain of its
meaning. (Return Path)

41. Unknown Users
Tom/James: Any other good screenshots here?

42. Unknown Users

43. Unknown Users

44. Unknown Users – Why it matters.
Issues: This client fell victim to an issue
with what is called “web-form
• Web form scripting abuse scripting”. They had a malicious
• Lack of email confirmation individual write a program/script
to automat bogus web form
• High complaint rates submissions. Couple this with
Resolution: the lack of email confirmation
and this customer found
• Provided IP information to themselves in a very tough
prevent against further situation. Not only were they
email abuse sending to Unknown Users, they
were also sending to legitimate
• Implemented a consistent email addresses that had never
email confirmation signed up but were submitted
(aka, double opt-in) model via this automated scripting
for all new recipients method. This triggered
entering into the database excessively high complaint rates.

45. The end.

46. Just kidding.
Stay tuned for Part II of this 2-part
webinar series on
Wednesday, September 19 at 10 AM

47. Want to Know More About
Return Path?
Call: 1-866-362 4577,
Website:
http://www.returnpath.net/contact/
Email: rpinfo@returnpath.net.
#SMRefs | @Infusionsoft

48. DJ Waldow
WaldowSocial.com
@djwaldow
waldowsocial.com/email ar.gy/rebelsguide

49. Want to Know More About
Infusionsoft?
Call: 866.800.0004 ext. 1
Demo:
Sales Team:
www.infusionsoft.com/products/sales-teams
Service Provider:
www.infusionsoft.com/products/service-providers
Online Marketers:
www.infusionsoft.com/products/online-marketers

50. Questions?
Tweet to @Infusionsoft, @returnpath and
@djwaldow and include #Deliverability.