If it seems like achieving good inbox deliverability is a moving target, you're right. But just because the criteria for determining whether your email goes to the inbox or the junk folder is always changing, that doesn't mean you must sit idly by. Making sure your customers get your email messages requires active monitoring, trend-spotting, and optimization. In this session, you'll learn about the current state of email delivery, best practices to follow, dangers to avoid, and what lies ahead in the rapidly changing world of email deliverability.
4. Session Objectives
> Increase engagement to improve deliverability
> What‟s changed?
> How should you collect subscribers?
> What gets you in trouble?
> What‟s getting to the inbox?
> Does good data go bad?
5. What‟s changed?
– More email marked as Spam
– Stricter oversight
> Spamhaus
> MAPS
– ISP-level filters
6. How should you collect subscribers?
Good Address Collection Methods Bad Address Collection Methods
> Double Opt-In > Point-of-Sale
> Webpage Sign-Up > Purchased Lists
‒ Preference Center > Promotions
> Social Media > Social Media
7. What can get you in trouble?
> Good email address: bill.subscriber@yahoo.com
> Bad email address: lrx11tg32@spamex.com
> A good way to identify a bad list is simply to look at it
> 3rd party List scrubbing services
8. Sign Up Page/Process
> Be transparent
> Customize content
> Offer delivery options
> Send a welcome
message
9. Sign Up Page/Process
> Be transparent
> Customize content
> Offer delivery options
> Send a welcome
message
10. DOI – When Less is More
> Increase in unique opens
11. DOI – When Less is More
> Increase in unique opens
> More opens = more clicks
12. DOI – When Less is More
> Increase in unique opens
> More opens = more clicks
> ISP reputation
13. DOI – When Less is More
> Increase in unique opens
> More opens = more clicks
> ISP reputation
> Lower rate = less risk
> They really like you!
14. What‟s getting to the inbox?
> Reputable senders
> The “right” stuff
> Active vs. Inactive subscribers
16. Case Study: iHire Restores Gmail Deliverability to 100%
> Challenge
– Recurring/consistent bulking at
Gmail
– 2nd highest number of orders
– No visibility into feedback loops
> Need
– Prove iHire emails should be
delivered
– Busy season approaching
18. Recap
> Reaching the inbox has gotten harder
> Organic sources = healthier lists
> Engagement keeps subscribers active
> Without it, shelf life is about 6-9 months
> A good plan can restore inbox delivery
19. Resources
> For more information on these topics:
‒ CAN-SPAM site:
> http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-
business
‒ Return Path In the Know Blog:
> http://www.returnpath.net/blog/intheknow/
‒ DKIM setup:
> www.dkim.org
‒ SPF checking tool:
> http://www.kitterman.com/spf/validate.html
19
Notas del editor
Transparency; easy and direct access to Terms & Conditions, specific content and delivery options
Transparency; easy and direct access to Terms & Conditions, specific content and delivery options