The document provides an overview of email deliverability best practices. It discusses the challenges of email delivery such as navigating ISPs, spam filters, and blacklists. It emphasizes the importance of CAN-SPAM compliance, sender identification, reputation monitoring, segmenting traffic, and list cleaning. The document also stresses delivering the right message to the right recipient at the right time and frequency to maximize open and click-through rates.
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Ask an Expert! Getting Started with Email Deliverability
1. Ask an Expert:
Getting Started with Email Deliverability
Getting Started with Email Deliverability
Presenters:
Corey Good
Customer Success Representative
Danny Randa
Inbound Marketing Manager
Date: 2/13/13
2. Housekeeping
ReadyTalk Conference Tools Console
â˘View in Full Screen Mode
Poll Questions
â˘Answer live poll questions by clicking on the buttons
â˘Responses are anonymous
Questions for Danny and Corey
â˘Ask questions by using the CHAT function
â˘When the presentation begins, you will see the chat box as a floating window to use
at any time
â˘We will answer as many questions as possible and those that we donât get to in a
follow up blog post
Follow Up
â˘You will get an email with a link to the recording and a copy of all slides
3. Company Overview
⢠Founded July 2009
⢠TechStars graduate
(Boulder, CO)
⢠110 employees across 4 offices
â HQ: Boulder, CO
â R&D: Anaheim, CA / Romania
$27M venture capital raised
Series B closed Jan 2012
Angel investors include:
-Scott Petry (Founder, Postini)
-Matt Mullenweg (Founder, Wordpress)
3
4. Delivering Email at Scale
Serving 100,000+ customers
Sending over 7 billion emails
per month
Transactional and marketing
email solutions
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5. Todayâs Speakers
Danny Randa
Inbound Marketing Manager
daniel.randa@sendgrid.com
@dannyranda
Corey Good
Customer Success Representative
corey.good@sendgrid.com
6. Poll Question #1
⢠How does your company currently manage
their email delivery?
âI donât know!
âWe use our own servers and technology
âWe use SendGrid
âWe use another service provider
22. CAN-SPAM
1. Donât use false or misleading header information
2. Donât use deceptive subject lines
3. Identify the message as an advertisement
4. Tell recipients where youâre located
5. Tell recipients how to opt out of receiving
future email from you
6. Honor opt-out requests promptly
7. Monitor what others are doing on your behalf
38. Poll #2
⢠Where do the addresses on your list
come from?
⢠Communication sign-ups?
⢠Forms to receive content?
⢠Purchased/rented lists?
⢠Partner?
52. Learn More
⢠Upcoming Webinar:
- Highway to Hell - Top 10 Fastest Ways
to Land in the Email Underworld
⢠Deliverability Guide
⢠SendGrid Delivered comes to Boston!
⢠blog.sendgrid.com
Danny will introduce the speakers, let Corey introduce himself
Danny will ask the poll question
Danny
Danny
Corey
Corey What do I mean by wanted mail? Transactional mail is mission critical to the success of many companies Users who expect to be able to reset their password promptly, expect an alert when there is something wrong with their account, or anticipate confirmation of a purchase are not going to be happy if their mail is not delivered.
Danny - Donât get me wrong, Iâm a marketer, so I definitely know that transactional emails are not the only kind of emails that are wanted. - Us marketers want email because it is consistently the most cost effective marketing channel - It works! But itâs not easy, and all that time all the marketers in the audience are spending segmenting lists, and crafting perfect marketing copy, a/b testing subject lines, and sweating over the exact right time of day to blast an email, will be wasted if that message never hits the inbox. - Marketing mail ISNâT just wanted for marketers as well. Recipients sign up to receive communications from companies because they are interested in their services/products. Marketing email and SPAM are not the same thing - although it can be very easy for marketers to cross the line.
Danny -Corey will go into further detail with is, but he will show you that it is MUCH easier to get on top of deliverability early. While itâs not impossible to correct course if you find yourself with deliverability problems, it is much easier to prevent than fix.
Danny Email growing rapidly Despite all the speculation that social was going to kill email, the world is more dependent on email than ever.
Corey Iâm going to give you a quick rundown of the challenges of sending email at scale. I say itâs quick because, well⌠obviously itâs super easy.
Corey Each domain has their own rules and restrictions Messages per minute Messages per connection Message size limits Number of re-trys
Corey Further Each domain has their own response codes and different interpretations
Corey Also there are about 45 reputable blacklist providers out there that are utilized by the numerous domains to assist in in providing assurance to their recipients.
Corey And⌠Enterprises employ spam filters which further restrict email deliverability For instance, as per the most recent Return path study delivers only 23% of email to the inbox
Corey And⌠Enterprises employ spam filters which further restrict email deliverability For instance, as per the most recent Return path study Postini, the most widely use spam filter, delivers only 23% of email to the inbox
Danny
Danny Mention that this only applicable to US - recommend everyone to apply it
Danny & Corey
Danny What do ISPs want? They want to give their customers the best experience (as little SPAM as possible). Customers wonât blame the ISP for blocking the mail they actually want - they will blame YOU! Learn to think like an ISP so you can get your mail delivered. - Most important, they want to know WHO YOU ARE!
Danny
Corey
Corey
Corey
Corey
Corey
Danny
Corey Spam traps #1 cause Spam filtering - Cloudmark not a blacklist but use them to block - analyze to see if they feel itâs spam or not.
Corey Find out why you are on the blacklist. Maybe your account has been compromised, maybe you sent to a spam trap. document the types of messages coming back from the feedback loops verify reach out to the blacklist
Danny
Danny the style in which your emails are presented can also be very important for maintaining a good relationship with customers. whether including recognizable logos or optimizing for the quick reader-scan, you should always considering how you present your content - this can make a huge impact on the overall performance of your transactional emails.
Danny in this context, some bad habits to avoid are:
Danny some good habits to follow: -personality - personalization - Use personal name, prove that you know who they are.
Danny Who are you sending to? Where does your list come from?
Danny
Danny
Corey
Corey
Corey
Corey
Corey Confirmed Opt-In Re-engagement campaigns We DO NOT recommend list verification services Keep track of your engagement/metrics
Corey
Corey
Danny
Danny track to confirm you are sending the right time
Danny
Corey A good sending cadence helps ISPs recognize you as a good sender Donât fatigue your list! Instead of sending alert notifications - abridge/combine email into daily or weekly dose Email preference center - donât opt people into the most frequent