This presentation was created by our Operations and Deliverability expert, Joe Scharf. It was presented at the Metrics Marketing Bootcamp 2.0, which was held on the CU-Boulder campus in February 2011. Thanks to Niel Robertson and Trada for putting on a great event and including us!

1. Email Metrics that MatterJoe Scharf, Director of Operations & Services@ SendGrid

2. Session Agenda Email Metrics Explained Deliverability Understanding Reputation Joe

4. Good: 80 – 95%

6. Good: 15 – 30 %

8. Good: 5 – 15%

10. Good: 1-3%

12. Good: 2 - 5 %

14. Good: 0.5 - 1%

16. Deliverability: Common Issues Don’t act like a spammer: When sending HTML, you must send text Image to text ratio Your list is a problem Opt-in? Does it matter? Everyone has an opt-in list How can you prove it? What does this even mean? Temporal opt-in How old are the “opt-in” addresses on your list? When was the last time you touched them?

17. Deliverability: Engagement Content is out, Engagement is in ISPs monitoring abandoned email accounts Why bother sending if nobody is listening? Implicit Spamtrapvs. Honeypot Keep track of your user engagement Interaction with your service Clicks and opens Segment accordingly

18. Sending Reputation IP-based Reputation Return Path Sender Score http://senderscore.org Cisco IronPort Sender Base http://senderbase.org Blacklists Not all created equal Add/removal policies & who is referencing? http://multirbl.valli.org/lookup/ Goodbye IPv4 Transition to domain-based reputation

19. Thank You! Joe Scharf @JoeScharf joe@sendgrid.com