getting emails delivered in the world of the intelligent inbox

Getting Emails Delivered in the World of the Intelligent Inbox

About Silverpop• 1,400+ customers

• Across 38 countries

• 24 billion emails sent per annum across our customer base

• 97% avg. deliverability rate

Why spend 45 minutes today talking about deliverability?

Because it isn’t a technical issue…

It’s a business issue…

Just how big of an issue is it?

It could be a €400,000 problem

for your business

€

Let’s do the maths

25,000,000 emails per annum X €0.10 revenue per email sent

==============================

€ 2,500,000 revenue per annum ==============================Average industry delivery rate 85%

€375,000 left on the table (undelivered)

Not convinced?

Let’s do the different maths

You spend €50,000 per annum on email marketing X €47 per €1 spent in return

==============================

€ 2,350,000 revenue per annum ==============================Average industry delivery rate 85%

€352,500 left on the table (undelivered)

What makes for good deliverability?

Art Science

Deliverability

Content

Volume Compliance

Identity/Reputation

It’s all about Engagement

Each ISP has their own rules for using reputation to determine inbox placement.

Yahoo!

Hotmail

AOL Gmail

Comcast

Complaint

Unknown User

Spam Trap

How Can I Improve Engagement?

17

Welcome Series

Promote Update in Welcome Email

Optimising Delivery Time

Little TikesIncreased metrics across the board with Send Time Optimization

Overview• Regular weekly promotional email• Established open and click rate trends

Results on first send

• Open rates increased 20%• Click rates increased 30%• Total revenue generated increased 75%• Average value per order grew 35% Using Silverpop’s Send Time Optimization

feature has allowed Little Tikes to take a more sophisticated approach to our email marketing with no extra effort on our end. --Julie Gibson Email Coordinator, Little Tikes

Encyclopaedia BrittanicaEncyclopaedia Brittanica solves decade-old marketing dilemma of when to send an email by using Silverpop’s Send Time

Optimization feature

Business Challenges• Finding an innovative way to boost sales for its online store• Targeting emails to their customer’s specific window for

purchasing

Overview of Solution/Benefits• The company first tested the feature in an email alerting its

120,000 subscribers to the company’s Spring Sale. The results included:

• 20-46% increase in open rates• 30-50% increase in click rates• 30% increase in total number of orders per

campaign• EB has now made STO a standard in their

campaigns

“If I can get to our email subscribers when they want

to hear from me, that made a lot of sense to me. It

gave me a competitive advantage.”

--Kassie Stephenson Adams

Director of Consumer Marketing and Campaign

Management, Encyclopaedia Brittanica

Preference Centres

Master the art of Email Marketing Ju-Jitsu

Take a break. Hit Snooze.

3-5 per cent decrease in

unsubscribes.

Worry (a lot) about your Reputation

Complaints List HygieneInfrastructure

IP Permanence

Message Quality

Engagement

Reputation is a set of metrics based on your sending behaviour

But how do I know what my sender reputation is?

Authentication

Types of Authentication• SPF (Sender Policy Framework)• Sender ID• DomainKeys• DKIM (DomainKeys Identified Mail)

Why we need authentication

• Spoofing• Phishing• Spam

What Authentication Does and Doesn’t Do

• Does– Verify Sender– Establishes Reputation– Sets Foundation for

Domain Reputation– Implicit Benefits• Feedback Loop• Trust Icons in the Email

Client• Assurance for your Brand

• Does Not – No Explicit

Deliverability Benefits

– Doesn’t Stop Phishing or Spoofing

ISP SPF Sender ID DomainKeys DKIM

Action Auth Fail

WL/FBL Offered

Action on

Abuse

Free.fr N/N

Deutsche Telekom N/N

Arcor.de N/N

Telus.ca N/Y

Bell Canada

AOL

Gmail N/N

Hotmail N/Y

Yahoo

Earthlink N/Y

RoadRunner

Comcast N/Y

Cox Testing N/Y

USA.net N/Y

The Deliverability Lifecycle

Deliverability Lifecycle

Ramp Up

Reputation

Engagement

Maintain

Why not Automate Ramp-Up and IP Warming?

Deliverability in the Real World

IntertopsGaming company find less is more when it comes to deliverability

Company• One of the largest sites for

sports betting, casino, poker and games

Business Challenges• Email incorrectly being

identified as spam• An aged email database w/

some subscribers older than 10 years

• Inaccurate deliverability reporting from an internal system

IntertopsGaming company find less is more when it comes to deliverability

Overview of Solution/Benefits• Reduced list size by 75%

removing invalid and inactive addresses

• Implemented a promotional email and newsletter program focused on relevancy

• 20-30% increase in open rates• 10% increase in conversion

rates• 100% increase in

deliverability. Now 20% higher than industry average

Latest Trends to Watch

Google Priority Inbox

Hotmail Sweep

“The number of worldwide email accounts is projected to increase from over 2.9 billion in 2010, to over 3.8 billion by 2014.”

By 2014, the average consumer will receive

9,000 email marketing messages a year.

A Quick Look Back

• Deliverability is a significant business issue.• It is part art and part science...

And, It is 100% about engagement!• Engage with recipients early and on their

terms• Worry about your reputation... A lot!• Brace for more change. More technology.

More complexity.

Resources

• Resource Centreat silverpop.com– White papers– Webinars– Blogs– Case studies– Newsletters

• Presentations on SlideShare– www.slideshare.net/Silverpop

Thank you!