don't be a deliverability grinch! tips for holiday sending
TRANSCRIPT
TODAY’S SPEAKER
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BRAD GURLEY Director of Deliverability, WhatCounts Email: [email protected] Twitter: @DeliveryCounts
Between May 2013 and April 2014, Return Path sampled nearly 500 million emails to
identify trends in inbox placement.
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83% made it to the inbox
6% went to the spam folder
11% never got to the recipient at all
Mobile is key.
Mobile devices generated over 50% of all email opens during 2013 holiday season.
In 2013, 29% of all orders were placed on
mobile devices – a 50% increase.
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$ or % off are most popular promotions, but often don’t increase response rates.
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Stand out! Holiday themes Interactive content
Industries that foster engagement and relationships see highest inbox rates.
Banks, insurers, and retailers saw above average inbox placement, driven by large
national brands.
Media, entertainment, tech, and software saw the lowest inbox rates in the study.
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Relationships rule.
Outdated and unengaged subscribers can destroy your inbox delivery rates.
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Keep it clean.
Contacts who haven’t opened or clicked in a year are overstaying
their welcome.
To a sender, Gmail delivery can feel like a
nightmare…
But having your mail delivered to the Promotions tab is not as
scary as you think. 18
Hello, I’m Gmail.
Gmail was most likely of all mailbox providers to deliver mail to the Inbox – via the Promotions tab.
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Image courtesy of Macy’s
Read rates in the Promotions tab were very similar to the Primary tab.
REACH OUT TO US
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3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 www.whatcounts.com Twitter: @whatcounts @DeliveryCounts [email protected]