Download - Deliverability: You are in Control
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Deliverability
The myth
The facts
Your control
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What we will cover
• What is deliverability?• What are you measured on• How are you measured?• What can you do
• Questions & answers
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Dispelling the myth
Deliverability = Inbox placement
ISPs decide your inbox placement based on your recipients reactions to your emails.
ESPs can show you the metrics and give you the advice.
You do the work.
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Content filters
Don’t get mistaken as a spammer
• No plain text • One giant image• Spammy keywords• Phishing
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Reputation is like a credit rating
No credit history = No mortgage
Poor credit history = mortgage + big deposit
Good credit history = good mortgage
Consistent volumes + engagement = good inbox placement
Bounces & complaints = junk & blocks
No sending history = very low volume inbox placement
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How the ISPs see you
• Email address• Domain• Prefix• IP address
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What counts against you
• Hard bounces• Marked as spam• Re-email marked as spam• Feedback loops
• Spam traps• Too many, too fast
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What counts for you
• Opens over time• Clicks• Safe List• Replies• Not junk
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What do I do?
Focus on and improve
the recipient experience
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Common mistakes
1. Get their name wrong with your personalisation
2. Pretend a cold email is not a cold email
3. Be dishonest in the subject line or from name to get the open
4. Make an email that recipients are unable to read
5. Assuming permission
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Engagement
Measure engagement > segment and target
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Empathise
Different levels of rapport
Stranger
Prospect
Lead
Customer
Fan
Ambassador
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Welcome emails
The first email you send them• Ask for address book & safe list• Tell them what to expect
• DWYSYWWYSYWDIDo what you said you would When you said you would do it
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Momentum of engagement
Sign-up & Social Share = engagement
Frequent shorter emails
vs
Monthly giant email
Say thanksThnx 4the RT ;-)
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The basics
• Suppress previous opt-outs and hard bounces• Take out zombies• From address & From name matches your brand• Preheader with the reason for email, external view and
optional opt-out link• Top third preview pane friendly• Footer has legally required company registration details.• Email renders properly
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Recipient experience review
Monthly / Quarterly
• The recipient rapport with the sender• Why recipients might complain• Why addresses might hard bounce• Empathise with recipients• Segment based on engagement• Optimise creative for rapport• Welcome plans• Re-engagement plans
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Summary
• You control your deliverability• ISPs treat your inbox placement like a credit rating• Make sure the creative is inbox ready• Focus & segment on engagement levels and rapport stages• Welcome people to your lists• Capitalise on the momentum of engagement• Reward engagement• Engage on more than one medium
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Recipient experience
You are in control...
Your deliverability
is decided by
Your recipients’ reactions
to Your emails
Just like your ROI!
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Questions & Answers
Thanks for listening!
Andy Thorpe
Please ask me lots of questions!
Continue the conversation after this Q&A:
Email me: [email protected]