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!
