Spam Christoph Pass Next Lead Generation (Long Version)

E-Mail Deliverability

• For maximizing the ROI (Return Of Investment) of the sent mail campaigns it is important to monitor the delivery and to ensure the delivery to the inbox. Nowadays the inbox placement is determined by filters, external and internal blacklists, but also the user engagement. In addition to the reputation of the IPs and domains also the interests and the behavior from each subscriber are involved.

1. User Engagement

• Mailbox providers calculate the reputation and the delivery through the user engagement. The frequency of emails being deleted unread; the frequency of marketing emails being marked as „Spam“ or „No Spam“ by the subscribers; the frequency of being put on the list of trusted senders or in the address book. Here the targeting is very important and to segment the email list and to reclaim subscribers again with creative reactivation campaigns.

2. IP-Segmentation

• In order to optimize the reputation (Sender Score) dedicated IP addresses are used. The risk factors, such as bounces, spam complaints and user activity must be monitored continuously, a segmentation of the e-mail list by engagement level is recommended.

3. Mobile Optimization

• Using responsive templates, landing pages and paygates lead to better conversion.

4. Personal Whitelist

• If the subscriber saves the sender address in his personal addressbook, the spam filters are deactivated and the mails are delivered direct to the inbox.

5. Registration Process (Double Opt-In)

• It is very important to define and fullfill clear expectations for the registration process. Transparency is crucial.

6. Unsubscribing Process

• The unsubscribing process must alsways be kept as simple as possible, because the subscriber will always choose the easiest way to unsubscribe. If you use a preference center which gives the subscriber the possibility to choose themes and frequency of the mailings, you can prevent cancellations partly. The best practices include a „Unsubscribe Entry“ in the e-mail header and a corresponding link in the body.

7. Feedback Loop

• Email providers send back infos about spam complaints and allow the delivery company to react. By entering those feedback loops and the automated processing complainants can be removed permanently and consistently (Email Blacklist).

8. Preference Center

• By offering a Preference Center the receiver can control the personal relevance oft he mails. This not only increases the activity, but in most cases also leads to a reduced risk of complaints. In addition the data remains up to date.

9. Reputation Based Bounces

• If you don’t follow the specifications for delivery and the filter criteria of the email providers your delivery volume gets restricted.

10. Technical Infrastucture

• Setting up SPF (Sender Policy Framework), DKIM (Domain Keys Identified Mail) and DMARC (Domain-Based Message Authentication, Reporting And Conformance) help that the email recipient can verify if the server is authorized to send the email on this domain.

11. Engage With Customers

• We analyze whether we are working with an appropriate delivery frequency for our target group. By using „Triggered Mailings“ we build up the communication more relevant. It is important to adjust the sending behavior by dynamic and high-quality content to the expectations of the subscribers.

12. Automatic Bounce Management

• Our email marketing solution has an automatic bounce management. Bounces and FBLs (Feedback Loops) are processed automatically and the addresses are removed from the database automatically.

13. List Hygiene

• For list hygiene it is important to validate the data before the import, to set up an automated bounce management for existing addresses and to sign up for feedback loops from the providers to sort out invalid addresses and spam complaints. Targeted cleaning of long-term inactive people also helps us to avoid spamtrap hits.