Deliverability Taking control

Topics

Ø  Inbox Factors

Ø  Permissions Ø  Engagement Ø  Relevancy Ø  Private Domains Ø Unknown/inactive

Ø  ISP Worldview

Ø  Compliance

Ø  Q&A

Inbox Factors Cornerstone to Success

Inbox Factors

Com

plex

ity to

Man

age

1997 Present

Spammy words

Spam Scores

HTML Code

Blacklists

Whitelists

Bounce rates

SPF/Sender ID

Spam Complaints

Spam traps

Reputation

Engagement

Permissions

-  Clear, explicit and conspicuous consent

-  Ask, don’t assume

-  Quantity over quality

-  Stop measuring success by size

-  Stick with people who deliberately asked to hear from you

-  Clear permission = inbox, faster delivery, increased ROI

-  Gray/unclear permissions = bulk, block, throttle, blacklists, reputation, complaints, decreased ROI

Permissions

Point of Sale

Ø  History/Spamhaus

Ø  What happened

Ø  What to do

Ø  Confirm POS email addressees immediately Ø  Double email address entry process Ø  Sell why they should give you a valid address

Relevancy

Ø  Send what they signed up for

Ø  Segmented Target Marketing

Ø  ‘Batch and blast’ is over

Ø  Relevancy TRUMPS frequency

Ø  Send less with more and not more with less

Ø  67% of people unsubscribe because relevancy of emails is weak.

Ø  61% unsubscribe because they are being mailed to0 much

Ø  Relevant today, irrelevant tomorrow

Engagement

Ø  Measured by opens, clicks, reply, forward, delete, TIS, TINS.

Ø  Be relevant – keep the relationship alive!

Ø  Know when to break up

Ø  Cut back Ø  End it Ø  Try one more time

Ø  Challenges

Ø  Increase bulk mail, blacklists, blocks, throttling

Ø  Solutions

Ø  Remove non-engaged

Ø  Results

Ø  Inbox ! – higher opens, clicks, conversions, increase ROI

Inactive Users

Ø  Time to Clean!

Ø  Why?

Ø  How? 2 ways

Ø  Remove them or send a note saying you are going to remove unless they click on “no, keep me on your list”.

Ø  Offer less frequent emails via preference center

Ø  Caution offering incentives to come back

Ø  Refrain on multiple re-engagements

Private Domains

ISP Trends: Movement from IP to domain based reputation

Ø  Bronto private (clientname.bronto.com)

Ø  Private domain (clientname.com)

Outbound messages have your company’s branding

Own and control your delivery reputation

Ø  Messages show your domain

Reply to

Error’s to (ReturnPath, bounces)

Links

Images

Authentication (SPF, SID, DKIM)

ISP Worldview Measurements

ISP Measurements

Ø  How many votes of ‘this is spam’ and ‘this is not spam’ against a marketer (IP, domain)

Ø  How many emails are deleted without engagement (open, read, click, reply)

Ø  How many people are adding the sender to their contact list.

Ø  Open and read rates a sender has

Ø  Authentication (DKIM – matching domains)

Ø  Affiliate marketing is bad. Know your partners

Ø  Watching who sends to abandoned email addresses

Ø  Bounce rates

Ø  External blacklists (Spamhaus, Cloudmark)

Ø  ReturnPath Senderscores

Ø  “Get people to love your emails”

ISP Measurements

Good Reputation

Bad Reputation

High Risk Low Risk

DKIM

SPF

Sender ID Dedicated IP

Private Domain Engagement

Confirmed Opt-in

Organically Acquired

Un-checked Opt-in

List-Unsub header

Low sending volume Unsubscribe rate

Co-reg Confirmed opt-in

Co-reg Unconfirmed opt-in

This is not spam

Contact List

Cold IP Pre-checked opt-in

Shared IP

Append Opt-out

Append Opt-in

Affiliate Marketing

Purchased List Spam complaints

Bad Addresses

Spam traps

List Rental

Compliance

Canadian Anti-Spam Legislation (CASL)

Ø  Now law, not enforced

Ø  Mirrors CAN-SPAM on basics

Ø  Pre-checked box not allowed for newsletters/signups

Ø  Buyers ok to send to. Have 2 years to obtain explicit consent

Ø  Violations - $1m individual, $10m corporation

Ø  Exemptions – asking for info, replies to inquiries

Ø  Be prepared

Ø  Remove/re-permission addresses nearing 2 years who haven't interacted

Ø  Record email collection: IP address, time stamp, method

Questions ?

Chris Kolbenschlag Director of Deliverability

Bronto Software Chris.kolbenschlag@bronto.com

919.595.2458