silverpop return path deliverability keynote
DESCRIPTION
Silverpop and Return Path take a fresh look at email marketing deliverability in a world where Reputation and Engagement are critical to message delivery.TRANSCRIPT
Deliverability in the World of the Intelligent InboxA Silverpop & Return Path Keynote
About Silverpop• 1,500+ customers
• Across 38 countries
• 30+ billion emails sent per annum across our customer base
• 97% avg. deliverability rate
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About Return PathWho We Are Leader in email monitoring, deliverability,
certification, and anti-phishing solutions 300+ email professionals Offices in New York, Denver, San Francisco,
London, Paris, Hamburg, Sydney, and Sao Paulo
Proven Experience Serve over 2,500 leading brands Over 2 billion inboxes covered by
certification program 26 million IPs scored daily by Return Path 300+ ISP partners globally
Clients From Several Industries Retail / eCommerce Publishing Social Media Financial Services
Today’s Speakers
Richard Evans Richard GibsonDirector of Marketing, EMEA Channel Relationship Manager,
UK
Silverpop Return Path
@rlevans @richardgibson
By 2014, the average consumer will receive
9,000 email marketing messages a year.
Why spend 45 minutes today talking about deliverability?
Because it isn’t a technical issue…
It’s a business issue…
What makes for good deliverability?
List Hygiene
Complaints
IP PermanenceEngagement
Message Quality
Infrastructure
It’s all about reputation...
Reduce complaints
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Focus on List Hygiene
1. KNOW your unknown user rates and monitor them
2. REVIEW your internal bounce categorization routine to ensure you are regularly removing bad or inactive addresses
3. MONITOR sending logs for messaging from ISPs that may indicate the presence of spam traps
4. COLLECT good data up front: the most common techniques are double opt-in and welcome messages
5. IMPLEMENT address verification processes and ECOA
6. CHECK blacklists that focus on mailers who hit spam traps (and make sure you’re not on any of them)
Top tips to keep your list healthy.
Intertops Success StoryCompany• 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
Intertops Success StoryOverview 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
Infrastructure (insert yawn here!)
Who are you?
• SPF (Sender Policy Framework)• Sender ID• DKIM (DomainKeys Identified Mail)
What Authentication Does and Doesn’t Do
Maintain a permanent home
Message Quality
Follow Best Practices Across the Subscriber Lifecycle
Top Tips: Acquisition
Preference Centres
Welcome Series
Optimise design and rendering
Best Practice: Use a Pre-Header
It’s all about Engagement
What Engagement Means to an ISP
ISPs use your sender reputation to make filtering decisions. A
poor reputation means, your email will get
blocked.
Intelligent inboxes are here
What Engagement Means to the Consumer
Email is great for developing loyal and active subscribers.
72%Percentage of companies rate email as 'excellent' or 'good' for return on investment.
Source: Econsultancy "Email Marketing Census 2011" (2011)
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
Master the art of Email Marketing Jiu-Jitsu
Take a break. Hit Snooze.
3-5 per cent decrease in
unsubscribes.
Top Tips: Win-Back
Best Practice: Win-Back
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
Resources from Return PathGlobal Deliverability Benchmark Report (Sept 2011)http://www.returnpath.net/landing/globaldeliverability1h11 Mobile, Webmail, Desktops: Where Are We Viewing Email Now? (December 2011)http://www.returnpath.net/landing/emailonthemove/
Thank you!