think you know everything about deliverability?
TRANSCRIPT
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Laura Atkins Author, “Word to the Wise” Blog and Deliverability Expert Autumn Tyr-Salvia Director of Email Standards and Best Practices, Message Systems
Think you know everything about email deliverability?
September 23, 2014
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A link to the webinar replay will be provided via email following the presentation
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Participate in Today’s Discussion… Tweet #deliverability
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Word to the Wise | September 2014
Deliverability Consistently ge<ng email to the inbox
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Laura Tessmer Atkins Founding Partner, Word to the Wise Laura has more than 13 years of experience addressing Internet abuse issues, improving email deliverability and promoKng email markeKng best pracKces. Before founding Word to the Wise, Laura led the outsourced abuse desk group for the Mail Abuse PrevenKon System (the industry's first anK-‐spam blacklist).
Deliverability
1. Review: What everyone thinks they know
2. Facts: What everyone should know.
3. Changes: ProtecKng deliverability in the long term
Deliverability review
What Everyone “Knows”
IP ReputaKon
• Usually means the IP connecKng to the receiving mail server
• Hard for senders to forge
• First real blocking of spam by servers done by IP
• Not parKcularly precise
Complaints
• Acceptable complaint levels < 0.3%
• Levels above 0.3% correlate with delivery problems
• Lower levels always be^er
Spamtraps
• Spamtraps are email addresses used to catch senders and block their mail
• One spamtrap can cause your mail to be blocked
Bounces
• Rates < 5% are acceptable
• Rates > 10% usually lead to deliverability problems
• Only “unknown users” are counted, not any spam or other types of bounces
What Everyone “Knows” is Wrong
Deliverability Facts
IP Rep: Not the Sole Factor
• Domain ReputaKon
• Link ReputaKon
• Content ReputaKon
Domain ReputaKon
• Usually talking about “From” or authenKcated domains
• Any domain present in an email can trigger filtering
• Used to be^er separate out mail from shared IPs
URL / Link ReputaKon
• For IPs that have “grey area” reputaKons, URL reputaKon allows for more precise blocking
• Used to block malicious mail
• MenKoning a URL with a bad reputaKon can get mail blocked or filtered
• Some filters look at the website IP or landing page
Content ReputaKon
• Spammers started “snowshoeing” to get around IP reputaKon filters
• ISPs started tracking content coming from mulKple IP addresses
• Condense content down to a “fingerprint” • Block based on the fingerprint
What is Measured
• ISPs measure many things about every email
• Measurements applied to IP, URLs, domains and content
• Gmail states they evaluate more than 100 different variables
Measurements
Complaints
• Measure number of “this is spam” hits by recipients
• Only mail in the inbox can be complained about
• Measure how “wanted” an email is
Bad Addresses
Recipient Profile
• Look for unusual acKvity among recipients
• Heavily spammed addresses can be used to idenKfy spam
Malicious Content
• Phishing mail
• Virus transmi<ng mail
• Known bad URLs
• Content coming from many, many IP addresses
Only highlights of some of the things ISPs measure
New Deliverability Model
But Wait! There’s more
Recipient-‐Specific Delivery
New Deliverability Reality
ReputaKon in the future
Deliverability Changes
• ISPs focusing on more individualized delivery
• ISPs looking more at “organizaKonal reputaKon” rather than just email or IP reputaKon
• Seed accounts becoming less accurate measures of delivery
Individualized Delivery
• Change from a numbers game to a targeKng game
• Engaged recipients will receive mail in their inbox
OrganizaKonal ReputaKon
• ALL mail streams ma^er
• Fewer opportuniKes for 3rd party mailers
• Less opportunity to moneKze address lists
Seed Lists
• Seed lists have “unusual” recipient profiles • Major mailbox providers have stated that senders should not rely on seed lists to tell them about delivery
Future Proofing Deliverability
Know Your Mailstream
Know Your Providers
Know Your Recipients
Secret to Great Deliverability
Secret to Great Deliverability
Secret to Great Deliverability
Secret to Great Deliverability
Secret to Great Deliverability
Secret to Great Deliverability
Secret to Great Deliverability
Laura Atkins Word to the Wise
• h^p://wordtothewise.com/blog • @wise_laura
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Poll Question
A. In-house MTA (e.g., Message Systems)
B. ESP (e.g., ExactTarget)
C. In-house/DIY (e.g., Postfix)
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Message Systems: The Leader in Messaging
20%
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Email / Marketing Services Providers
Social Networking
Daily Deals Telco Financial
Services Consumer
Technology Travel &
Hospitality Publishing
& Media Hosting & SaaS
Sampling of Key Customers by Vertical Markets
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Key Takeaways
§ Most marketers spend on email but don’t use it optimally
© 2012 Forrester Research, Inc. Reproduction Prohibited
A better mix to optimize email spend?
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38%
99 % EMAILS DELIVERED
22 % OPT-‐IN EMAILS NOT GETTING THRU
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“Deliverability” is Key
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FTP ESP Report 99% Delivery
RP Report 78% Delivery
• FTP Package of User and Content Data in ZIP file • Log Into ESP System To Manage/Send Campaign • ISP Filters Delivery To Inbox • Delivery Data Reported to ESP • Engagement Data Reported ESP • Daily Data Bundle Downloaded
Your Company
Sending through an ESP
ESP ISP
Engagement Data
Delivery Data 24-72 Hour Delay
99 % EMAILS DELIVERED
22 % OPT-‐IN EMAILS NOT GETTING THRU
17 % ESP DEDICATED
INCREASED DELIVERY
“Deliverability” is Key
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• Injects Events to Momentum • Momentum Manages Delivery to ISP • ISP Filters To Inbox • Delivery and Engagement Data Feeds to Momentum in Real-Time Speed your engagement lifecycle and control your brand.
Sending with Momentum
ISP
Delivery Data
Engagement Data
Your Company
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Key Takeaways
§ Most marketers spend on email but don’t use it optimally
§ Moving from an ESP to a dedicated system improves deliverability by 17%
§ 17% deliverability increase à 30% revenue increase
§ Automate processes to optimize deliverability through technology
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Adaptive Delivery with Momentum
Patented technology that auto-tunes outbound email delivery parameters in real time to optimize delivery and safeguard reputation.
• Mail stream segregation • Auto-tuned delivery parameters • Real-time traffic shaping • Real-time decision making, alerts and reports • Live rule updates • Configurable rules • Full FBL capabilities
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Adaptive Delivery Results 10 point Deliverability Gain
FINANCIAL NEWSLETTER
Del
iver
abili
ty
April May June July August
0.85
0.90
0.95
AD Tuning Period
Source: Leading publisher/distributor of opt-in financial newsletters.
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Adaptive Delivery Results
INTERNATIONAL NEWSLETTER
Del
iver
abili
ty
April May June July August
0.85
0.90
0.95
• Deliverability Stabilized • Manual Effort Eliminated
AD Tuning Period
Source: Leading publisher/distributor of opt-in financial newsletters.
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Translates into Real Revenue Results
"When we have delivery and reputation issues, we know about them right away, and we can resolve problems proactively. Momentum with Adaptive Delivery has certainly had a positive impact on customer satisfaction…. We’ve been sending nearly 60 million messages a week at 99.15% deliverability. It was as high as 99.3% last week!” JAMES THOMPSON DIRECTOR OF EMAIL OPERATIONS, INFUSIONSOFT
INCREASED REVENUE WITHOUT MS WITH MS CHANGE
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Key Takeaways
§ Most marketers spend on email but don’t use it optimally
§ Moving from an ESP to a dedicated system improves deliverability by 17%
§ 17% deliverability increase à 30% revenue increase
§ Automate processes to optimize deliverability through technology
§ Focus resources on improving the user experience
Thank you!
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