Email Inbox Deliverability TrendsGlobalocity 2012

Kathleen Waldvogel, VP, Client Services, BlueHornet Networks

Can anyone tell me the definition of ‘graymail’?

Session Objectives

> Increase engagement to improve deliverability> What’s changed?> How should you collect subscribers?> What gets you in trouble?> What’s getting to the inbox?> Does good data go bad?

What’s changed?

– More email marked as Spam– Stricter oversight

> Spamhaus> MAPS

– ISP-level filters

How should you collect subscribers?

Good Address Collection Methods

> Double Opt-In> Webpage Sign-Up

‒ Preference Center> Social Media

Bad Address Collection Methods> Point-of-Sale> Purchased Lists> Promotions> Social Media

What can get you in trouble?

> Good email address: bill.subscriber@yahoo.com> Bad email address: lrx11tg32@spamex.com > A good way to identify a bad list is simply to look at it > 3rd party List scrubbing services

Sign Up Page/Process

> Be transparent> Customize content> Offer delivery options> Send a welcome

message

Sign Up Page/Process

> Be transparent> Customize content> Offer delivery options> Send a welcome

message

DOI – When Less is More

> Increase in unique opens

DOI – When Less is More

> Increase in unique opens> More opens = more clicks

DOI – When Less is More

> Increase in unique opens> More opens = more clicks> ISP reputation

DOI – When Less is More

> Increase in unique opens> More opens = more clicks> ISP reputation> Lower rate = less risk> They really like you!

What’s getting to the inbox?

> Reputable senders> The “right” stuff> Active vs. Inactive subscribers

Does good data go bad?

Case Study: iHire Restores Gmail Deliverability to 100%

> Challenge– Recurring/consistent bulking at

Gmail– 2nd highest number of orders– No visibility into feedback loops

> Need– Prove iHire emails should be

delivered– Busy season approaching

Case Study: iHire Restores Gmail Deliverability to 100%

> Solution– Stop mailing inactive Gmail

subscribers– Monitor inbox delivery– Slowly “loosen the reigns”

> Results– 100% Gmail inbox delivery!!

Recap > Reaching the inbox has gotten harder> Organic sources = healthier lists> Engagement keeps subscribers active> Without it, shelf life is about 6-9 months> A good plan can restore inbox delivery

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Resources> For more information on these topics:

‒ CAN-SPAM site:> http://

business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business ‒ Return Path In the Know Blog:

> http://www.returnpath.net/blog/intheknow/ ‒ DKIM setup:

> www.dkim.org ‒ SPF checking tool:

> http://www.kitterman.com/spf/validate.html