If it seems like achieving good inbox deliverability is a moving target, you're right. But just because the criteria for determining whether your email goes to the inbox or the junk folder is always changing, that doesn't mean you must sit idly by. Making sure your customers get your email messages requires active monitoring, trend-spotting, and optimization. In this session, you'll learn about the current state of email delivery, best practices to follow, dangers to avoid, and what lies ahead in the rapidly changing world of email deliverability.
Session Objectives> Increase engagement to improve deliverability > Whats changed? > How should you collect subscribers? > What gets you in trouble? > Whats getting to the inbox? > Does good data go bad?
Whats changed? More email marked as Spam Stricter oversight > Spamhaus > MAPS ISP-level filters
How should you collect subscribers?Good Address Collection Methods Bad Address Collection Methods> Double Opt-In > Point-of-Sale> Webpage Sign-Up > Purchased Lists Preference Center > Promotions> Social Media > Social Media
What can get you in trouble? > Good email address: [email protected] > Bad email address: [email protected] > 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!
Whats 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
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 19
