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Email Marketing Deliverability

Date post: 17-May-2015
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Bronto Professional Services & Deliverability Consultant, Brad Gurley presents helpful tips to improve your email marketing deliverability.
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Brad Gurley Professional Services & Deliverability Consultant at Bronto TIMA Subject Matter Expert Lunch Email Deliverability
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Page 1: Email Marketing Deliverability

Brad Gurley

Professional Services & Deliverability Consultant at Bronto

TIMA Subject Matter Expert Lunch

Email Deliverability

Page 2: Email Marketing Deliverability
Page 3: Email Marketing Deliverability

Hot Topics

Declining deliverability – or not?

Engagement and Gmail

Mobile email adoption

It’s so Hard to Say Goodbye

Page 4: Email Marketing Deliverability

Are Inbox Delivery Rates Declining?

Page 5: Email Marketing Deliverability

Are Inbox Delivery Rates Declining?

According to ReturnPath, North American inbox delivery rates dropped to just 79% in the 2nd half of 2011.

Bronto’s numbers, using the same seed test method, show over 99% inbox delivery.

Page 6: Email Marketing Deliverability

Are Inbox Delivery Rates Declining?

What’s the difference?

• Complaint rates

• The average complaint rate for a participant in this study was 4%

• Bronto clients have an average complaint rate of about 0.2%

• Lower complaint rates indicate better sender reputation• Translates to higher inbox delivery rates

Page 7: Email Marketing Deliverability

Email Engagement: The New Frontier

Page 8: Email Marketing Deliverability

Engage!

Most major email providers/ISPs are making changes that spotlight user engagement as a major factor in deliverability.

To keep inbox delivery rates high, senders need to shift focus:

• Relevant, content-driven mailings• Clear expectations at time of opt-in• Prominent unsubscribe option• Domain Authentication

Page 9: Email Marketing Deliverability

Be Relevant and Add Value

Provide emails your subscribers want to receive Relevance

• Target specific seasons, holidays, or product lines

Content• Include useful

information with your promotions

Added Value• Give readers a reason to

save your email instead of deleting it

Page 10: Email Marketing Deliverability

Set the Right Expectations

Clearly inform new subscribers what to expect Type of content

• Promotional or Informational?

Frequency• Monthly or Daily?

Area of interest• Provide options for

optimal targeting

Page 11: Email Marketing Deliverability

Make Unsubscribing Easy

Place the Unsubscribe link in a prominent location If the Unsubscribe link is

hard to find, readers are more likely to use the Spam button to unsubscribe

Placing the link at the top of the message often reduces spam complaints

Page 12: Email Marketing Deliverability

Authenticate!

Use Authentication tools to sign your messages

DKIM/DomainKeys• Yahoo protocol

SPF/SenderID• Created by Microsoft

Control your reputation

Private domain• Creates consistent headers

Dedicated IP address• For high-volume senders

Page 13: Email Marketing Deliverability

GMail Leads the Charge

The push toward engagement-based metrics has been pioneered by Gmail.

• In April 2011, major changes were rolled out to the Gmail filtering system

• Engagement became a large part of the filtering algorithm• These metrics were tied to domain as well as IP address

• In March 2012, Gmail again made changes

• Filter behavior was changed• Messages routed to Spam now include a reason• Effects of this change were mixed

• Many senders saw increased spam folder placement• Bronto clients saw higher Gmail open rates on average

Page 14: Email Marketing Deliverability

Dedicated vs. Shared IP

Page 15: Email Marketing Deliverability

Dedicated vs. Shared IP

Page 16: Email Marketing Deliverability

Dedicated vs. Shared IP

Shared IP “Carpool”

• Ideal for small senders

• Benefit from other senders

• Little to no “warm up time”

• Other senders can hurt deliverablity

Page 17: Email Marketing Deliverability

Dedicated vs. Shared IP

Dedicated IP “Solo Driver”

• Ideal for large volume senders

• Control IP, no other senders

• “Warm up” time needed

Page 18: Email Marketing Deliverability

Mobile Email and New Challenges

Page 19: Email Marketing Deliverability

Mobile Adoption Soars

ReturnPath reports that email opens on mobile devices grew 82.4% between March 2011 and March 2012

Mobile is projected to overtake desktop and webmail as the most-used method of reading email by 2013

How does this impact deliverability?

• Filters for mobile clients are typically no different• Design best practices are crucial

• Broken formatting is more likely to lead to a spam complaint• Unsubscribe link should be easily visible on mobile screen

Page 20: Email Marketing Deliverability

It’s So Hard to Say Goodbye

Page 21: Email Marketing Deliverability

It’s So Hard to Say Goodbye

Removing Non-Engaged Contacts is essential to maintaining inbox deliverability

But how do you avoid removing contacts who WANT your email?

Make Up or Break Up?

• Last Chance to Engage• Strong Call to Action is Crucial• Attention Grabbing Subject Line

• Are We Breaking Up?• It’s Time to Say Goodbye

Non-responsive contacts• Remove from List• Send Less Frequently

Page 22: Email Marketing Deliverability

Thank [email protected]/Blog

Page 23: Email Marketing Deliverability

Questions?


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