Date post: | 11-Apr-2017 |
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Software |
Upload: | kelly-kenney |
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Stay Out of the Penalty Box: Email Deliverability with SendGrid + Sendwithus
With Luke Martinez (SendGrid) & Kelly Kenney (Sendwithus)
Hi, I’m Luke
● Deliverability Consultant | SendGrid
● Problem Solver, Deliverability Expert
● Recovering food service professional.
Hi, I’m Kelly
● Marketing @ Sendwithus
● Over 9 years in the Tech marketing field
● Email nerd, animal lover and cheese enthusiast
Housekeeping
● SendGrid / Sendwithus Questions
● Follow-up Recording
● Swag Giveaway
● Email template management
● Iterate / Optimize without deploying code
● Set up A/B tests, drip campaigns
● Connect to Database directly, API from app or upload via CSV
Sendwithus & SendGrid
● Email API: Infrastructure
● Email Marketing: Marketing Campaigns
● Email Experts: SendGrid Expert Services
SendGrid Overview
● Founded in 2009
● Based in Denver, CO with offices in
Orange County, CA and Redwood City, CA
● Leading delivery platform for customer communication
● Send 1B emails per day for companies worldwide
Sendwithus Overview
● Y Combinator company (founded Jan. 2013)
● Based in Victoria, BC and San Francisco, CA
● Control + Optimize Email
● Top 300 Email sender Worldwide
Today’s Objectives
● Deliverability: What is it and why should it matter to you?
● Most important email metrics for sending reputation
● Top 4 expectations for senders
● A/B Testing + Deliverability
● Questions? We got answers
Email: ROI MVP
Reference: http://www.emailmonday.com/wp-content/uploads/2015/04/National-client-email-2015-DMA.pdf
$1
$38
Don’t let this happen to you
$6M
How to prevent lost revenue?
How to prevent lost revenue?
Monitoring engagement, and keeping a close eye on delivery metrics and trends greatly reduces the likelihood of inbox placement issues.
How to prevent lost revenue?
Deliverability is a moving target.
Inbox providers and spam filters are constantly changing the rules that determine whether or not your mail makes it to your subscribers.
What is Deliverability?
250ok?End to end time?
Inbox placement?
Opens?
Clicks?
ROI?
What is Deliverability?
What is Deliverability?
Reputation
250okEnd to end time
Inbox placement
Opens
Clicks
ROI
What is Deliverability?
Back in the day...
Deliverability = Reputation
IP Reputation
2 + 2 = 4
Deliverability = Reputation
In 2016
Deliverability = Reputation
IP Reputation Domain ReputationContent Reputation
● SPF Domain● DKIM Domain● From Domain
● Template● Links/URLs● Syntax
● Dedicated/Shared● IP Neighborhood● IP Count
9 Most Important Engagement Metrics
Engagement
● Open● Click● Unsubscribe● Spam report● Add to contacts● This is not spam● Move to primary● Reply● Forward
List Hygiene
List Hygiene
● Invalid addresses● Spam Traps● Time since last engaged● Time since last engaged● Time since last engaged
Sending to recipients who haven’t engaged in six months is the kiss of death for your reputation.
Anti-Spam Team - Hotmail
Top 4 Expectations for Senders
Monitor engagement and send accordingly.● Send less mail to less engaged recipients.● Remove recipients who do not engage
for an extended period of time.● When open rates drop, send less mail.
Top 4 Expectations for Senders
Honor unsubscribes and spam reports.○ Keep spam report rate below 0.08%○ Make it easy for recipients to leave your
mailing list.
Top 4 Expectations for Senders
Honor unsubscribes and spam reports: ○ Make it easy for recipients to leave your mailing list.
Marketing Perspective
Top 4 Expectations for Senders
Honor unsubscribes and spam reports: ○ Make it easy for recipients to leave your mailing list.
Marketing Perspective
Top 4 Expectations for Senders
Honor unsubscribes and spam reports: ○ Make it easy for recipients to leave your mailing list.
Marketing Perspective
Top 4 Expectations for Senders
Honor unsubscribes and spam reports: ○ Talk to your customers in their language, not yours
Marketing Perspective
Top 4 Expectations for Senders
Text to Image ratio● 2-4 sentences of text per image is
a good rule of thumb.● If an email consists of only a
single image, ISPs have no way of determining the nature of the email.
Top 4 Expectations for Senders
Whenever possible, be consistent with your sending domain(s) and IP(s)● New IPs and domains are inherently
untrustworthy.● Work on establishing and maintaining a good
reputation rather than trading IPs and domains when deliverability problems arise.
You’ve got great Deliverability - now what?
Transactional Email
● Sent automatically in response to a user’s action on your app
● Welcome email - 4x more opens and 5x more clicks vs marketing email
● Notification email - second highest engagement rate
● Receipt email - 64% of consumers consider these the most valuable messages
● People expect them and read them - take advantage!
Let’s start with Transactional Emails
Let’s start with Transactional Emails
Inbox providers are generally sympathetic to Transactional mail that ends up in the spam folder.● Password resets● Confirmation emails● Receipts● Invoices● Legal notifications
Marketing/promotional email gets treated very differently by the Inbox provider - ideal to segment to protect these messages.
TechPerspective
Transactional Emails: A/B testing
● Don't assume - A/B Test!
● Treat email like a landing page
● You can test:
○ SUBJECT LINES
○ INTRO TEXT
○ BODY STYLE
○ HEADINGS
○ CTAs and MORE!
Email A/B Testing Basics
High Low
High Yay! Subject
Low Body, CTA Subject, Body, CTA
Open Rate
Cli
ck R
ate
● Segment to a subset of your most engaged audience
● Test 1 element at a time● Apply learnings to the entire
list and/or other emails
Email A/B Testing Basics
High Low
High Yay! Subject
Low Body, CTA Subject, Body, CTA
Open Rate
Cli
ck R
ate
● Segment to a subset of your most engaged audience
● Test 1 element at a time● Apply learnings to the entire
list and/or other emails
A/B Test offer in Transactional email
● Prompt users to perform an action● A/B test messaging and offers● Retail brand examples:
○ Added something to cart○ Completed purchase○ Review product○ Repeat purchase
Wrapping Up
● Sending Reputation =
● With list hygiene, time since last engaged is key
● Make unsubscribes easy + honor their request
● Be consistent with IP addresses + email frequency
● A/B test messaging, offers to a segment