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Stemming the Fall of Email Deliverability: 2016 Benchmarks and How to Beat Them Justin McHenry, Technical Account Manager, Return Path April Mullen, Sr. Marketing Strategist, Selligent
| Date post: | 15-Apr-2017 |
| Category: |
Data & Analytics |
| Upload: | return-path |
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Stemming the Fall of Email Deliverability: 2016 Benchmarks and How to Beat Them
Justin McHenry, Technical Account Manager, Return PathApril Mullen, Sr. Marketing Strategist, Selligent
Today’s Speakers
Justin McHenryTechnical Account Manager
Return Path
April MullenSenior Marketing Strategist
Selligent
14 700 500
Global Offices Consumer Brands Employees
50
Partners
EmailMobileSocialWeb
Offline
Consumer-First Marketing
15+ Years of Experience• 450+ dedicated professionals• 14 offices in 7 countries worldwide• Backed by Union Square Ventures,
Foundry Group, Costanoa Ventures, Vista Equity Partners, SAP Ventures
Proven DataInfrastructure• Over 2 billion Certification inboxes
• Scoring 26 million IP addresses daily
• Nearly 300 global partners
• Processing millions of transactions per day
Over 2,500 Email Optimization Customers
• Industries include:• Retail
• Technology
• Finance
• Entertainment
• And more
About Return Path
The inbox is the center of most consumers’ digital lives.
Your inbox knows a lot about you
The Path to the Inbox
Deliverability Defined
Deliverabilityde·liver·a·bili·ty n.To bring or transport to the proper place or recipient. distribute: deliver groceries; deliver the mail.
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Email Deliverability Defined
The ability to deliver email to a subscriber’s inbox.
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Monitor Your Inbox Placement Rate, Not Delivered
#50EmailTips 11
Delivered Rate= (Total Sent – Bounces) / Total Sent
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Inbox Placement Rate
= ((Total Sent – Bounces) – Spam) / Total Sent
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2016 Deliverability Benchmarks
Global Inbox Placement Rates
Source: 2016 Deliverability Benchmark
USA Inbox Placement Rates
Source: 2016 Deliverability Benchmark
Canada Inbox Placement Rates
Source: 2016 Deliverability Benchmark
Source: 2016 Deliverability Benchmark
UK Inbox Placement Rates
Australia Inbox Placement Rates
Source: 2016 Deliverability Benchmark
How Marketers Can Improve Deliverability
Understand the basics of deliverability
and how to measure
Build and improve sending reputation
Acquire and maintain quality lists
Focus on subscriber engagement
Understanding the factors and impact of reputation
Your Reputation Defines Your Deliverability
ComplaintsQuality of Subscriber File
Email Infrastructure
Engagement Sending History Message Quality
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Find out your reputation
www.senderscore.org
High Sender Score = High Inbox Placement Rate
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Source: Return Path 2016 Sender Score Benchmark Report
Subscriber Complaints Cause Major Reputation Issues
How Unknown Users Impact Reputation
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Spam Trap Reputation Impact
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Authenticate
Failing authentication can cause deliverability issues• Consistently passing DMARC=rise in inbox placement
#50EmailTips 28
Changes in authentication protocols
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DMARC
#50EmailTips 30
DMARC process
#50EmailTips 31
DMARC policies
#50EmailTips 32
Google and Microsoft now p=reject
#50EmailTips 33
Only Gmail can send from @gmail.com
Google and Microsoft now p=reject
#50EmailTips 34
Only Microsoft can send from:● @hotmail.com● @outlook.com● @live.com● @msn.com
Google and Microsoft now p=reject
#50EmailTips 35
If you send mail from these domains your message will be rejected and deleted!
Only send mail from a domain you own and control!
Recommendations to Improve Engagement and Deliverability
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Acquisition
Collect subscribers close to your brand
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Avoid weak permission
• Complaints can be a sign of weak permission
• Pre-checked box• Opt-out
• Express permission is required in Canada
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Be transparent on how information is used
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Set expectations in welcome email
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• Thank and/or welcome the customer
• Get customer excited about what’s ahead
• Allow preference changes
Drive Lasting Engagement
Understand customers over the long term
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Evaluate the relevancy of your content
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Testing is necessary and ongoing
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Mobile must be top of mind
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Respond to customer behaviors
• Purchase • Browse• Cart Abandon• Email Engagement• Offline Behavior
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Set it, but don’t forget it
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Re-engage subscribers
Subject line: It’s been a while...
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Offer an opt-down
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Winback using permission
Image source: Facebook
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Q&A
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Connect With Us
Justin McHenryTechnical Account Manager
Return [email protected]
April MullenSenior Marketing Strategist
Next Steps
#50EmailTips 54
Return Path Resources
● ebook: 2016 Deliverability Benchmark Report● Blog: 10 Common DMARC Misconceptions, Debunked● Blog: Demystifying the DMARC Record● Free tool: Sender Score site● Free tool: Blacklist checker
Selligent Resources● ebook: Open-Personalization Lookbook● ebook: Consumer-First Marketing Defined● ebook: Making Privacy a Brand Asset
