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The Art & Science of Email Deliverability & Optimization
Josh Aberant, Director of PrivacyShonal Narayan, Email Marketing Manager
Page 1© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Goals
Understand -• How Marketo optimizes your deliverabilityp y y• How receivers make delivery decisions• How you can optimize your deliverability
Page 2© 2009 Marketo, Inc. Marketo Proprietary and Confidential
B2B Deliverability Landscape
Page 3© 2009 Marketo, Inc. Marketo Proprietary and Confidential
B2B Deliverability Landscape
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Page 4© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Deliverability Partners
B2B RequirementsEmail Provider SenderEmail Provider Sender
• Modern network compliant with receiverrequirements
• Permission• Opt-in
E t tirequirements• Advanced email
technology platform• Anti-spam and email
• Expectations• Data• List hygieneAnti spam and email
vendor relations (B2B)• ISP relations (B2C)• Best practices
• Targeting• Relevancy• Contentp
• Data automation tools • Best Practices• Trust
Page 5© 2009 Marketo, Inc. All rights reserved.
Deliverability Partners
Email providers take responsibility for providing theircustomers with the network, tool and know-how they needto achieve the deliverability they deserveto achieve the deliverability they deserve
Marketo NetworkCisco McAfee Return Path
SenderBase TrustedSource Sender Score
Highest score on all Trusted IPs –“Good”
Highest score on all Trusted IPs –“Minimal Risk”
98 average score on Trusted IPs (out of 100)
Good or Neutral score on all sending IPs
Minimal Risk score on all sending IPs
89 average score on all sending IPs
Page 6© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Shared, Trusted & Dedicated IPs
Receiver Relations
Anti-spam vendors & ISPs:• Connection requirements• Whitelistings• Feedback Loops (FBLs)• Bounce classifications• Tech troubleshooting• Block info• False positive issue escalation & resolution
Page 7© 2009 Marketo, Inc. All rights reserved.
Deliverability Tech
• IP and DNS optimization• Minimize DNS lookups• Reduce friction
• Connection optimizing• HELO/EHLOHELO/EHLO• Concurrency• MX routing
Adaptive bounce handling• Adaptive bounce handling• Classification & specification• Action & retry configuration
• Authentication• DKIM – Domain Keys Identified Mail• SPF – Sender Protection Framework
Protect your brand and online reputation against fraud and forgery
Page 8© 2009 Marketo, Inc. Marketo Proprietary and Confidential
SPF Sender Protection Framework• SenderID
fraud and forgery
What is Deliverability?
Once the tech is solved, inbox placement is the result of a algorithmic score based on:
ContentSender Reputationp
You Are Master Of Your Deliverability
Page 9© 2009 Marketo, Inc. All rights reserved.
Content Filtering
• Spam words• Spam patternsSpa patte s• Spam signatures
Lots of opportunities for false positives
Page 10© 2009 Marketo, Inc. All rights reserved.
Sender Reputation
Receiving systems want to deliver message that subscribers want message that subscribers want.
How can a computer score how much a How can a computer score how much a subscriber wants a sender’s email?
Page 11© 2009 Marketo, Inc. All rights reserved.
Sender Reputation
Domain & IP ReputationThe Good The Bad
• Opens• Time open
• Inconsistent sending• Invalid email addresses p
• Images on• Clicks• Forwards
• Old• Malformed
• Prints• Save to folder• Archive
Add t dd b k
The Ugly• Complaints
• Spam button• Add to address book• Move to inbox
Spam button• Move to junk folder
• Spam trap hits
Page 12© 2009 Marketo, Inc. All rights reserved.
The Marketing Conversion Formula
The The TheTheRight Person
TheRight
Message
TheRight
MethodConversionSuccess
+ =+
Targeting& Analytics
Relevant Content
BestPractices
Action orAwareness
Page 13© 2009 Marketo, Inc. All rights reserved.
Deliverability Best Practices
P M M h dPPerson Message Method• Permission • Clear call-to-action • Timing
Person• Permission• Opt-in
• Set expectations• Capture preferences
• Focus on good dataP rge problematic data
• Scan-able• WIIFM (What’s In It For Me)• Branding
• SubjectFrom
• Calendar• Behavior• Preferences• Lead nurturing state
Freq enc
• Opt-in• Set expectations• Capture preferences
• Focus on good dataP rge problematic data• Purge problematic data
• In-actives• Non-engaged• Bounces & un-subs
• Score data sources
• From• Body
• Relevance• Personalization• Valuable content
• Frequency • Recency • Preview attraction
• Snipped text• Above the fold
• Purge problematic data• In-actives• Non-engaged• Bounces & un-subs
• Score data sources• Score data sources• Website• Search• Campaigns
• Score Engagement
• Valuable content• Company logo• Design best practices
• Well formed HTML• In-line CSS
• Above the fold• How does it look when
images are off?• A/B testing - Iterate your way there
• Score data sources• Website• Search• Campaigns
• Score EngagementScore Engagement• High, medium, low
• Target Relevancy• Demographic• Location
In line CSS• Alt tag images• Render testing
• Trust center• Company name
• Subject line• Call-to-action• Content• Design templates
O i i d
Score Engagement• High, medium, low
• Target Relevancy• Demographic• Location
Page 14© 2009 Marketo, Inc. All rights reserved.
• Preferences• Behavior• Engagement
p y• URL• Privacy Policy
• Opt-in reminder • “You have received this
message because…”
• Preferences• Behavior• Engagement
Deliverability @ The Opt-in Form
• Create “Moments of Recognition”• Brand• Look & feel• Images• Previews
• Capture preferences• Frequency• Frequency• Areas of interest• Demographics
Set expectations• Set expectations• Make it clear what you have to offer• Attract potential customers
Page 15© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Deliverability @ The Opt-in Form
• Validate addresses• Check for syntax errors
• Confirm opt-in (COI/DOI)• Make some downloads/incentives available after confirmationMake some downloads/incentives available after confirmation
• Sync with CRM• Unified view of lead through nurturing stages
Page 16© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Deliverability Design of Opt-inBranding-Branding-
Moment of Value PropMoment of recognition
Easy
Relevancy
Easy Concise Form
Sample – Set Expectations
Privacy Policy –Builds
WIIFM –Incentive & M ti ti TrustMotivation
Product Info– Lead Nurturing
Page 17© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Test, test, and test some more – what works on
this page? (eg. No testimonials here)
Build deliverability quality into test analysis
Automating Deliverability
Inactive or Non-engaged
•Open
•ClickDATA
•Click
•Website activity
•Defined goals
EngagedSubscribers
Behavior Analysis
Defined goals
Page 18© 2009 Marketo, Inc. All rights reserved.
Deliverability: Lead Gen & List Building
• Track deliverability effects of your campaigns d i iti tiand initiatives
• How many of the subscribers bounce or hit report junk?j
• Did the campaign or data source cause blacklistings?• Don’t ignore this real cost
B ild d li bili i fi / • Build deliverability costs into your profit/cost analysis
Better Data = Better Deliverability
Page 19© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Example Cost Analysis
Lost revenue (one week) $10,000 $10,000 PPC t l d $1 $1 PPC cost per lead $1 $1 Bounce block threshold 500 500Campaign leads generated 1000 1000B t 0 5% 5%Bounces percentage 0.5% 5%
# of bounces 5 50B t $20 $20 Bounce cost $20 $20 Total bounce cost $100 $1,000 Bounce cost per lead $0.10 $1.00
Adjusted lead cost $1.10 $2.00
Page 20
Behavioral ScoringWhat’s Relevant? To Whom?What s Relevant? To Whom?
Score their Engagement by their Behavior
Page 21© 2009 Marketo, Inc. All rights reserved.
Engagement Scoring How-to
Structure your engagement scores on the best behavior data you have available -• Data vintage• Openers• Clickers• Web site goals & page visited
• Marketo munchkin• Lead score
M k t • Marketo app
Page 22© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Engagement MailStream Example
Premium Product Packages
Industry Thought Leadership
Page 23© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Market Awareness & Business Benefit
Targeting - Always Be Relevant
Use All Your Targeting Know-Howg g
DemographicsLocation RelevancyLocationPreferencesBehavior
y
Engagement
Page 24© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Advanced Deliverability
Marketing process -Automate sending messages that
l t h th t thpeople want when they want them
• Who are they? (Demographics)y ( g p )• What did they say? (Preferences)• What did they do? (Behavior)
Wh t d th t? (R l )• What do they want? (Relevancy)• How ready are they? (Lead nurturing)
Page 25© 2009 Marketo, Inc. All rights reserved.
Advanced Deliverability
The key to great long term deliverabilityis a cycle of messages that people want y g p p
bringing them closer to conversion
SendingSending
B h iBehaviorTracking
Targeting
Analysis
Page 26© 2009 Marketo, Inc. All rights reserved.
Marketing Automation Enables This
P M M h dP M h d
Coming Soon
Person Message Method• Permission • Clear call-to-action • Timing
Person• Permission
Message• Clear call-to-action
Method• Timing
• Opt-in• Set expectations• Capture preferences
• Focus on good dataP rge problematic data
• Scan-able• WIIFM (What’s In It For Me)• Branding
• SubjectFrom
• Calendar• Behavior• Preferences• Lead nurturing state
Freq enc
• Opt-in• Set expectations• Capture preferences
• Focus on good dataP rge problematic data
• Scan-able• WIIFM (What’s In It For Me)• Branding
• SubjectFrom
• Calendar• Behavior• Preferences• Lead nurturing state
F • Purge problematic data• In-actives• Non-engaged• Bounces & un-subs
• Score data sources
• From• Body
• Relevance• Personalization• Valuable content
• Frequency • Recency • Preview attraction
• Snipped text• Above the fold
• Purge problematic data• In-actives• Non-engaged• Bounces & un-subs
• Score data sources
• From• Body
• Relevance• Personalization• Valuable content
• Frequency • Recency • Preview attraction
• Snipped text• Above the fold• Score data sources
• Website• Search• Campaigns
• Score Engagement
• Valuable content• Company logo• Design best practices
• Well formed HTML• In-line CSS
• Above the fold• How does it look when
images are off?• A/B testing - Iterate your way there
• Score data sources• Website• Search• Campaigns
• Score Engagement
• Valuable content• Company logo• Design best practices
• Well formed HTML• In-line CSS
• Above the fold• How does it look when
images are off?• A/B testing - Iterate your way thereScore Engagement
• High, medium, low• Target Relevancy
• Demographic• Location
In line CSS• Alt tag images• Render testing
• Trust center• Company name
• Subject line• Call-to-action• Content• Design templates
O i i d
Score Engagement• High, medium, low
• Target Relevancy• Demographic• Location
In line CSS• Alt tag images• Render testing
• Trust center• Company name
• Subject line• Call-to-action• Content• Design templates
O i i d
Page 27
• Preferences• Behavior• Engagement
p y• URL• Privacy Policy
• Opt-in reminder • “You have received this
message because…”
• Preferences• Behavior• Engagement
p y• URL• Privacy Policy
• Opt-in reminder • “You have received this
message because…”
© 2009 Marketo, Inc. All rights reserved.
Summary
• Deliverability factors:• Content• Reputation• Email Provider
• To optimize deliverability follow the marketing conversion formula• Send to the right person• Set expectations
F d d t• Focus on good data• Score engagementAl b l t
Page 28© 2009 Marketo, Inc. All rights reserved.
• Always be relevant
EXAMPLES
Page 29
OMS Event – A Great SuccessSuccess Beyond OMS ‐ Social Media
A B
Open: 32% Open: 40%CTO: 50% CTO: 17%
Page 30
CTO: 50% CTO: 17%
Testing – 3 Step Process
Determine what variable(s) to testCreate multiple versions of the email (A/B) Monitor and adjustj
Page 31
My Findings - Opens
Subject line For event follow‐ups: Put the event name in the title For invites: Personalized, yet tempting hook (ex: thought you might be interested in xyz)you might be interested in xyz)
Page 32
My Findings - Clicks
HTML template with graphics Use clickable email banner, buttons, and hero shots/images
# f li k# of links Linking the title or name of the offer works better than “click here”, The offer has to be obvious at first glance; above the fold Highlight the keys of the offer via bullet points, easier to read than a
block of text Doing a event recap blog post is a hot offer, especially after a
d htradeshow
Content length 3‐4 total paragraphs + bullet pointsp g p p Short content doesn’t always win, make the content compelling and
flow nicely into the call to action
Message style
Page 33
Message style Personal touch beats out generic message (seems obvious): Use of
tokens; “forwarded” messages
Page 34
Page 35
Same Offer ≠ Same Results
August: 20% Open 72% CTO 580 new engaged 580 new engagedSeptember 18% Openp 28% CTO < 100 new engaged
Page 36
My Findings – Conversion
Timing is Everything for C iConversion Keep your company name fresh in their heads
You only get one first impression make itimpression, make it count
Page 37
What to Remember
To optimize deliverability follow the marketing conversion formula: Send the right message T th i ht To the right person
At the right time With the right method (best practices)g ( p )
Above all else…Stay Relevant!
Page 38© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Read More..
Page 39
Q & A
Josh [email protected]
Shonal Narayanshonal@marketo [email protected]
Want to Learn More? Josh and Shonal bothWant to Learn More? Josh and Shonal both blog on the Marketo B2B Marketing Blog
Page 40
Thank You!
Page 41© 2010 Marketo, Inc. Marketo Proprietary and Confidential