@isimma#LitmusLive

WHAT DO YOU MEAN THEY DON’T LIKE SPAM?!

IVANA SIMOVIC@isimma

(on all the things)

Leading Email Marketing at Demac Media, I’ve earned the role of the

Carrie Bradshaw of email. I’ve got a swear jar on my desk for every time

someone says “eblast” & plan to spend it all on Black Friday. Lover of

coffee, bikes and beer miles.

HI THERE!

WE HELP MERCHANTS BUILD AND GROW

ECOMMERCE BUSINESSES

@isimma#LitmusLive

PEOPLE WE WORK WITH

EXPERIENCE

MY LAST YEAR IN EMAIL

385 MILLION

13 CLIENTS

OVER $4 MILLION

5 DIFFERENT

ESPSEmails Sent

1 YEARJuly ‘15-July ‘16

Dollars

EXPERIENCE

@isimma#LitmusLive

What do you mean they don’t like spam?!

@isimma#LitmusLive

“I once had a nightmare that I had a blacklisted client. Truth was, it wasn’t a nightmare, it was a

living nightmare. One that brought a lot of opportunity for change.

IVANA SIMOVIC, EMAIL GEEK, NIGHTMARE HAVER, REGULAR PERSON

@isimma#LitmusLive

FOR THE NEXT 30 MINUTES.

Guide you through the

blacklisted process.1

2

3

How to get your sender

reputation back to normal.

How to prevent a block.

@isimma#LitmusLive

IMPROPER IP WARMING

@isimma#LitmusLive

THE PROBLEM

● 4 weeks to complete IP warming (by Black Friday)

● When reviewing results, revenue was lower than

expected

● Deliverability rate had dropped - significantly

@isimma#LitmusLive

LET ME SHARE

Deliverability had dropped to 60%

@isimma#LitmusLive

SOLVING THE PROBLEM

TRIAGE PAUSE ACTIVATE LESSONS

1 2 3 4

@isimma#LitmusLive

IP WARMING

THE FIX

1. TRIAGE

● Cancel pending sends

● Contact your ESP

● ESP will connect with ISP

2. PAUSE

● All soft and hard bounces

● All subscribers from

blocked domain (even if

they did not bounce)

@isimma#LitmusLive

IP WARMING

THE FIX

3. ACTIVATE

● Go back to old ESP

● Send emails for blocked

domains from there

● Include EVERYONE from

blocked domain

4. LESSONS

● Follow your ESPs timing

rules when warming IP

● No platform changes

during your busy season

@isimma#LitmusLive

DIRTY DATA

@isimma#LitmusLive

THE PROBLEM

● Data living in various warehouses, not

communicating with the ESP

● Duplicate records

● Point of sale data not being verified

@isimma#LitmusLive

Duplicate records and fake emails and just so many issues.

@isimma#LitmusLive

SOLVING THE PROBLEM

TRIAGE PAUSE ACTIVATE LESSONS

1 2 3 4

@isimma#LitmusLive

DATA

THE FIX

1. TRIAGE

● Cancel pending sends

● Contact your ESP

● ESP will connect with ISP

2. PAUSE

● Stop all campaigns

● Clean data

● Sync all data points, no

more manual work

@isimma#LitmusLive

DATA

3. ACTIVATE

● Update process for POS

data imports

● Monitor deliverability

4. LESSONS

● Keep data clean

● POS data needs to be

verified and put through

double opt-in campaigns

● Opt-ins and unsubscribes

should sync with ESP.

THE FIX

@isimma#LitmusLive

BEHAVING LIKE A SPAMMER

@isimma#LitmusLive

We get it, the holidays are exciting.

@isimma#LitmusLive

THE PROBLEM

● Highly promotional time of year

● Repeatedly sharing offers with every

single subscriber

● Hitting the panic button to meet targets

@isimma#LitmusLive

Literally me when I looked at their deliverability.

@isimma#LitmusLive

SOLVING THE PROBLEM

TRIAGE PAUSE ACTIVATE LESSONS

1 2 3 4

@isimma#LitmusLive

SPAM

THE FIX

1. TRIAGE

● Cancel pending sends

● Contact your ESP

● ESP will connect with ISP

2. PAUSE

● All soft and hard bounces

● All subscribers from

blocked domain (even if

they did not bounce)

@isimma#LitmusLive

SPAM

THE FIX

3. ACTIVATE

● Segment suppressions by

engagement

● Monitor deliverability

4. LESSONS

● Don’t be a stage 5 clinger

● Throttle sends

● Work on plan to start

segmenting database

@isimma#LitmusLive

SEGMENTING BY ENGAGEMENT

GROUP A

Active, No Bounce

GROUP C

Bounced & Opened

GROUP D

Bounced & Unengaged

GROUP B

Bounced & Clicked

@isimma#LitmusLive

MAKING A CASE FOR SEGMENTATION

START SMALL

Build segments

that won’t change

process (ex. time

zone)

GO BIGGER

Find the obvious

data you’ve already

got (ex. gender)

BE SMARTER

Build out models to

determine who is

more likely to

purchase what (ex.

RFM)

@isimma#LitmusLive

SOME FINALTHOUGHTS.

Add the deliverability metric to

your ESPs dashboard.

If you do get blacklisted, use it as

an opportunity to change the

way things are done.

Set timing for delivery attempts.

1

2

3@isimma#LitmusLive

IVANA SIMOVIC@isimma

isimovic@demacmedia.com

THANKS! ✌�

#LitmusLive

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