Email Inbox Deliverability TrendsGlobalocity 2012
Kathleen Waldvogel, VP, Client Services, BlueHornet Networks
Can anyone tell me the definition of ‘graymail’?
Session Objectives
> Increase engagement to improve deliverability> What’s changed?> How should you collect subscribers?> What gets you in trouble?> What’s getting to the inbox?> Does good data go bad?
What’s changed?
– More email marked as Spam– Stricter oversight
> Spamhaus> MAPS
– ISP-level filters
How should you collect subscribers?
Good Address Collection Methods
> Double Opt-In> Webpage Sign-Up
‒ Preference Center> Social Media
Bad Address Collection Methods> Point-of-Sale> Purchased Lists> Promotions> Social Media
What can get you in trouble?
> Good email address: [email protected]> Bad email address: [email protected] > A good way to identify a bad list is simply to look at it > 3rd party List scrubbing services
Sign Up Page/Process
> Be transparent> Customize content> Offer delivery options> Send a welcome
message
Sign Up Page/Process
> Be transparent> Customize content> Offer delivery options> Send a welcome
message
DOI – When Less is More
> Increase in unique opens
DOI – When Less is More
> Increase in unique opens> More opens = more clicks
DOI – When Less is More
> Increase in unique opens> More opens = more clicks> ISP reputation
DOI – When Less is More
> Increase in unique opens> More opens = more clicks> ISP reputation> Lower rate = less risk> They really like you!
What’s getting to the inbox?
> Reputable senders> The “right” stuff> Active vs. Inactive subscribers
Does good data go bad?
Case Study: iHire Restores Gmail Deliverability to 100%
> Challenge– Recurring/consistent bulking at
Gmail– 2nd highest number of orders– No visibility into feedback loops
> Need– Prove iHire emails should be
delivered– Busy season approaching
Case Study: iHire Restores Gmail Deliverability to 100%
> Solution– Stop mailing inactive Gmail
subscribers– Monitor inbox delivery– Slowly “loosen the reigns”
> Results– 100% Gmail inbox delivery!!
Recap > Reaching the inbox has gotten harder> Organic sources = healthier lists> Engagement keeps subscribers active> Without it, shelf life is about 6-9 months> A good plan can restore inbox delivery
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Resources> For more information on these topics:
‒ CAN-SPAM site:> http://
business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business ‒ Return Path In the Know Blog:
> http://www.returnpath.net/blog/intheknow/ ‒ DKIM setup:
> www.dkim.org ‒ SPF checking tool:
> http://www.kitterman.com/spf/validate.html
