#CNX14 - Deliverability: Navigating the New ISP Landscape
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Deliverability is a moving target and managing your email program while flying blind puts marketers at risk for potential failure. ExactTarget Marketing Cloud and Return Path Email Deliverability Experts will help you navigate the email data landscape. In this session, you will explore how to use best practices built on data insights to effectively manage and execute your email programs. From sender reputation to inbox placement, discover through a client success story how email data can help you optimize your strategic plans.
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#CNX14 - Deliverability: Navigating the New ISP Landscape
- 1. Track: Email Marketing #CNX14 #CNX14 Deliverability: Using Email Data to Build Strategic Customer Journeys Josie Garcia, Practice Manager, Global Deliverability Anthony Chiulli, Deliverability Consultant Tonya Mitchell, Sr. Professional Services Consultant Mandy Parisi, Email Marketing Manager
- 2. Track: Email Marketing #CNX14 Goals for Today’s Session: 1 2 3 Business impact of having visibility into your email performance Knowing your deliverability metrics What impacts your ability to reach the Inbox Getting in front of key deliverability detractors Strategically using data to stay ahead of the curve Being proactive vs. remaining reactive
- 3. Track: Email Marketing #CNX14 Image from www.web-site- building-tips.com DO YOU DRIVE BLINDFOLDED?
- 4. Track: Email Marketing #CNX14 The Long and Winding Road to Reach the Inbox Travel with your eyes wide OPEN Know how your program is performing React and make adjustments
- 5. Email Delivery: What could go wrong? Reputation 60+ ISP criteria IP history Whitelist Blacklist Shared IP Authentication SPF DKIM DMARC ISPs Security Spoofing Phishing Spammers Blocking & Missing ISP firewalls Unknown user rate Spam DELIVERED JUNK (–) Engagement Ignore/Delete Unsubscribes Complaints SRD rate Feedback loops SENT Infrastructure MTA IP Address DNS Filtering Classification Automatic Personal Graymail (+) Engagement Reads Opens Clicks Shares Gmail tabs Rendering Tagging Images on HTML errors Email clients Mobile devices Bouncing Unknown address Undeliverable Mailbox full Auto reply List Signup Permission Welcome Data sources Unknown Users Spam traps Segmenting Aging Hygiene Content Text Images Text-Image ratio Links Spam words Responsive design Spam laws Senders Subscribers INBOX Competition Similar offers Social updates Notifications Changing interests Delivery Plan Cadence Frequency Volume
- 6. Email Delivery: ESP & IT’s Responsibility Reputation 60+ ISP criteria IP history Whitelist Blacklist Shared IP Authentication SPF DKIM DMARC ISPs Security Spoofing Phishing Spammers Blocking & Missing ISP firewalls Unknown user rate Spam DELIVERED JUNK SENT Infrastructure MTA IP Address DNS Delivery Plan Cadence Frequency Volume Filtering Classification Automatic Personal Graymail Bouncing Unknown address Undeliverable Mailbox full Auto reply Senders Subscribers INBOX Competition Similar offers Social updates Notifications Changing interests Content Text Images Text-Image ratio Links Spam words Responsive design Spam laws List Signup Permission Welcome Data sources Unknown Users Spam traps Segmenting Aging Hygiene (+) Engagement Reads Opens Clicks Shares Gmail tabs Rendering Tagging Images on HTML errors Email clients Mobile devices (–) Engagement Ignore/Delete Unsubscribes Complaints SRD rate Feedback loops
- 7. Email Delivery: Marketer’s Responsibility Reputation 60+ ISP criteria IP history Whitelist Blacklist Shared IP Authentication SPF DKIM DMARC ISPs Security Spoofing Phishing Spammers Blocking & Missing ISP firewalls Unknown user rate Spam DELIVERED JUNK SENT Infrastructure MTA IP Address DNS Delivery Plan Cadence Frequency Volume Filtering Classification Automatic Personal Graymail Bouncing Unknown address Undeliverable Mailbox full Auto reply List Signup Permission Welcome Data sources Unknown Users Spam traps Segmenting Aging Hygiene Content Text Images Text-Image ratio Links Spam words Responsive design Spam laws Senders Subscribers INBOX Competition Similar offers Social updates Notifications Changing interests (+) Engagement Reads Opens Clicks Shares Gmail tabs Rendering Tagging Images on HTML errors Email clients Mobile devices (–) Engagement Ignore/Delete Unsubscribes Complaints SRD rate Feedback loops
- 8. Track: Email Marketing #CNX14 Domain Threat Intelligence Delivery Rate Opens, Clicks, Unsubscribes & Complaints MSN SRD Metrics Spam Trap Data Engagement Inbox Placement Metrics Email Reporting Metrics and Data Bounce Rates SMTP Codes & Bounce Reasons Reputation Score Subscriber Email Activity Data Competitive Intelligence
- 9. Track: Email Marketing #CNX14 What are the rules of the road?
- 10. Track: Email Marketing #CNX14 The ISPs Watch the Signs! COMPLAINTS = <.1% LIST QUALITY: • Unknown Users = <2% • Spam Traps = 0 ENGAGED SUBSCRIBERS: • Active in Inbox • Active with YOUR mail SENDING VOLUME
- 11. Track: Email Marketing #CNX14 Webroot: How We Used Data to Optimize Our Strategy
- 12. Track: Email Marketing #CNX14 Webroot experiencing challenges at AOL, Yahoo, and a Spamhaus “false Alarm” – Fake domains and accounts collected via free trial promotion. Success Strategies • Engaged ETMC Deliverability Practice Manager to investigate • Sender Score Certification, daily campaign and reputation monitoring • Manually suppressed bad domains • Worked with BriteVerify to improve data quality
- 13. Track: Email Marketing #CNX14 Improvement Over Time
- 14. Track: Email Marketing #CNX14 Key Lessons Learned… • It’s not your ESP, it’s your data • Inbox placement is a privilege • Quality always trumps quantity • Inbox placement requires ongoing strategies
- 15. Track: Email Marketing #CNX14 Knowing your metrics is the key to a successful email program You can’t fix it if you don’t know its broken Even poor deliverability metrics are your friend You can use data from ISPs to your advantage Inbox placement requires an ongoing strategy You can be proactive with the right tools Quick Recap: 1 2 3
- 16. Track: Email Marketing #CNX14 Take the after-session survey! Take the Survey in the Connections 2014 Mobile App Join the Conversation! #CNX1 4 $50 Starbucks Gift Card
- 17. Track: Email Marketing #CNX14 Questions?
- 18. Track: Email Marketing #CNX14 CUSTOMER JOURNEY SHOWCASE MARKETING THOUGHT LEADERS EMAIL MARKETING PRODUCT STRATEGY & ROADMAP PERSONAL TRANSFORMATION & GROWTH SOCIAL MARKETING MOBILE & WEB MARKETING DEVELOPERS HANDS-ON TRAINING INDUSTRY TRENDSETTERS CREATIVITY & INNOVATION SALESFORCE FOR MARKETERS ROUNDTABLES
- 19. Track: Email Marketing #CNX14
Editor's Notes
- Presentation We want presentations to outline a complete story arc including Initial goals Iterations/pain points Lessons learned Success Future plans
- Eyes wide open – know rules to the road for email deliverability – discuss key deliverability/reputation factors Have visibility into your program metrics Use that data to react and make adjustments to your program and then monitor again for improvement
- Email deliverability road trip
- what ETMC does for you
- your responsibility
- Anthony – discuss how ETMC and RP provide data for insight into what you must be aware of for your email program Exact Target: Working with an ESP such as Exact Target can provide you key metrics on the performance of your email program. These include: Delivered Rates, Bounce Rates, Opens/Clicks, error codes, subscriber activity data, and more. These are very helpful metrics in understanding how your program’s performing and the success of your deliverability, but doesn’t provide other metrics that the ISPs are paying attention to. Return Path: This is where collaborating with a partner like Return Path, and leveraging their rich email intelligence tools is extremely valuable. Return Path is a partner of Exact Target who’s email data fills in the crucial gaps of the metrics ISPs and filtering vendors are paying attention to. Return Path provides metrics including inbox placement rates, IP reputation scores, spam trap data, competitive intelligence, subscriber engagement, and other data points that offer a premium version into the success and potential downfalls your program can encounter.
- In the world of email deliverability, the more data you have available to you, the better off you are at proactively managing and optimizing your email’s performance. We often say, “you don’t know what you don’t know”..meaning you are only as good as the data and metrics you have available to you. But why are these metrics so important to have you might ask???
- Because the ISPs and filter companies are utilizing many of these data sets in complex algorithms and decisions on how they treat your inbound mail. ISPs monitor complaints, the quality of your lists, subscriber engagement, and volume fluctuation, and other metrics in taking a pulse of who you are as a sender, and how they treat your mail. If you do not have the visibility into many of these metrics, you will be driving blindly in attempting to manage the success of your email channel. Data is powerful in this industry, and in working with experienced consultants like Return Path and Exact Target, they can help you in overcoming difficult situations and offering custom recommendations to keep your program running at an optimal rate. With that, I want to introduce Mandy Parisi, from Webroot, who is going to share her experience with you on how she used data to overcoming difficulties with her email program by leveraging the right data sources and resources form both Return Path and Exact Target. Mandy…
- Takeaways that track to the 3 items on the Goals slide