Neolane and Return Path recently hosted a webinar entitled, “7 Practical Email Deliverability Resolutions You Can Stick to in 2013.” The premise was that setting email deliverability goals can be a lot like making New Year’s resolutions: if they are too vague or too daunting, they are more likely to be abandoned. For this reason, the presenters outlined practical resolutions that email marketers can actually keep in order to improve deliverability and email marketing ROI. WATCH THE WEBINAR REPLAY: http://www.neolane.com/usa/resources/events/webinars/webinars-2013/7-practical-email-deliverability-resolutions

1. Neolane and Return Path Present:
7 Practical Email Deliverability
7 Practical Email Deliverability
Resolutions You Can Stick to into
Resolutions You Can Stick 2013
in 2013
#convmktg

2. Today’s Speakers
Matt Rausenberger Alyssa Nahatis
Sr. Director, Professional Director of Deliverability
Services
@ReturnPath @ANahatis
#convmktg

3. #convmktg

4.  Resolution #1:
I will reduce
subscriber
complaints.
Keys to Success:
 Monitor Inbox Placement Rates
 Set Clear Expectations at Sign-up
 Make it Easy to Unsubscribe
 Identify the Root Cause of Complaints
#convmktg

5.  Resolution #2: I will maintain positive
customer engagement.
Have a Conversation: Keys to Success:
 Listen & Learn  Integrate Cross-Channel Data
 Respond  Add Behavioral/1:1 Messaging
 Refine  Test & Optimize
#convmktg

6.  Resolution #2: I will maintain positive
customer engagement. (cont.)
Triggered Over Business as Usual Examples:
140%  Cart Abandonment
120% +115%  Browse Abandonment
100%
 Order Confirmations
80% +75%  eReceipts
60%
 Shipping Confirmations
40%
 Reminders
20%
 Welcome/Thank You Emails
0%
Open CTR
Source: Epsilon, “Q3 2012 North America Email Trends and Benchmarks report”
#convmktg

7.  Resolution #3: I will clean up my database
and quit messaging my inactive subscribers.
Keys to Success:
 Segment Your List and Target Campaigns
 Monitor Your Inactive Segment
 Implement Re-Engagement Campaign
 Don’t Email the Dead!
#convmktg

8.  Resolution #4: I promise to provide a
transparent opt-in process.
Keys to Success:
 Use Clear, Explicit Language
 Set the Tone with Welcome Series
 Never Pre-check the Box (CASL)
 Permission Accordingly
#convmktg

9.  Resolution #5: I will practice regular data
hygiene.
Keys to Success:
 Validate Email at Point of Collection
 Avoid Risky Email Acquisition Practices
 Leverage ECOA
 Monitor Unknown Users & Bounce Rates
#convmktg

10.  Resolution #6: I will tailor message
frequency to individual customers.
Keys to Success:
 Give Customers Control, but
Balance with Behavioral Data
 Define Frequency at the
Relationship Level
 Shift from Universal to
Individual Contact Thresholds
 Optimize Frequency Based on
Perceived Relevance
#convmktg

11.  Resolution #6: I will tailor message
frequency to individual customers. (cont.)
#convmktg

12.  Resolution #7: I will respect customer
rights and preferences
Keys to Success:
 Maintain Rich Preference Center
 Offer Multi-Channel Communication Options
 Don’t just Collect Data, Use it!
#convmktg
 Honor Unsubscribe Requests

13. #convmktg

14. Watch the Full Webinar
Watch the Webinar
#convmktg