Text, images, spam words, laws, permission, spam traps, segmentation, cadence, IP addresses, spoofing, whitelists, blacklists, firewalls, opens, reads, complaints…the list goes on! Join us for a simplified guide to deliverability and tackling one of the most common problems, getting your email into the inbox.
3. What’s in my Junk folder?
Fraud / Phishing / Spoofing
I purchased but didn’t consciously opt-in
I had to sign–up in exchange for something
I signed up but no longer engage with the brand
4. What’s in my Inbox?
I signed up to receive emails and read regularly
I recently engaged with the brand
Participants in Certification Program
I recently purchased, the emails are likely to be of
interestI opted to sign–up in exchange for something benefici
32. 14% Open this Email
23% Have Opened Email From this
Sender in the Last 30 Days
Making an impression
33. 14% Open this Email
23% Have Opened Email From this Sender
in the Last 30 Days
5% Aren’t Interested and Delete the
EmailWithout Opening
Making an impression
34. 14% Open this Email
23% Have Opened Email From this Sender
in the Last 30 Days
5% Aren’t Interested and Delete the
EmailWithout Opening
5% Addresses have Expired (Bounced)
Making an impression
35. 14% Open this Email
23% Have Opened Email From this Sender
in the Last 30 Days
5% Aren’t Interested and Delete the
EmailWithout Opening
5% Addresses have Expired (Bounced)
12% Addresses are Inactive
Making an impression
36. 14% Open this Email
23% Have Opened Email From this Sender
in the Last 30 Days
5% Aren’t Interested and Delete the
EmailWithout Opening
5% Addresses have Expired (Bounced)
12% Addresses are Inactive
The Remaining 52% Aren’t Interested
Making an impression
47. Where did it go wrong?
0
10
20
30
40
50
60
70
80
90
100
0 7 14 21
Inbox%
0
10
20
30
40
50
60
70
80
90
100
0 7 14 21 28 35 42 49 56
Inbox%
Sudden Decline Slow Decline
Usually
• Content change / problem
• Problem with data selection
• Increase in complaints
Tip: compare before vs. after to
understand what changed
Usually
• Change in email list (e.g. churn)
• Lack of re-engagement
• Quality of new data
Tip: ensure that you recognise lack of
engagement programmatically
48. The importance of recency
Gmail and Yahoo apps now
prompt subscribers to
unsubscribe from senders if
they haven’t read email from
them in the last month.
Takeaway: recognise when
subscribers are becoming
inactive and re-engage them
49. A real-life example
0
10
20
30
40
50
60
70
80
90
100
0 7 14 21 28 35 42 49
Inbox%
Day
Spam
Inbox
Mailing
entire
subscriber
base
Restrict Gmail
to 0-6 months
website activity
/ clicked email
Restrict Gmail
to 0-30 days
website activity
/ clicked email
It’s all about balance!
50. • If you send email that subscribers want , you will not be filtered to the junk folder.
• If you’re working to fix filtering short-term, ensure that you tackle underlying issues:
• Make your opt-in clear, inform subscribers what you’re going to send.
• Make unsubscribing easy.
• Keep your list clean, tackle data quality issues.
• Recognize and plan for those who aren’t engaging.
• Meet subscriber needs, you’ll stay in the inbox if subscribers get value from your email.
• Your ESP cannot often fix your deliverability problems but they should provide advice.
• Be patient! It can take up to 30 days to get results.
In summary