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Deliverability Rates are Falling
Learn the Reasons Why and How to
Prevent It
Tom Sather, Sr. Director, Research, Return Pa...
The inbox is the center of most
consumers’ digital lives.
Your inbox knows a lot about you
Email Marketing is Alive and Well
72% of consumers
say that email is
their favored
communication with
companies they do
bu...
The Path to the Inbox
Deliverability Defined
Deliverability
de·liver·a·bili·ty n.
To bring or transport to the proper
place or recipient. distribute: deliver
groceries...
Undeliverable as Addressed
Email Deliverability Defined
The ability to deliver email to a
subscriber’s inbox.
10
Monitor Your Inbox Placement Rate, Not Delivered
#50EmailTips 11
Delivered Rate
= (Total Sent – Bounces) / Total Sent
12
Inbox Placement Rate
= ((Total Sent – Bounces) – Spam) /
Total Sent
13
2016 Deliverability
Benchmarks
Global Inbox Placement Rates
Source: 2016 Deliverability Benchmark
USA Inbox Placement Rates
Source: 2016 Deliverability Benchmark
Canada Inbox Placement Rates
Source: 2016 Deliverability Benchmark
UK Inbox Placement Rates
Australia Inbox Placement Rates
Source: 2016 Deliverability Benchmark
How Marketers Can Improve Deliverability
Understand the basics of deliverability
and how to measure
Build and improve send...
The Challenge of
Measuring Email
Deliverability
Bounce Logs
Personal Inbox
Direct Data
Seeds
Pros:
• Can pre-test campaigns
• Accurate, real-time
results
• View of Inbox, Spam and
Missing/Blocked
campaigns
• 100+ In...
Subscriber Panel
Pros:
• Larger, more accurate
sample size
• Subscriber behavior
• No set up required
Cons:
• Only available for
Microsoft,...
The Best Way to Measure Deliverability
Seeds + Subscriber Panel
Understand the
basics of reputation
Your Reputation Defines Your Deliverability
Complaints
Quality of
Subscriber File
Email
Infrastructure
Engagement Sending ...
Find out your
reputation
www.senderscore.org
High Sender Score = High Inbox Placement Rate
35
Source: Return Path 2016 Sender Score Benchmark Report
Subscriber Complaints Cause Major
Reputation Issues
How Unknown Users Impact Reputation
37
Spam Trap Reputation Impact
38
Authenticate
Failing authentication can cause
deliverability issues
#50EmailTips 39
BAD_CREDIT HTTP_ESCAPED_HOST
DATE_IN_PAST_03_06 LOCALPART_IN_SUBJECT
FREEMAIL_FORGED_REPLYTO PLING_QUERY
FREEMAIL_REPLYTO ...
Acquiring and
Maintaining Quality
Lists
41
What are your most important list goals?
42
Email List Strategy
Survey/Business-to-Consumer
Channel
Published April 2016 b...
How are list sizes changing?
43
Email List Strategy Survey/Business-to-Consumer Channel
Published April 2016 by Return Pat...
List Quality is Increasing
44
Email List Strategy Survey/Business-to-Consumer Channel
Published April 2016 by Return Path ...
What are the most effective, difficult ways to
grow email lists?
45
Email List Strategy Survey/Business-to-Consumer
Channe...
Issue Frequency
Low read rate 26%
High subscriber complaints 21%
High number of inactive users 19%
Sending to spam traps 7...
Focus on
Enagagement
Inbox Engagement vs. Email Engagement
Inbox Engagement
• Regularly logs-in
• Reads and sends email
• Files email
• TIS/TIN...
Important Engagement Metrics
“This is Not Spam” – Rarely used, But Highly
Trusted
“This is Not Spam” and Deliverability
Source: Return Path “This is Not Spam” Report
51
My email
campaign
went to
spam. Sad!
Opens Decline as Spam Increases
Grow a quality list
Don’t fear higher frequencies
Keep complaints to a minimum
Emails and Texts from Hillary
1. Can we grab your number?
2. Want to get texts from
Hillary?
3. The official text message
...
Can we grab your number?
Lessons Learned from the Candidates
1. Establish a sending
history and
reputation
2. Be cautious of
acquiring or renting
e...
returnpath.com/emailforpresident
Let’s Connect
Tom Sather
Senior Director, Research
Tom.sather@returnpath.com
303.999.3116
@tom_sather
@returnpath
https://...
Deliverability Rates are Falling - Learn the Reasons Why and How to Prevent It.
Deliverability Rates are Falling - Learn the Reasons Why and How to Prevent It.
Deliverability Rates are Falling - Learn the Reasons Why and How to Prevent It.
Deliverability Rates are Falling - Learn the Reasons Why and How to Prevent It.
Deliverability Rates are Falling - Learn the Reasons Why and How to Prevent It.
Deliverability Rates are Falling - Learn the Reasons Why and How to Prevent It.
Deliverability Rates are Falling - Learn the Reasons Why and How to Prevent It.
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Deliverability Rates are Falling - Learn the Reasons Why and How to Prevent It.

  1. 1. Deliverability Rates are Falling Learn the Reasons Why and How to Prevent It Tom Sather, Sr. Director, Research, Return Path
  2. 2. The inbox is the center of most consumers’ digital lives.
  3. 3. Your inbox knows a lot about you
  4. 4. Email Marketing is Alive and Well 72% of consumers say that email is their favored communication with companies they do business with Email marketers in 2015 report an average ROI of 222% on their email investment 66% of consumers have made a purchase online as a direct result of an email marketing message
  5. 5. The Path to the Inbox
  6. 6. Deliverability Defined
  7. 7. Deliverability de·liver·a·bili·ty n. To bring or transport to the proper place or recipient. distribute: deliver groceries; deliver the mail. 7
  8. 8. Undeliverable as Addressed
  9. 9. Email Deliverability Defined The ability to deliver email to a subscriber’s inbox. 10
  10. 10. Monitor Your Inbox Placement Rate, Not Delivered #50EmailTips 11
  11. 11. Delivered Rate = (Total Sent – Bounces) / Total Sent 12
  12. 12. Inbox Placement Rate = ((Total Sent – Bounces) – Spam) / Total Sent 13
  13. 13. 2016 Deliverability Benchmarks
  14. 14. Global Inbox Placement Rates Source: 2016 Deliverability Benchmark
  15. 15. USA Inbox Placement Rates Source: 2016 Deliverability Benchmark
  16. 16. Canada Inbox Placement Rates Source: 2016 Deliverability Benchmark
  17. 17. UK Inbox Placement Rates
  18. 18. Australia Inbox Placement Rates Source: 2016 Deliverability Benchmark
  19. 19. How Marketers Can Improve Deliverability Understand the basics of deliverability and how to measure Build and improve sending reputation Acquire and maintain quality lists Focus on subscriber engagement
  20. 20. The Challenge of Measuring Email Deliverability
  21. 21. Bounce Logs
  22. 22. Personal Inbox
  23. 23. Direct Data
  24. 24. Seeds
  25. 25. Pros: • Can pre-test campaigns • Accurate, real-time results • View of Inbox, Spam and Missing/Blocked campaigns • 100+ Inbox Coverage • Convenience Cons: • Engagement filtering may not be factored Measuring Deliverability from Seeds
  26. 26. Subscriber Panel
  27. 27. Pros: • Larger, more accurate sample size • Subscriber behavior • No set up required Cons: • Only available for Microsoft, Yahoo, Google, and AOL domains • Doesn’t account for blocked or missing campaigns • Cannot pre-test campaigns Measuring Deliverability from a Subscriber Panel
  28. 28. The Best Way to Measure Deliverability Seeds + Subscriber Panel
  29. 29. Understand the basics of reputation
  30. 30. Your Reputation Defines Your Deliverability Complaints Quality of Subscriber File Email Infrastructure Engagement Sending History Message Quality 33
  31. 31. Find out your reputation www.senderscore.org
  32. 32. High Sender Score = High Inbox Placement Rate 35 Source: Return Path 2016 Sender Score Benchmark Report
  33. 33. Subscriber Complaints Cause Major Reputation Issues
  34. 34. How Unknown Users Impact Reputation 37
  35. 35. Spam Trap Reputation Impact 38
  36. 36. Authenticate Failing authentication can cause deliverability issues #50EmailTips 39
  37. 37. BAD_CREDIT HTTP_ESCAPED_HOST DATE_IN_PAST_03_06 LOCALPART_IN_SUBJECT FREEMAIL_FORGED_REPLYTO PLING_QUERY FREEMAIL_REPLYTO RCVD_IN_NJABL_RELAY FREEMAIL_REPLYTO_END_DIGIT REMOVE_BEFORE_LINK HTML_FONT_FACE_BAD SUBJ_ILLEGAL_CHARS HTML_FONT_SIZE_HUGE SUBJECT_NEEDS_ENCODING HTML_IMAGE_ONLY_12 T_KHOP_FOREIGN_CLICK HTML_IMAGE_ONLY_28 TRACKER_ID HTML_IMAGE_ONLY_32 URIBL_BLACK Top Spam Filter Reasons: Content vs. Quality 40
  38. 38. Acquiring and Maintaining Quality Lists 41
  39. 39. What are your most important list goals? 42 Email List Strategy Survey/Business-to-Consumer Channel Published April 2016 by Return Path in Partnership with Ascend2
  40. 40. How are list sizes changing? 43 Email List Strategy Survey/Business-to-Consumer Channel Published April 2016 by Return Path in Partnership with Ascend2
  41. 41. List Quality is Increasing 44 Email List Strategy Survey/Business-to-Consumer Channel Published April 2016 by Return Path in Partnership with Ascend2
  42. 42. What are the most effective, difficult ways to grow email lists? 45 Email List Strategy Survey/Business-to-Consumer Channel Published April 2016 by Return Path in Partnership with Ascend2
  43. 43. Issue Frequency Low read rate 26% High subscriber complaints 21% High number of inactive users 19% Sending to spam traps 7% Content fingerprinted as spam 4% 83% 17% 79% 21% Deliverability Tied to List Quality
  44. 44. Focus on Enagagement
  45. 45. Inbox Engagement vs. Email Engagement Inbox Engagement • Regularly logs-in • Reads and sends email • Files email • TIS/TINS Email Engagement • Opens • Clicks • Shares • Purchases
  46. 46. Important Engagement Metrics
  47. 47. “This is Not Spam” – Rarely used, But Highly Trusted
  48. 48. “This is Not Spam” and Deliverability Source: Return Path “This is Not Spam” Report 51
  49. 49. My email campaign went to spam. Sad!
  50. 50. Opens Decline as Spam Increases
  51. 51. Grow a quality list
  52. 52. Don’t fear higher frequencies
  53. 53. Keep complaints to a minimum
  54. 54. Emails and Texts from Hillary 1. Can we grab your number? 2. Want to get texts from Hillary? 3. The official text message list 4. Want to stay in the loop with Team Hillary? Sign up for texts:
  55. 55. Can we grab your number?
  56. 56. Lessons Learned from the Candidates 1. Establish a sending history and reputation 2. Be cautious of acquiring or renting email lists 3. Don’t ignore list quality 4. Leverage live events 5. Keep it simple and to the point 6. Earned media can be your best friend and your worst enemy 1. Grow a large, quality list 2. Test, test, test 3. Segment your list 4. Keep negative engagement measures down 5. Optimize for reach and action
  57. 57. returnpath.com/emailforpresident
  58. 58. Let’s Connect Tom Sather Senior Director, Research Tom.sather@returnpath.com 303.999.3116 @tom_sather @returnpath https://www.linkedin.com/in/tsather http://blog.returnpath.com

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