This document discusses email deliverability and provides tips to improve it. It notes that poor deliverability can cost businesses up to €400,000 per year in lost revenue. Ensuring good authentication, list hygiene, engagement and reputation management are important aspects of deliverability. Case studies show how optimization of send times and list cleansing improved open and click rates for customers. The document also highlights upcoming trends like Google's Priority Inbox and changes to Hotmail that marketers need to watch.

1. Getting Emails Deliveredin the World of the Intelligent Inbox

2. About Silverpop 1,400+ customers Across 38 countries 24 billion emails sent per annum across our customer base 97% avg. deliverability rate

3. Why spend 45 minutes today talking about deliverability?

4. Because it isn’t a technical issue…

5. It’s a business issue…

6. Just how big of an issue is it?

7. € It could be a €400,000 problem for your business

8. Let’s do the maths 25,000,000 emails per annum X €0.10 revenue per email sent ============================== € 2,500,000revenue per annum ============================== Average industry delivery rate 85% €375,000left on the table (undelivered)

9. Not convinced?

10. Let’s do the different maths You spend €50,000 per annum on email marketing X €47 per €1 spent in return ============================== € 2,350,000revenue per annum ============================== Average industry delivery rate 85% €352,500left on the table (undelivered)

11. What makes for good deliverability?

12. Art Science

14. It’s all about Engagement

15. Each ISP has their own rules for using reputation to determine inbox placement. Yahoo! Hotmail Gmail Comcast AOL

16. Unknown User Spam Trap Complaint

17. How Can I Improve Engagement? 17

18. Welcome Series

20. Promote Update in Welcome Email

21. Optimising Delivery Time

22. Little TikesIncreased metrics across the board with Send Time Optimization Overview Regular weekly promotional email Established open and click rate trends Results on first send Open rates increased 20% Click rates increased 30% Total revenue generated increased 75% Average value per order grew 35% Using Silverpop’s Send Time Optimization feature has allowed Little Tikes to take a more sophisticated approach to our email marketing with no extra effort on our end. --Julie Gibson Email Coordinator, Little Tikes

24. Preference Centres

25. Master the art of Email Marketing Ju-Jitsu

26. Take a break. Hit Snooze. 3-5 per cent decrease in unsubscribes.

27. Worry (a lot) about your Reputation

28. Infrastructure List Hygiene Complaints IP Permanence Message Quality Engagement Reputation is a set of metrics based on your sending behaviour

29. But how do I knowwhat my sender reputation is?

31. Authentication

32. Types of Authentication SPF (Sender Policy Framework) Sender ID DomainKeys DKIM (DomainKeys Identified Mail)

34. Phishing

37. No Explicit Deliverability Benefits

39. The Deliverability Lifecycle

40. Deliverability Lifecycle

43. Why not Automate Ramp-Up and IP Warming?

44. Deliverability in the Real World

45. IntertopsGaming company find less is more when it comes to deliverability Company One of the largest sites for sports betting, casino, poker and games Business Challenges Email incorrectly being identified as spam An aged email database w/ some subscribers older than 10 years Inaccurate deliverability reporting from an internal system

46. IntertopsGaming company find less is more when it comes to deliverability Overview of Solution/Benefits Reduced list size by 75% removing invalid and inactive addresses Implemented a promotional email and newsletter program focused on relevancy 20-30% increase in open rates 10% increase in conversion rates 100% increase in deliverability. Now 20% higher than industry average

47. Latest Trends to Watch

48. Google Priority Inbox

51. Hotmail Sweep

54. “The number of worldwide email accounts is projected to increase from over 2.9 billion in 2010, to over 3.8 billion by 2014.”

55. By 2014, the average consumer will receive 9,000 email marketing messages a year.

58. A Quick Look Back Deliverability is a significant business issue. It is part art and part science...And,It is 100% about engagement! Engage with recipients early and on their terms Worry about your reputation... A lot! Brace for more change. More technology. More complexity.

59. Resources Resource Centreat silverpop.com White papers Webinars Blogs Case studies Newsletters Presentations on SlideShare www.slideshare.net/Silverpop

60. Thank you!