Silverpop and Return Path take a fresh look at email marketing deliverability in a world where Reputation and Engagement are critical to message delivery.

1. Deliverability in the World of the
Intelligent Inbox
A Silverpop & Return Path Keynote

2. About Silverpop
• 1,500+ customers
• Across 38 countries
• 30+ billion emails sent
per annum across our
customer base
• 97% avg.
deliverability rate

3. About Return Path
Who We Are
 Leader in email monitoring, deliverability,
certification, and anti-phishing solutions
 300+ email professionals
 Offices in New York, Denver, San Francisco,
London, Paris, Hamburg, Sydney, and Sao
Paulo
Proven Experience
 Serve over 2,500 leading brands
 Over 2 billion inboxes covered by
certification program
 26 million IPs scored daily by Return Path
 300+ ISP partners globally
Clients From Several Industries
 Retail / eCommerce
 Publishing
 Social Media
 Financial Services 3

4. Today’s Speakers
Richard Evans Richard Gibson
Director of Marketing, EMEA Channel Relationship Manager, UK
Silverpop Return Path
@rlevans @richardgibson

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

7. Why spend 45
minutes today talking
about deliverability?

8. Because it isn’t a technical issue…

9. It’s a business issue…

10. What makes for good deliverability?

11. It’s all about reputation...

12. Reduce complaints

13. Focus on List Hygiene
13

14. Top tips to keep your list healthy.
1. KNOW your unknown user rates and monitor them
2. REVIEW your internal bounce categorization routine to
ensure you are regularly removing bad or inactive
addresses
3. MONITOR sending logs for messaging from ISPs that may
indicate the presence of spam traps
4. COLLECT good data up front: the most common
techniques are double opt-in and welcome messages
5. IMPLEMENT address verification processes and ECOA
6. CHECK blacklists that focus on mailers who hit spam traps
(and make sure you’re not on any of them)

15. Intertops Success Story
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

16. Intertops Success Story
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

17. Infrastructure (insert yawn here!)

19. Who are you?
• SPF (Sender Policy Framework)
• Sender ID
• DKIM (DomainKeys Identified Mail)

20. What Authentication
Does and Doesn’t Do

21. Maintain a permanent home

22. Message Quality

23. Follow Best Practices Across the
Subscriber Lifecycle

24. Top Tips: Acquisition

25. Preference Centres

26. Welcome Series

28. Optimise design and rendering

29. Best Practice: Use a Pre-Header

30. It’s all about Engagement

33. What Engagement Means to an ISP

34. ISPs use your sender
reputation to make
filtering decisions. A
poor reputation means,
your email will get
blocked.

35. Intelligent inboxes are here

40. What Engagement Means
to the Consumer

41. Email is great for
developing loyal and
active subscribers.
72%
Percentage of companies rate email as 'excellent' or
'good' for return on investment.
Source: Econsultancy "Email Marketing Census 2011"
(2011)

42. Optimising Delivery Time

43. Little Tikes
Increased 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

44. Encyclopaedia Brittanica
Encyclopaedia Brittanica solves decade-old marketing dilemma of when to send an email by
using Silverpop’s Send Time Optimization feature
Business Challenges
• Finding an innovative way to boost sales for its online store
• Targeting emails to their customer’s specific window for
purchasing
Overview of Solution/Benefits
• The company first tested the feature in an email alerting its
120,000 subscribers to the company’s Spring Sale. The
results included:
• 20-46% increase in open rates
• 30-50% increase in click rates “If I can get to our email subscribers when they
want to hear from me, that made a lot of
• 30% increase in total number of orders per sense to me. It gave me a competitive
campaign advantage.”
• EB has now made STO a standard in their --Kassie Stephenson Adams
campaigns Director of Consumer Marketing and Campaign
Management, Encyclopaedia Brittanica

45. Master the art of Email Marketing Jiu-Jitsu

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

47. Top Tips: Win-Back

48. Best Practice: Win-Back

49. 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.

50. Resources
• Resource Centre
at silverpop.com
– White papers
– Webinars
– Blogs
– Case studies
– Newsletters
• Presentations on SlideShare
– www.slideshare.net/Silverpop

51. Resources from Return Path
Global Deliverability Benchmark Report (Sept 2011)
http://www.returnpath.net/landing/globaldeliverability1h11
Mobile, Webmail, Desktops: Where Are We Viewing Email Now?
(December 2011)
http://www.returnpath.net/landing/emailonthemove/

52. Thank you!