Publication is available under Attribution-ShareAlike license https://creativecommons.org/licenses/by-sa/2.5/au/ ---- Acknowledgements must be provided as per the terms. The Creator: Andrew Bonar, emailexpert.org Link to: https://www.slideshare.net/mrbonar/ Include reference to the original title of whichever presentation you are utilising Please message me to let me know where you have made use of the content, thanks! ----- Presentation, Round Table & Workshop with Nimble Commerce Team and Clients in London 14th November. The industries impact on the email channel, Deliverability, Best Practices, combating list fatigue...

1. Daily Deals
Email Deliverability
Rules of the Road
Best Practices for Daily Deal Industry
Andrew Bonar, Deliverability Director @ Emailvision
t: @andrewbonar

2. CLIENTS USERS UPTIME
MESSAGES CAMPAIGNS
PER MONTH ACCEPTANCE PER MONTH

3. Daily Deal Specialists

4. Email Success: Reputation
DELIVERABILITY

5. Engagement New Rules
Old best practices are now
the new rules
Smarter mailboxes ensure
you must follow best practice
for maximum R.O.I

6. European Deliverability
 Single Points of Failure
 Per Country Legislation
 More Complex Regulations
 Aggressive Use of Blacklists
 Internal ISP Blacklists
 Lack of Feedback Loops

7. New in 2012
 DMARC Authentication
 Domain Blacklists
 ReturnPath Much Stricter
 SpamHaus More Active

8. What is Changing?
 Domain Based Reputation
 Smarter Inboxes
 Smarter Filters
 Mobile Device Usage
 IPv6 the Game Changer

9. European Blacklists

10. Gray Mail
Less than 15% of email is personal 1to1 communication
Source: Hotmail

11. Email How Much?

12. Email How Relevant?
50% of Recipients believe 50%
or more of trusted email is
irrelevant

13. Gmail Clearing Clutter

14. Hotmail A Fresh Look

15. Hotmail The Clean Sweep

16. The Bulk Folder Europe View

17. Identify Challenges
REPORTING

18. Reporting – Analyze Trends
Campaign Analytics
• Measure the behaviour of
different target groups
• Analyze detailed reports on
each element within a
campaign
• View response trends and
measure campaign ROI to
support decision making

19. Identify, Track & Report: Key KPI’s
Acceptance Rate: 99.64%
Response Opens: 18%
• Automate your reporting
and tracking
• Automate the distribution of
reports

20. Identify Delivery Challenges
Vital Weapon: Per ISP Open Rates

21. Email Success: Segmentation
SEGMENTATION

22. Targeting & Segmentation
● Profile customers
 Demographics
 Purchase behaviour
● Rank customer by value
● Identify core segments
 RFM
 Product preference
 Lifecycle stage
 Channel preference
● Create selections for
campaigns
● Turn insight into action

23. Segmentation
Venn Diagrams
• Visual representation of data
• Overlapping segments identify
customer behaviour and insight
• Use any quadrant as a target
group for campaigning, or for
further segmentation

24. Relevance Remember Mobile
Mobile Usage continues to
increase
Smart Phones and Tablets
continue to disrupt email
programs

25. Mobile Usage
Typically 19-29%
or more of email
is opened on a
mobile device
Source: Personal Experience

26. Europe Email on Mobile
Source: eCircle via EmailMonday

27. Reactivity
Opens & Clicks

28. Open and click rates
What influences the open rate?
the mail specifications (timing, frequency of
transmission...)
the recipient’s and the situation’s characteristics
Relevance of subject line
What influences the click through rate?
The relevancy of the content
The document’s readability

29. Reactivity by Category

30. Weekdays Reactivity
● Define the ideal day
to send your emails is
simply by asking your
recipients and by
testing.
● Based on the results
here, you should
send your emails
during the week.

31. Daytime Reactivity
Based on the results
here, you should send
emails before 9:00 AM

32. Email Best Practices & Tips
Engagement

33. The Subject Line
The Brand is always in the subject.
The common points are Sale - Brand - Opening of the sale
Subjects between 30 and 70 characters.
Personalisation is rarely used
TIPS
Incentives (discount, special deals…) can increase the customer’s
interest and therefore his likeliness to open it.
The subject must be relevant and clear enough to easily identify
the type and the origin of the message
The more personalised is your content, the more effective your
communication will be. If any doubt, test, test and test!!

34. One on One Communications
Send emails for significant events
Recipients Birthday
Anniversary of Past Purchase
Spouse/Partners Birthday
Birthdays, Anniversaries, etc. of significant others
TIPS
Ask for as much detail as feasible
Don’t ask for information you will not use
Make the subscriber aware of the benefits

35. Length of the Subject Line
Put the most important information first
Keep the subject line as short as possible
Use longer subject lines only if necessary
When in doubt, test!

36. Transactional & Notification Emails
If used properly transactional email is one of the most
powerful forms of email marketing available to the
marketer today.
Transaction emails have very high open rates in comparison
with traditional marketing messages.
A customer appreciates to know when his purchase will
arrive, so he will open the shipping notification message.
The benefit to the marketer is that these messages are not
just opened, but also read and saved for future reference.
This provides the email marketer the opportunity to add
marketing content to these high open rate messages in an
intelligent way.

37. Email Success: Recap
THE HIGHLIGHTS

38. OLD vs New
Email Marketing 1.0 Email Marketing 2.0
IP Reputation Domain Reputation
Permission Trust
Personalisation Segmentation
Inbox Placement Multi-Device Compatibility
Heuristic Filters User Engagement

39. Permission & Relevancy
• Gain Permission
• Clear and Unambiguous
• Confirm Permission
• Manage Expectations
• Be Clear on Benefits
• Deliver consistently

40. Suscribing: a Simple Process
Subscribe No fancy tricks, clear simple signup forms
Confirm Confirm the email address of recipient
Welcome Initial Welcome Email
Nurture Nurture the relationship

41. 3 Dangers to Avoid
Poorly Designed Complex/Broken Poor List
Email Signup Unsubscribe Management
Process Process Practices
Simple, clear, Do not make it Unsubscribe
concise, manage hard, drive them soft/hard
expectations to other bounces, re-engage
channels or remove the
inactive
BONUS TIP: Beware Affiliate Danger

42. Domain
Reputation
Interdependent
Email marketing
results are
interdependent
on what is Brand Email
happening in Reputation
Marketing
other online
channels and to
Results
some degree
your offline
behavior too
IP
Reputation

43. Earn Trust: Engage & Nurture
Maximise your ROI by tailoring your
email strategy to the changes ahead

44. Peter Webster – Partner Manager pwebster@emailvision.com
Frank Goldberg – Sales Team Leader fgoldberg@emailvision.com
Andrew Bonar
abonar@emailvision.com
t: @andrewbonar