Email Marketing Campaigns, Stephanie Miller, Vice President, Strategic Services, Return PathEmail Essentials: Optimizing Inbox Deliverability and Response If an email message lands in the junk folder and no one sees it, does it count as “delivered?
Email Essentials: Optimizing Inbox Deliverability and Response
If an email message lands in the junk folder and no one sees it, does it count as “delivered?” Clearly, no. The foundation to every response optimization strategy is to first reach the inbox and render as intended. Find out why commercial messages get blocked as spam, how to read data for good decision-making, how to make a business case for more email marketing resources, and get a bevy of ideas and resources to increase response and revenue from this channel.
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Semelhante a Email Marketing Campaigns, Stephanie Miller, Vice President, Strategic Services, Return PathEmail Essentials: Optimizing Inbox Deliverability and Response If an email message lands in the junk folder and no one sees it, does it count as “delivered?
Semelhante a Email Marketing Campaigns, Stephanie Miller, Vice President, Strategic Services, Return PathEmail Essentials: Optimizing Inbox Deliverability and Response If an email message lands in the junk folder and no one sees it, does it count as “delivered? (20)
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Email Marketing Campaigns, Stephanie Miller, Vice President, Strategic Services, Return PathEmail Essentials: Optimizing Inbox Deliverability and Response If an email message lands in the junk folder and no one sees it, does it count as “delivered?
1. Slide 1 Email Essentials: Optimizing Inbox
Email Essentials: Optimizing
Deliverability and Response
Inbox Deliverability & Response
If an email message lands in the junk
Stephanie Miller, VP, Return Path
@stephanieSAM folder and no one sees it, does it count
as “delivered?” Clearly, no. The
stephanie.miller@returnpath.net
foundation to every response
optimization strategy is to first reach
the inbox and render as intended. Find
out why commercial messages get
blocked as spam, how to read data for
good decision-making, how to make a
business case for more email marketing
resources, and get a bevy of ideas and
resources to increase response and
revenue from this channel.
11. Slide 23 You might be surprised by exactly how
For most marketers,
big the problem really is.
20% never reaches
the inbox. Non-delivery (messages not put into
inbox – not delivered at all or put into
junk/bulk folder) – has started to level
off around 20%. This is a problem for
both B2B and B2C marketers.
What’s important to understand about
this metric is that it is an average. That
means that some marketers do far
worse than this – seeing 30, 40, even
50% or more of their email diverted out
of the inbox. However the good news is
that many marketers also do far better
than this, enjoying inbox delivery rates
of 90% or better. We certainly have
many clients that enjoy near-perfect
delivery on nearly all the email they
send.
Slide 24 If an email Why should that worry you? Simply:
Email that doesn’t get to the inbox
doesn’t
doesn’t get a response.
land in the
inbox, can
it get a
click?
23. Creative, Timing, Frequency
Would making the unsubscribe
button higher in prominence
earn higher ROI?
Is our welcome stream too
fast/too slow?
Which mail streams can be combined
to lower the overall rate? Which need
to be separated to protect the highest
value mail streams?
.
Slide 48 3. Save money by becoming a more
informed negotiator.
Look at complaints by source. Those
sources which have the highest complaints
are less valuable.
Use this data to renegotiate acquisition and
data deals. Or drop bad ones altogether.
The Boss likes cost savings.
48
Slide 49 There is no magic to this approach.
Mostly, it’s a new attitude, and a bunch
of data crunching, which is the stuff we
direct marketers love.
49
27. Slide 57 Let me help you get started. There are
lots of other great ideas being
discussed here at the OMS, as well.
3 Ideas to Steal
57
Slide 58 Remember that the biggest impact on
sender reputation is complaints. That is
Zig all about relevancy and subscriber
While satisfaction.
Others
1. Think about your content strategy.
Zag
How can you do something unique,
even SOME of the time, in order to
break through.
Slide 59 Fisher Price has a strategy that so
Create clearly matches their target market –
lifecycle- kids that grow. Using the age of the
subscriber’s child, which was requested
based at subscribe, they delivered fully
emails. customized messages – specific to the
year and month of the child. Including
59
their own product promotions along
with parenting tips and family activity
ideas was a great way to build brand
equity and drive subscriber value. It’s
also smart for the marketer - - once the
creative template has been designed,
the content can be used over and over,
year after year without losing
effectiveness.
28. Remember too that YOUR prospects
and customers grow too. Make sure
your email program grows with them.
Introduce the idea of a series.
Slide 60 2. Show up…..
60
Slide 61 …the way you intended. Rendering is
complicated by image suppression (99%
of your subscribers will see the images
off version) and the different email
clients from Y! to Gmail to Outlook. We
all have to manage to the lowest
common denominator.
61
Always test rendering in various email
clients BEFORE you send your
messages. Ask your ESP for a service to
automate this, or get it from your
deliverability service provider.
There are some great design checklists
available at the DMA/Email Experience
30. regardless of what the letter of the law
says. As a result, some will ignore it or
unsubscribe. Others will complain
about it, which will have a negative
impact on the marketer’s sender
reputation, and therefore on their
ability to get into the inbox, aka
deliverability.
We recommend that all retailers
explicitly offer buyers the option to sign
up for email during check-out. If a pre-
checked box is used, it should be quite
visible, and the option to uncheck
should also be obvious. No email
should be sent without specific buyer
consent.
So, this of course applies to non-retail
marketers as well. For example, if a
visitor to a B2B website completes a
form in order to download a
whitepaper and is required to provide
an email address, the marketer should
not assume they have permission to
start emailing that person. A checkbox
requesting permission should be
provided.