So, you want to increase your deliverability rates. And you think you’re doing everything to make that happen: solid process, all of the components for a successful email campaign have been included, deployment timing is right. But for some reason, the numbers that you want to see for deliverability success are just not quite there. Well, we have the webinar for you! Join Rob Dyson, Pardot’s Technical Project Manager, as he takes us through the ins and outs of successful email deliverability.

1. Secrets
to
Inbox
Success
Presented
by:
Rob
Dyson,
Technical
Project
Manager,
Pardot
LLC
1

2. Can
You
Guess?
2

3. Email
Deliverability
is
a
Pain
Pardot
provides:
• Easy
list
maintenance
• Bounce
and
spam
complaint
reporJng
• MulJ-­‐part
emails
(text
and
HTML)
• ThroOling
• Security
• AutomaJc
opt-­‐outs
• Helps
you
stay
CAN-­‐SPAM
compliant
3

4. What
Else
Should
You
Do?
• Concise
and
poignant
messages
• AuthenJcaJon
• Monitor
bounce
and
spam
complaint
rates
• Know
about
CAN-­‐SPAM
• Never
purchase
lists
• OpJmize
your
content
to
avoid
spam
filters
4

5. What
We re
StarJng
With
75%
Average
B-­‐to-­‐B
deliverability
rates
5

6. We re
Working
Towards
100%
Average
B-­‐to-­‐B
deliverability
rates
6

7. Beauty
in
Brevity
• Get
to
the
point
and
stay
on
topic
• People
do
not
read
long
emails
• Coincidentally,
concise,
poignant
emails
are
people-­‐friendly
and
less
likely
to
get
marked
as
spam
• Don’t
waste
the
recipient’s
Jme!
7

8. Content
is
King
• Crabing
good
content
usually
yields
high
deliverability
• Concentrate
on
your
content
–
make
sure
you’re
giving
your
subscribers
well-­‐wriOen,
valuable
content
• Many
readers
are
not
aware
of
the
difference
between
‘spam’
and
email
they
forgot
they
signed
up
for
• Marking
a
message
as
‘spam’
hurts
your
deliverability
rates,
unsubscribes
do
not
8

9. What
is
AuthenJcaJon?
• Confirms
your
idenJty
as
a
sender
-­‐
email
providers
check
your
domain
or
IP
against
a
database
of
trusted
senders
• Helps
prevent
phishing
and
spoofing
• Protocols
differ
by
ISP,
see
our
knowledge
base
for
instrucJons
on
sefng
up
authenJcaJon
with
your
ISP
9

10. Monitoring
Bounce
&
Complaint
Rates
• Keep
your
hard
bounces
under
3%
and
spam
complaint
rate
under
0.1%
• Hard
bounces
can
occur
when
an
email
address
is
invalid,
or
the
ISP/mail
provider
has
blocked
you
• Sob
bounces,
which
can
occur
when
a
user’s
mailbox
is
full
or
when
the
mail
server
is
backed
up,
can
be
converted
to
a
hard
bounce
depending
on
provider
rules
10

11. CAN-­‐SPAM
• Law
that
sets
basic
rules
for
commercial
email
• Common
sense,
including:
• Don’t
use
misleading
header
info
• Don’t
use
decepJve
subject
lines
• Honor
opt-­‐out
requests
promptly
• Penalty
for
violaJng,
rarely
enforced
11

12. Reduce
Spam
Complaints
• Use
confirmed
opt-­‐in
• Don’t
take
permission
for
granted
• Set
expectaJons,
stay
consistent
• Remove
inacJve
subscribers
12

13. Do
Not
Purchase
Spammy
Lists!
• Spam
traps
• Non-­‐existent
email
addresses
• UnsuspecJng
recipients
13

14. Spam
Traps
• Spam
traps,
also
known
as
‘honey
pots’
are
dummy
email
addresses
set
up
by
ISPs
to
detect
spammers.
The
only
way
you
can
run
into
issues
with
spam
traps
is
by
buying
a
bad
list.
• According
to
Return
Path,
the
presence
of
just
one
spam
trap
can
drop
your
deliverability
raJng
by
up
to
53%
14

15. Non-­‐Existent
Email
Addresses
• Campaigns
with
high
numbers
of
non-­‐
existent
email
addresses
have
an
average
deliverability
rate
of
44%,
according
to
Return
Path
• Over
10%
is
considered
high
15

16. UnsuspecJng
Recipients
• Unsolicited
emails
lead
to
higher
spam
complaint
rates,
because
users
click
“Report
as
Spam.”
• Applies
to
inacJve
prospects.
Use
automaJon
rules
to
keep
your
prospect
lists
fresh.
16

17. Spam
Filters
• Spam
filters
on
the
recipient’s
end
automaJcally
check
your
email
for
suspicious
content
• Server-­‐side:
Barracuda,
MessageLabs,
PosJni,
SpamAssassin
• ISP
filters:
Gmail,Yahoo!
Mail,
Lycos,
Fastmail,
Mobile
Me
17

18. Content
to
Avoid
• Forms
• Javascript
• Flash
18

19. OpJmizing
Your
Content
Typical
email
newsleOer.
Or
spammy
spam
spam?
19

20. Spam
Rules
are
a
Pain!
• Dear
xyz
• Click
here
• Toll-­‐free
number
• ...for
only
$199
• Click
below
20

21. Basic
Spam
Rules
• Subject
line
needs
to
reflect
message
• DON’T
SHOUT!
• High
text
to
image
raJo
• Avoid
generic
sales
terms
(Free!
No
commitment!)
• Include
contact
informaJon
21

22. Basic
Spam
Rules
ARGH!
22

23. Fear
Not.
• Most
spam
rules
are
easy
to
comply
with
• Compliance
is
not
all
or
nothing
23

24. Mobile
• In
the
first
half
of
2011,
email
opens
in
mobile
email
clients
increased
150%!
• Same
spam
rules
apply.
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25. Resources
• The
UlJmate
Email
Deliverability
Checklist
• This
presentaJon
(link
will
be
sent
as
follow-­‐up
to
webinar)
• PresentaJon
by
VP
of
Sales,
Derek
Grant,
enJtled
“Email
Deliverability
101”
on
the
Pardot
website
(under
Resources/Webinars)
25

26. QuesJons
26

27. Contact
InformaJon
Pardot
Robert
Dyson
950
East
Paces
Ferry
Rd
Technical
Project
Manager
Suite
3300
robert.dyson@pardot.com
Atlanta,
Georgia
30326
@rdyson
on
TwiOer
404.492.6848
877.3B2B.ROI
www.pardot.com
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