Upload
salesforce-marketing-cloud
View
272
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Deliverability is a moving target and managing your email program while flying blind puts marketers at risk for potential failure. ExactTarget Marketing Cloud and Return Path Email Deliverability Experts will help you navigate the email data landscape. In this session, you will explore how to use best practices built on data insights to effectively manage and execute your email programs. From sender reputation to inbox placement, discover through a client success story how email data can help you optimize your strategic plans.
Citation preview
Track: Email Marketing
#CNX14
#CNX14
Deliverability: Using Email Data to Build Strategic Customer Journeys
Josie Garcia, Practice Manager, Global Deliverability
Anthony Chiulli, Deliverability Consultant
Tonya Mitchell, Sr. Professional Services Consultant
Mandy Parisi, Email Marketing Manager
Track: Email Marketing
#CNX14
Goals for Today’s Session:
1 2 3
Business impact of having visibility into
your email performance
Knowing your deliverability metrics
What impacts your ability to reach the
Inbox
Getting in front of key deliverability detractors
Strategically using data to stay ahead of
the curve
Being proactive vs. remaining reactive
Track: Email Marketing
#CNX14
Image from www.web-site-building-tips.com
DO YOU DRIVE BLINDFOLDED?
Track: Email Marketing
#CNX14
The Long and Winding Road to Reach the Inbox
Travel with your eyes wide OPEN
Know how your program is performing
React and make adjustments
Email Delivery:
What could go wrong?
Reputation60+ ISP criteria
IP historyWhitelistBlacklist
Shared IPAuthenticationSPFDKIMDMARC
ISPs
Security SpoofingPhishing
Spam
mer
s
JUNK(–) EngagementIgnore/DeleteUnsubscribesComplaintsSRD rateFeedback loops
SENT
InfrastructureMTA
IP AddressDNS
Filtering Classification
AutomaticPersonalGraymail
DELIVERED
(+) EngagementReadsOpens ClicksSharesGmail tabs
RenderingTaggingImages onHTML errorsEmail clientsMobile devices
BouncingUnknown addressUndeliverableMailbox fullAuto reply
Blocking & MissingISP firewallsUnknown user rateSpam
List Signup
PermissionWelcome
Data sourcesUnknown Users
Spam trapsSegmenting
AgingHygiene
ContentText
ImagesText-Image ratio
LinksSpam words
Responsive designSpam laws
Senders
INBOX
Subscribers
CompetitionSimilar offers
Social updatesNotifications
Changing interests
Delivery PlanCadence
FrequencyVolume
Email Delivery:
ESP & IT’sResponsibility
Reputation60+ ISP criteria
IP historyWhitelistBlacklist
Shared IPAuthenticationSPFDKIMDMARC
ISPs
Security SpoofingPhishing
Spam
mer
s
JUNK
SENT
InfrastructureMTA
IP AddressDNS
Delivery PlanCadence
FrequencyVolume
Filtering Classification
AutomaticPersonalGraymail
DELIVERED
BouncingUnknown addressUndeliverableMailbox fullAuto reply
Blocking & MissingISP firewallsUnknown user rateSpam
Senders
INBOX
Subscribers
CompetitionSimilar offers
Social updatesNotifications
Changing interests
ContentText
ImagesText-Image ratio
LinksSpam words
Responsive designSpam laws
List Signup
PermissionWelcome
Data sourcesUnknown Users
Spam trapsSegmenting
AgingHygiene
(+) EngagementReadsOpens ClicksSharesGmail tabs
RenderingTaggingImages onHTML errorsEmail clientsMobile devices
(–) EngagementIgnore/DeleteUnsubscribesComplaintsSRD rateFeedback loops
Email Delivery:
Marketer’sResponsibility
Reputation60+ ISP criteria
IP historyWhitelistBlacklist
Shared IPAuthenticationSPFDKIMDMARC
ISPs
Security SpoofingPhishing
Spam
mer
s
JUNK
SENT
InfrastructureMTA
IP AddressDNS
Delivery PlanCadence
FrequencyVolume
Filtering Classification
AutomaticPersonalGraymail
DELIVERED
BouncingUnknown addressUndeliverableMailbox fullAuto reply
Blocking & MissingISP firewallsUnknown user rateSpam
List Signup
PermissionWelcome
Data sourcesUnknown Users
Spam trapsSegmenting
AgingHygiene
ContentText
ImagesText-Image ratio
LinksSpam words
Responsive designSpam laws
Senders
INBOX
Subscribers
CompetitionSimilar offers
Social updatesNotifications
Changing interests
(+) EngagementReadsOpens ClicksSharesGmail tabs
RenderingTaggingImages onHTML errorsEmail clientsMobile devices
(–) EngagementIgnore/DeleteUnsubscribesComplaintsSRD rateFeedback loops
Track: Email Marketing
#CNX14
Domain Threat Intelligence
Opens, Clicks, Unsubscribes &
Complaints
Inbox Placement Metrics
Email Reporting Metrics and Data
Delivery Rate
Bounce Rates
SMTP Codes & Bounce Reasons
Reputation Score
Spam Trap Data
MSN SRD Metrics
Engagement
Subscriber Email Activity Data
Competitive Intelligence
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
What are the rules of the road?
Track: Email Marketing
#CNX14
The ISPs Watch the Signs!
COMPLAINTS = <.1%
LIST QUALITY:• Unknown Users = <2%• Spam Traps = 0
ENGAGED SUBSCRIBERS:• Active in Inbox• Active with YOUR mail
SENDING VOLUME
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
Webroot: How We Used Data to Optimize Our Strategy
Track: Email Marketing
#CNX14
Success Strategies
• Engaged ETMC Deliverability Practice Manager to investigate
• Sender Score Certification, daily campaign and reputation monitoring
• Manually suppressed bad domains
• Worked with BriteVerify to improve data quality
Webroot experiencing challenges at AOL, Yahoo, and a Spamhaus “false Alarm” – Fake domains and accounts collected via free trial promotion.
Track: Email Marketing
#CNX14
Improvement Over Time
Track: Email Marketing
#CNX14
• It’s not your ESP, it’s your data
• Inbox placement is a privilege
• Quality always trumps quantity
• Inbox placement requires ongoing strategies
Key Lessons Learned…
Track: Email Marketing
#CNX14
Knowing your metrics is the key to a successful email
program
You can’t fix it if you don’t know its broken
Even poor deliverability metrics
are your friend
You can use data from ISPs to your
advantage
Inbox placement requires an ongoing
strategy
You can be proactive with the right tools
Quick Recap:
1 2 3
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
#CNX14
$50StarbucksGift Card
Track: Email Marketing
#CNX14
Track: Email Marketing
#CNX14
Questions?
Track: Email Marketing
#CNX14
CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
Track: Email Marketing
#CNX14