PANEL:
• Austin Bliss, President FreshAddress, Inc.
• Jack Hogan, Chief Technology Officer & Co-Founder LifeScript, Inc.
• Tom Sather, Director, Professional Services Return Path
• Amit Singh, Specialist, Consumer Marketing Technologies Nestle USA
Panelists:
• W. Jeffrey Rice, Research Analyst MarketingSherpa
Jack Hogan
CTO & Co-Founder
LifeScript, Inc.
Case Study Background
• The company: LifeScript
• The marketplace: Online women’s health websites
• The product: LifeScript.com – the fourth-largest health site
and tenth-largest women's online community
• The focus: Email marketing database
Case Study Background
• LifeScript is the only website
focusing exclusively on women’s
health, using a voice that resonates
with its core audience
• 5+ million readers subscribe to its
six daily email newsletters:
o Healthy Advantage o Diet & Fitness
o Daily Reflections o Daily Horoscope o Diabetes
o Healthy Appetite
Case Study Background
The Challenge
• Consumers were entering typos and
invalid and bogus email addresses
• Undelivered emails were going to
“The Twilight Zone”
• Problematic email addresses were:
o hurting overall email deliverability o damaging sender reputation
o thwarting ability to communicate with potential readers
o preventing LifeScript’s advertisers from
The Challenge
• Identify bad email
addresses…
Found that bad email
addresses are typed
2 – 20% of the time!
Syntax idohair54 ldross@sbcglobal,net Spelling [email protected] [email protected] Transposition [email protected] [email protected] Missing Characters [email protected] [email protected] Extra Characters [email protected] [email protected]The Challenge
• Identify bogus….
[email protected][email protected][email protected] [email protected]
and malicious emails…
[email protected][email protected]LifeScript’s Goal
• To keep faulty email addresses out
of the marketing database
• Retain maximum number of
collected email addresses by
correcting inadvertent or
Strategy and Tactics
• Implement a comprehensive email hygiene and correction
service
o Simple rules checking PLUS
o Filter against known bad, bogus and blocked addresses and FCC block list
o Correct misspellings of domains
Email Hygiene Vendor’s Real-time servers
LifeScript’s server
1.
Strategy & Tactics
• Actual errors in LifeScript’s
file caught and corrected
Results
Results
• 26 million emails checked over the past
two years
• More than 345,000 invalid email
addresses were caught
Summary and Key Takeaways
• Utilizing email hygiene and correction results in:
o LifeScript delivering more impressions to online advertisers
o Minimized email deliverability issues for all concerned – avoids blacklisting
o Keeps LifeScript in daily contact with subscribers
Credits
• LifeScript:
o Jack Hogan, CTO & Co-Founder
• Email hygiene vendor:
o Austin Bliss, President & Co-Founder
For more information and white papers on email deliverability, please go to:
Amit Singh
Consumer Marketing Technologies Specialist
Nestlé USA
Case Study: How to Hit (and Know
• The company: Nestlé USA
• The marketplace: B2C email campaigns for the CPG market
• The platform: Unica Pivotal Veracity (PV) - Email delivery and
content optimization tool
• The channel: Email campaigns to subscribed consumers
across Nestlé USA brands
• The objective: To improve email deliverability of email
campaigns to consumer inboxes.
Challenges we faced
• Email delivery engine hosted and maintained by Nestlé USA • Responsible for our own Domain and IP reputations
• Keeping consumers engaged and holding on to them o CPG Branding/Relationship messages
vs.
E-commerce/Transactional messages
Challenges we faced
• Manual Process
o Email accounts created at all the regular ESPs/ISPs o Previews sent to these accounts
• Multiple Interactive agencies for multiple brands o Creating Content
o Running Campaigns
• Blocked by ISPs fairly regularly
• No insight into email delivery to inbox vs. spam folder at campaign run time
• Difficult process to troubleshoot missing/bounced emails
The team’s objective was to improve email deliverability and
get better insight into placement of Nestlé USA emails to the
inbox.
The Goal
The existing process was completely manual and time
consuming. For the large number of campaigns going out
every day from the system it was tough to keep track of the
deliverability.
Using vendor tool
Strategy & Tactics
Monitor delivery dashboard on a daily basis
Strategy and Tactics
Identify campaigns with
Drill into campaigns with delivery issues
Strategy and Tactics
Troubleshoot the campaign
Strategy and Tactics
Email placement in spam folder!
Work with vendor’s other tools to identify issues with the content/design that is likely to trigger spam folder placement.
Emails are missing!
Since implementation of the new processes
Results
Metric Change % Increase
Emails sent 102.9%
Email campaigns run 63.2%
Emails sent/campaign 24.6%
Unique consumers targeted 23.1%
