Deliverability Basics
Thursday, March 21, 2013
12:00pm – 12:30pm EDT
#asaewebinar
Presented by:
Jenny Lassi
Professional Services, HighRoad Solution
This complimentary webinar is brought to you by HighRoad Solutions and ASAE-Endorsed Business Solutions.
Professional Services, HighRoad Solution
6-Part Lunch Learning Series
Your Presenter:
Jenny Lassi comes to HighRoad Solution from a digital marketing management background where digital marketing management background where she sourced web‐based e‐communication solutions to round out a direct marketing agency’s client offering. With experience handling deployments and deliverability for a wide range of clients with optimized recipient engagement top‐ of‐mind, Jenny routinely trouble shoots deliverability issues from ISP level filtering to email client level filtering (email Forensics as she
3 email client level filtering (email Forensics as she refers to them). She also consults with clients on content, content strategy, email preference center management & other deliverability optimization tactics.
Jenny Lassi
Professional Services
•
Why is monitoring your deliverability beneficial to your
Today’s Content
organization?
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What contributes to email deliverability?
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The 5 C’s
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What are the different reasons your organization’s emails
could be filtered or blocked from reaching recipient inboxes?
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How can you overcome deliverability obstacles to optimize
How can you overcome deliverability obstacles to optimize
your email programs?
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Best practices
Why is continually monitoring
deliverability important for
your organization?
y
g
5
Wasted Email Spend
Are Your Emails in an Inbox?
7
What contributes to your
deliverability or ability to reach
Wait for it…. Wait for it…
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The sum of all parts of a solid
email strategy plan
email strategy plan.
Where should you start to build
your email strategy plan?
11
The 5 C’s of Email Marketing Strategy
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Configuration
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Content
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Create
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Criticize
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Continue
13The 5 C’s: Configuration
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Firewall Settings
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IP Address (Dedicated or Shared)
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DKIM (Domain Keys)
The 5 C’s: Content
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Content recipients find value in
Content recipients find value in
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Content recipients asked for
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Content recipients expect
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Clear call‐to‐action
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Content delivered when recipients want it
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Content that renders correctly on
15
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Content that renders correctly on
whichever desktop or device recipients are
using
The 5 C’s: Create
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Clean html email template
Clean html email template
The 5 C’s: Criticize
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Analyze delivery metrics (bounces, opens & clicks)
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Use bounce logs to address deliverability issues 24‐48 hours
Use bounce logs to address deliverability issues 24 48 hours
post deployment (not a month later)
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Isolate subscribers who are not engaged with your emails
(no opens/click throughs)
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Create a Win‐Back campaign for non‐engaged subscribers
with an incentive to respond
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Suppress non‐engaged subscribers until they respond to
17your Win‐Back campaign
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Analyze how many subscribers opt‐down or unsubscribe
from particular messages (maybe the perceived value of
content is low)
The 5 C’s: Continue
Use what you have learned
Use what you have learned
What are the different
reasons your
reasons your
organization’s emails
could be filtered or blocked
from reaching recipient
Trouble Shooting Filtering Issues
Firewall Issues: Your organization’s firewall needs to be configured to allow in email traffic originating from outside of your firewall if you are using any email system hosted t id f i ti outside of your organization. Configuration Issues: Email authentication like DKIM (Domain Keys) and Sender ID (SPF Record) Blacklisting Issues: RBL listing resulting from SPAM traps or recipient complaints Engagement Issues: 21 Engagement Issues: Web‐based ESPs (Example: Gmail, Hotmail, Yahoo!) are looking at metrics like messages deleted without being read, percentage of email opens from any one specific sender to only inbox “wanted” mail and the rest are routed to spam folders.Trouble Shooting Filtering Issues
Email Server Filtering Software Issues:Email server filtering software (Example: Postini, Message Labs) use a complex mixture of engagement, keywords, IP blocks, and DNSBL/RBL (Real‐time Blackhole Lists) that may route your email to SPAM or Junk folders
Email Client Issues:
What filtering hoops can you
jump through to reach inboxes?
23