Guy Hanson* guy.hanson@returnpath.comþ www.returnpath.com

uk.linkedin.com/in/guyhanson@GuyHanson, @ReturnPath

Myths & Facts AboutEmail Deliverability

Email Revenue & Deliverability Benchmarks

Benchmarks Return on Investment by Channel

Source: Econsultancy Email Marketing Industry Census 2016

How do you rate the following channels in terms

of return on investment?

Benchmarks Return on Investment by Send

Source: Experian Quarterly Benchmark Report Q4 2016

BenchmarksReturn on Investment in Hard Cash!

Source: DMA: Marketer Email Tracking Study 2017

Source: Return Path 2016 Deliverability Benchmark Report

Benchmarks European Deliverability

Source: Return Path 2016 Deliverability Benchmark Report

Sender Reputation

Sender Reputation is an indication of the trustworthiness of an email sender’s program.

Sender Score is a number between 0 and 100 thatidentifies your sender reputation and shows you howmailbox providers view your email program

Sender Reputation Definitions

Sender Reputation Drivers

Sender Reputation Deliverability by Reputation Score

Source: Return Path 2016 Sender Score Benchmark

Sender Reputation Example

www.senderscore.org

Complaints

Complaints Reasons

What is most likely to prompt you to mark an email from a brand/shop/site you trust

as junk/spam?Source: DMA : Consumer Email Tracking Study 2016

Complaints Position of Unsubscribe

Complaints Provide Alternatives

Data Quality

Data Quality Address Verification

Data Quality Primary Email Addresses

Infrastructure

Authentication Definition

Email authentication, or validation, is acollection of techniques aimed atequipping messages of the emailtransport system with verifiableinformation about their origin.

• Sender Policy Framework (SPF)• Domain Keys Identified Mail (DKIM)• Domain-based Message

Authentication, Reporting & Conformance (DMARC)

Authentication Illustration

Impact on brand trust

Drop in user engagement

Drop in open and read rates

Impact on deliverability at Gmail

Authentication Gmail Padlocks and Question Marks

Sender Reputation Pulling It All Together

Engagement

Engagement Overview

Engagement What Matters?

Source: EEC Email Evolution Conference, 2015

Engagement Segmentation

Engagement Personalisation

Engagement Additional Drivers

Engagement Forwards & Not Spam

Our manifesto: share nowForwarded rate = 3%

Sorry! RE: A brighter future for Britain Not Spam rate = 5%https://returnpath.com/downloads/hidden-metrics-email-deliverability/

Engagement Subject Line Emojis

https://returnpath.com/downloads/emoji-report/

Engagement Pulling it all Together

• https://blog.returnpath.com/uk-elections-2017-party-king-email-deliverability/• https://blog.returnpath.com/uk-elections-2017-candidate-inspires-email-engagement/• https://blog.returnpath.com/uk-elections-2017-best-worst-awards-prediction/

Myths & Facts About Deliverability Key Takeouts

• Know your sender reputation• Measure your inbox placement rates• Minimise your complaints• Maximise your data quality• Implement email authentication• Monitor for black lists• Subscribe to white lists (like Return Path Certification!)• Segmentation & personalisation are great engagement drivers• Get creative with your data analysis!• Design for “hidden” metrics

Guy Hanson* guy.hanson@returnpath.comþ www.returnpath.com

uk.linkedin.com/in/guyhanson@GuyHanson, @ReturnPath

Myths & Facts About Email Deliverability