Deliverability: Navigating the latest inbox changes
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Transcript of Deliverability: Navigating the latest inbox changes
Navigating your way to the inboxNew Deliverability Challenges and Best Practices Update
Agenda
New inbox services Engagement Best practices Private domains Deliverability monitoring Compliance What’s ahead
New Inbox ChallengesHotmail and Gmail
Inbox Filtering
Gmail Priority Inbox - Based on behavior 93% of Gmail user have Inbox Priority on*
Hotmail Sweep – Remove unread, unwanted email based on behavior
Otherinbox – AOL, Gmail, Yahoo – Scans hourly and categorizes mail for you by content (receipts, newsletters, shopping, personal, etc) and behavior.
* 2011 ReturnPath Report
EngagementKnow your subscribers
Engage!
Segment engaged vs. non-engaged Move non-engaged to a monthly or quarterly schedule Up the volume to engaged and lower volume to less or non-
engaged. Different offers to each group Sending to both will impede results since non-engaged will
hurt reputation (Gmail) Use win-back campaigns cautiously since this is a group of
non-engaged addresses - Small groups and less frequent Look at last time they bought, opened, click, replied Lifecycle Marketing –
Post sign up – welcome series, how to, instructions, Post purchase – reviews, re-order, cross sell, RFAF Birthday, abandon cart, browsing behavior
Best PracticesRise above
Best Practices
Best Practices Get permissions Make it relevant Get whitelisted Set expectations Make it easy to get off list Use brand name in subject line and From address Keep ‘Weekly newsletter’ weekly Don’t over send = creates complaints
Secret to Success…. Permissions + Relevancy = INBOX
Private DomainsThe New Reputation
Private Domains
ISP Trends: Movement from IP to domain based reputation Private domain(clientname.com) Bronto private (client.bronto.com)
Outbound messages have your company's branding Own and control your deliverability reputation Messages show your company domain
– Reply to – Links– Images– Bounces– Authentication (DKIM)
Deliverability MonitoringProfessional Services
Deliverability Monitoring
Up to 5 deliveries per month to our
email seed list
Personalized user account for
monitoring dashboard
Monthly report analyzing results and
metrics
Monthly consultation with deliverability
expert
Timely notification of any critical issues
Proactive outreach to IPS(s) to
remediate blocks
Deliverability Monitoring
Deliverability Monitoring
Bronto Deliverability
Delivery Rates 2012
Open Rates 2012
Jan Feb March0
10
20
30AOLGmailHotmail YahooComcast
Jan Feb March96
98
100
102AOL
Gmail
Hotmail
Yahoo
Comcast
ComplianceUnites States, Canada, Europe
Compliance
Canadian Anti-Spam Law (C-28) MUST have explicit consent Assume all email addresses are Canadian Final version released March 2012, awaiting final comments Enforcement Oct 2012?
International All must have consent EU – pre-checked box is not ok. Must be affirmative consent.
Safe Harbor EU Directive Prohibits transfer of PII Safe Harbor bridges gap from US and EU Web page seal (TRUSTe and Safe harbor)
What’s NextNew Challenges
What’s Next?
2012 Engagement part of Reputation
Behavioral targeting
Inbox filters (help manage for you)
Domain Reputation steady
Email still #1
Affiliate marketing hurting, not helping
DMARC
Images still off by default – use alt tags, more text, assume image is off
Q&A
Thank you!
Chris Kolbenschlag
Director of DeliverabilityBronto Software
[email protected] Direct: 919.595.2458