The Art and Science of Email Deliverability and Optimization, as presented by Josh Aberant and...
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Transcript of The Art and Science of Email Deliverability and Optimization, as presented by Josh Aberant and...
Page 1
The Art & Science of Email Deliverability & Optimization
Josh Aberant, Director of PrivacyShonal Narayan, Email Marketing Manager
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 2
Goals
© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Understand -• How Marketo optimizes your deliverability• How receivers make delivery decisions• How you can optimize your deliverability
Page 3
B2B Deliverability Landscape
© 2009 Marketo, Inc. Marketo Proprietary and Confidential
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B2B Deliverability Landscape
© 2009 Marketo, Inc. Marketo Proprietary and Confidential
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Deliverability Partners
© 2009 Marketo, Inc. All rights reserved.
B2B RequirementsEmail Provider Sender
• Modern network compliant with receiverrequirements
• Advanced email technology platform
• Anti-spam and emailvendor relations (B2B)
• ISP relations (B2C)• Best practices• Data automation tools
• Permission• Opt-in• Expectations
• Data• List hygiene• Targeting• Relevancy• Content• Best Practices• Trust
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Deliverability Partners
© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Email providers take responsibility for providing theircustomers with the network, tool and know-how they needto achieve the deliverability they deserve
Marketo NetworkCisco McAfee Return Path
SenderBase TrustedSource Sender Score
Highest score on all Trusted IPs –“Good”
Highest score on all Trusted IPs –“Minimal Risk”
98 average score on Trusted IPs (out of 100)
Good or Neutral score on all sending IPs
Minimal Risk score on all sending IPs
89 average score on all sending IPs
Shared, Trusted & Dedicated IPs
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Receiver Relations
© 2009 Marketo, Inc. All rights reserved.
Anti-spam vendors & ISPs:• Connection requirements• Whitelistings• Feedback Loops (FBLs)• Bounce classifications• Tech troubleshooting• Block info• False positive issue escalation & resolution
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Deliverability Tech
© 2009 Marketo, Inc. Marketo Proprietary and Confidential
• IP and DNS optimization• Minimize DNS lookups• Reduce friction
• Connection optimizing• HELO/EHLO• Concurrency• MX routing
• Adaptive bounce handling• Classification & specification• Action & retry configuration
• Authentication• DKIM – Domain Keys Identified Mail• SPF – Sender Protection Framework• SenderID
Protect your brand and online reputation against fraud and forgery
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What is Deliverability?
© 2009 Marketo, Inc. All rights reserved.
Once the tech is solved, inbox placement is the result of a algorithmic score based on:
ContentSender Reputation
You Are Master Of Your Deliverability
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Content Filtering
© 2009 Marketo, Inc. All rights reserved.
• Spam words• Spam patterns• Spam signatures
Lots of opportunities for false positives
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Sender Reputation
© 2009 Marketo, Inc. All rights reserved.
Receiving systems want to deliver message that subscribers want.
How can a computer score how much a subscriber wants a sender’s email?
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Sender Reputation
© 2009 Marketo, Inc. All rights reserved.
Domain & IP ReputationThe Good The Bad
• Opens• Time open• Images on• Clicks• Forwards• Prints• Save to folder• Archive• Add to address book• Move to inbox
• Inconsistent sending• Invalid email addresses
• Old• Malformed
The Ugly• Complaints
• Spam button• Move to junk folder
• Spam trap hits
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The Marketing Conversion Formula
© 2009 Marketo, Inc. All rights reserved.
TheRight
Person
TheRight
Message
TheRight
MethodConversion
Success
Targeting& Analytics
Relevant Content
BestPractices
Action orAwareness
+ =+
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Deliverability Best Practices
© 2009 Marketo, Inc. All rights reserved.
Person Message Method• Permission• Opt-in
• Set expectations• Capture preferences
• Focus on good data• Purge problematic data
• In-actives• Non-engaged• Bounces & un-subs
• Score data sources• Website• Search• Campaigns
• Score Engagement• High, medium, low
• Target Relevancy• Demographic• Location• Preferences• Behavior• Engagement
• Clear call-to-action• Scan-able• WIIFM (What’s In It For Me)• Branding
• Subject• From• Body
• Relevance• Personalization• Valuable content• Company logo• Design best practices
• Well formed HTML• In-line CSS• Alt tag images• Render testing
• Trust center• Company name• URL• Privacy Policy
• Timing• Calendar• Behavior• Preferences• Lead nurturing state
• Frequency • Recency • Preview attraction
• Snipped text• Above the fold• How does it look when
images are off?• A/B testing - Iterate your way there
• Subject line• Call-to-action• Content• Design templates
• Opt-in reminder • “You have received this
message because…”
Person• Permission• Opt-in
• Set expectations• Capture preferences
• Focus on good data• Purge problematic data
• In-actives• Non-engaged• Bounces & un-subs
• Score data sources• Website• Search• Campaigns
• Score Engagement• High, medium, low
• Target Relevancy• Demographic• Location• Preferences• Behavior• Engagement
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Deliverability @ The Opt-in Form
• Create “Moments of Recognition”• Brand• Look & feel• Images• Previews
• Capture preferences• Frequency• Areas of interest• Demographics
• Set expectations• Make it clear what you have to offer• Attract potential customers
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 16
Deliverability @ The Opt-in Form
• Validate addresses• Check for syntax errors
• Confirm opt-in (COI/DOI)• Make some downloads/incentives available after confirmation
• Sync with CRM• Unified view of lead through nurturing stages
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 17
Deliverability Design of Opt-in
© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Privacy Policy –Builds Trust
Easy Concise Form
Branding-Value Prop
Branding-Moment of recognition
Sample – Set Expectations
WIIFM –Incentive & Motivation
Relevancy
Product Info– Lead Nurturing
Test, test, and test some more – what works on
this page? (eg. No testimonials here)
Build deliverability quality into test analysis
Page 18© 2009 Marketo, Inc. All rights reserved.
DATA
EngagedSubscribers
Inactive or Non-engaged
Behavior Analysis
•Open
•Click
•Website activity
•Defined goals
Automating Deliverability
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Deliverability: Lead Gen & List Building
• Track deliverability effects of your campaigns and initiatives• How many of the subscribers bounce or hit report
junk?• Did the campaign or data source cause blacklistings?• Don’t ignore this real cost• Build deliverability costs into your profit/cost
analysis
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Better Data = Better Deliverability
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Lost revenue (one week) $10,000 $10,000 PPC cost per lead $1 $1 Bounce block threshold 500 500Campaign leads generated 1000 1000Bounces percentage 0.5% 5%
# of bounces 5 50Bounce cost $20 $20 Total bounce cost $100 $1,000 Bounce cost per lead $0.10 $1.00
Adjusted lead cost $1.10 $2.00
Example Cost Analysis
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Behavioral Scoring
© 2009 Marketo, Inc. All rights reserved.
What’s Relevant? To Whom?Score their Engagement by their Behavior
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Engagement Scoring How-to
© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Structure your engagement scores on the best behavior data you have available -• Data vintage• Openers• Clickers• Web site goals & page visited
• Marketo munchkin• Lead score• Marketo app
Page 23
Engagement MailStream Example
© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Premium Product Packages
Industry Thought Leadership
Market Awareness & Business Benefit
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Targeting - Always Be Relevant
© 2009 Marketo, Inc. Marketo Proprietary and Confidential
Use All Your Targeting Know-How
DemographicsLocationPreferencesBehaviorEngagement
Relevancy
Page 25
Advanced Deliverability
© 2009 Marketo, Inc. All rights reserved.
Marketing process -Automate sending messages that people want when they want them
• Who are they? (Demographics)• What did they say? (Preferences)• What did they do? (Behavior)• What do they want? (Relevancy)• How ready are they? (Lead nurturing)
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Advanced Deliverability
© 2009 Marketo, Inc. All rights reserved.
The key to great long term deliverabilityis a cycle of messages that people want
bringing them closer to conversion
Sending
BehaviorTracking
Analysis
Targeting
Marketing Automation Enables This
Page 27
Person Message Method• Permission• Opt-in
• Set expectations• Capture preferences
• Focus on good data• Purge problematic data
• In-actives• Non-engaged• Bounces & un-subs
• Score data sources• Website• Search• Campaigns
• Score Engagement• High, medium, low
• Target Relevancy• Demographic• Location• Preferences• Behavior• Engagement
• Clear call-to-action• Scan-able• WIIFM (What’s In It For Me)• Branding
• Subject• From• Body
• Relevance• Personalization• Valuable content• Company logo• Design best practices
• Well formed HTML• In-line CSS• Alt tag images• Render testing
• Trust center• Company name• URL• Privacy Policy
• Timing• Calendar• Behavior• Preferences• Lead nurturing state
• Frequency • Recency • Preview attraction
• Snipped text• Above the fold• How does it look when
images are off?• A/B testing - Iterate your way there
• Subject line• Call-to-action• Content• Design templates
• Opt-in reminder • “You have received this
message because…”
Person• Permission• Opt-in
• Set expectations• Capture preferences
• Focus on good data• Purge problematic data
• In-actives• Non-engaged• Bounces & un-subs
• Score data sources• Website• Search• Campaigns
• Score Engagement• High, medium, low
• Target Relevancy• Demographic• Location• Preferences• Behavior• Engagement
Message• Clear call-to-action• Scan-able• WIIFM (What’s In It For Me)• Branding
• Subject• From• Body
• Relevance• Personalization• Valuable content• Company logo• Design best practices
• Well formed HTML• In-line CSS• Alt tag images• Render testing
• Trust center• Company name• URL• Privacy Policy
Method• Timing
• Calendar• Behavior• Preferences• Lead nurturing state
• Frequency • Recency • Preview attraction
• Snipped text• Above the fold• How does it look when
images are off?• A/B testing - Iterate your way there
• Subject line• Call-to-action• Content• Design templates
• Opt-in reminder • “You have received this
message because…”
Coming Soon
© 2009 Marketo, Inc. All rights reserved.
Page 28
Summary
© 2009 Marketo, Inc. All rights reserved.
• Deliverability factors:• Content• Reputation• Email Provider
• To optimize deliverability follow the marketing conversion formula• Send to the right person• Set expectations• Focus on good data• Score engagement
• Always be relevant
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EXAMPLES
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OMS Event – A Great SuccessSuccess Beyond OMS - Social Media
Open: 32% Open: 40%CTO: 50% CTO: 17%
A B
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Testing – 3 Step Process
Determine what variable(s) to testCreate multiple versions of the email (A/B) Monitor and adjust
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My Findings - Opens
Subject line For event follow-ups: Put the event name in the title For invites: Personalized, yet tempting hook (ex: thought
you might be interested in xyz)
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My Findings - Clicks
HTML template with graphics Use clickable email banner, buttons, and hero shots/images
# of links Linking the title or name of the offer works better than “click here”, The offer has to be obvious at first glance; above the fold Highlight the keys of the offer via bullet points, easier to read than a
block of text Doing a event recap blog post is a hot offer, especially after a
tradeshow
Content length 3-4 total paragraphs + bullet points Short content doesn’t always win, make the content compelling and
flow nicely into the call to action
Message style Personal touch beats out generic message (seems obvious): Use of
tokens; “forwarded” messages
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Same Offer ≠ Same Results
August: 20% Open 72% CTO 580 new engaged
September 18% Open 28% CTO < 100 new engaged
Page 37
My Findings – Conversion
Timing is Everything for Conversion Keep your company
name fresh in their heads
You only get one first impression, make it count
Page 38
What to Remember
To optimize deliverability follow the marketing conversion formula: Send the right message To the right person At the right time With the right method (best practices)
Above all else…Stay Relevant!
© 2010 Marketo, Inc. Marketo Proprietary and Confidential
Page 39
Read More..
Page 40
Q & A
Josh [email protected]
Shonal [email protected]
Want to Learn More? Josh and Shonal both blog on the Marketo B2B Marketing Blog
Page 41
Thank You!
© 2010 Marketo, Inc. Marketo Proprietary and Confidential