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Green Eggs & Spam
- 1. Green Eggs and Spam Breakfast February 16, 2017 Jen Buehring & Kristina Ek
- 2. 18 Years of Experience (Founded in 1999) • 400+ dedicated professionals • 12 offices in 7 countries worldwide About Return Path Proven Data Infrastructure • Over 2.5 billion Certification inboxes • Scoring 26 million IP addresses daily • Nearly 300 global partners • Processing millions of transactions per day • We can see more email data than any other company in the world Over 3000 Email Optimization Customers • Industries include: • Retail • Technology • Finance • Entertainment • And more
- 3. Collecting All The Data Provider Data Streams Consumer Data Streams Inbox Contactually Molto ParibusGetAirHelpMessage Finder UnsubscriberOrganizer
- 4. Return Path Solutions Powered by the Return Path Data Cloud • Unique view of email ecosystem so clients and partners can make better business decisions. • Inputs from 300+ providers representing 2.5 billion email accounts. • In-depth behavioral insights from the inboxes of more than 2 million individual consumers.
- 5. Your Inbox Knows All About You
- 6. We have unprecedented visibility into the inbox CONSUMERS & DEVELOPERS and 3M+ Consumers eCommerce receipts from over 5,000 Retailers Data Examples: Message arrived, message read, message deleted, subject line, creative, purchase receipts, travel notifications PROVIDERS Data Examples: Mail logs, spam traps, complaints, deliverability stats, IP authentication, SPF/DKIM/DMARC records 300+ Providers 2.5B Inboxes with
- 7. Return Path Inbox Placement Rate IP Reputation Metrics Engagement & Read % Subject line metrics Competitive Intelligence Email Client data Delivery Rate Bounce Rates Opens, Clicks, Unsubscribes & Complaints SMTP Codes & Bounce Reasons Subscriber Email Activity Data Email Reporting – Return Path vs. ESP ESP
- 8. Email is Still the Most Effective Channel… …but only if your email is getting into the inbox! Email Searc h Social Email Social Paid Search Statista DMA’s Annual Response Rate Report Ecommerce Conversion Rates Median ROI 3.31% 2.27% 1.08% 22% 16% 8%
- 10. Measure More than Delivered Monitor your Inbox Placement Rate Globally 12% of promotional emails are delivered to the spam folder Monitor your Read Rate Average Read Rate is 14% Monitor your Complaint Rate Average Complaint Rate is .18% Industry prefers around .10% Monitor your “Deleted Without Reading” Rate Average Deleted without reading” Rate is 9% 10
- 11. 11 I do not like it, Sam-I-am I do not like your email, Sam-I-am
- 13. Maintain Subscriber Quality Select Data Sources Carefully o Quarantine New Data o Provide Easy Update Options o Consider Double Opt-In o Select Data Sources Carefully o Email Your List Regularly o Monitor Subscriber Activity o Run Basic List Hygiene Services 13
- 15. Reduce Spam Complaints o Welcome the Subscriber o Positively reinforce the new relationship o Adjust Frequency o Don’t default to all email / all the time o Set expectation on how much mail user will receive and allow them to adjust o Sign up for Feedback Loops o Removes complainers o Identify problematic campaigns & acquisition 15
- 17. Subject Line Best Practices o Check the Length of your Subject Lines o The most common length is 41 – 50 characters. o Subject lines 61 – 70 characters have the highest open rate. o What Keywords increase read rate and what don’t? o Subject Lines that create a sense of urgency o Subject Lines that demonstrate benefit o Test, Test, Test! 17
- 19. Content is Key o Test Email Rendering Before Deployment Know what devices users are reading your email on and test o Verify HTML Before Every Send 70% of people will delete an email if it doesn’t render well Focus on fixing HTML issues for the email clients and MBPs important to you o Test Content Against Spam Filters Prioritize based on your list Verify if spam filter issue is due to links in email or content 19
- 21. Know your Reputation o Sign up for Google Postmaster Tools o Sign up for Microsoft Smart Network Data Services o Sign up for AOL whitelisting o What is your SenderScore 21
- 23. Get to Know the most Important Blacklists • Spamhaus • Spamcop • URIBL 23
- 24. 24 Questions?