Deliverability 101 power point slideshare
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The document is a guide on email deliverability covering essential topics such as preventing bounces, managing opt-ins, and maintaining list hygiene. It explains the factors affecting inbox delivery rates, such as user engagement, reputation, and spam filters. Additionally, it outlines the types of bounces and various traps that can hinder successful email delivery.
Deliverability 101 power point slideshare
- 1. Deliverability 101: Back to the Basics
- 2. TWEET! Follow us on Twitter: @WhatCounts Today’s hashtag: #Deliverability101
- 3. Today’s Speaker … Brad Gurley Director of Deliverability, WhatCounts bgurley@whatcounts.com @DeliveryCounts
- 5. Preventing bounces? Opt-in management? Avoiding the spam folder? List hygiene? Engagement?
- 6. Delivered rate % of mail handed off to the intended server Inbox rate % of mail delivered to the inbox Source: Return Path Inbox Placement Benchmark Report 2014
- 7. Why does mail not reach the inbox?
- 8. Invalid user/domain The username or domain does not exist or has been disabled Poor reputation Users have marked messages from your IP address or domain as spam Poor engagement Users aren’t opening or engaging with your messages ‘Spam-like’ content Your content includes elements that are similar to spam messages
- 10. Soft Bounces Transient/temporary • Mailbox full • Server errors • Deferrals Hard Bounces Permanent/invalid • Invalid address • Inactive user account • Rejections
- 11. How do spam filters work?
- 12. Reputation Does your domain or IP address frequently show up in spam messages? Content Is your content similar to other messages marked as spam? Engagement Are users engaging positively or negatively with your messages?
- 13. Blacklists IP address based Blocklists Domain/URL based Flag the mail server sending the message Flag any domain in the message – From address, hyperlinks, etc.
- 14. Where do spam traps come from?
- 15. Pristine traps Recycled traps Typo traps No valid activity ever - No signups - No form submissions Created solely to catch those who scrape addresses from websites, forums, etc. Avoided by acquiring permission Previously a valid address - May have signed up - May have purchased Dormant for an extended period (typically 6-12 months minimum) Designed to identify senders with poor list hygiene Avoided by targeting engaged users and minimizing/cleaning inactive users Mistyped versions of popular domains (yhaoo, gnail, etc) Designed to catch senders who are not validating subscriber addresses Avoided with double/confirmed opt-in
- 16. When should I care about deliverability?
- 17. HOW SOON IS NOW?
- 18. Digital Publication Network client Gmail – 0% inbox Hotmail – 0-50% inbox 15% Open rate increase
- 19. Reach out to us… 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 Call us! 1-404-995-8600 whatcounts.com Twitter: @whatcounts info@whatcounts.com