Deliverability Rates are Falling - Learn the Reasons Why and How to Prevent It.
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Deliverability rates for email marketing are falling according to benchmarks. The document discusses reasons for declining deliverability such as poor reputation, low quality lists, and lack of engagement. It provides tips for marketers to improve deliverability like understanding basics, building reputation, acquiring quality lists, focusing on engagement, and using seeds and panels to accurately measure rates.
Deliverability Rates are Falling - Learn the Reasons Why and How to Prevent It.
- 1. Deliverability Rates are Falling Learn the Reasons Why and How to Prevent It Tom Sather, Sr. Director, Research, Return Path
- 2. The inbox is the center of most consumers’ digital lives.
- 3. Your inbox knows a lot about you
- 4. Email Marketing is Alive and Well 72% of consumers say that email is their favored communication with companies they do business with Email marketers in 2015 report an average ROI of 222% on their email investment 66% of consumers have made a purchase online as a direct result of an email marketing message
- 5. The Path to the Inbox
- 7. Deliverability de·liver·a·bili·ty n. To bring or transport to the proper place or recipient. distribute: deliver groceries; deliver the mail. 7
- 10. Email Deliverability Defined The ability to deliver email to a subscriber’s inbox. 10
- 11. Monitor Your Inbox Placement Rate, Not Delivered #50EmailTips 11
- 12. Delivered Rate = (Total Sent – Bounces) / Total Sent 12
- 13. Inbox Placement Rate = ((Total Sent – Bounces) – Spam) / Total Sent 13
- 15. Global Inbox Placement Rates Source: 2016 Deliverability Benchmark
- 16. USA Inbox Placement Rates Source: 2016 Deliverability Benchmark
- 17. Canada Inbox Placement Rates Source: 2016 Deliverability Benchmark
- 18. UK Inbox Placement Rates
- 19. Australia Inbox Placement Rates Source: 2016 Deliverability Benchmark
- 20. How Marketers Can Improve Deliverability Understand the basics of deliverability and how to measure Build and improve sending reputation Acquire and maintain quality lists Focus on subscriber engagement
- 21. The Challenge of Measuring Email Deliverability
- 23. Bounce Logs
- 24. Personal Inbox
- 25. Direct Data
- 26. Seeds
- 27. Pros: • Can pre-test campaigns • Accurate, real-time results • View of Inbox, Spam and Missing/Blocked campaigns • 100+ Inbox Coverage • Convenience Cons: • Engagement filtering may not be factored Measuring Deliverability from Seeds
- 28. Subscriber Panel
- 29. Pros: • Larger, more accurate sample size • Subscriber behavior • No set up required Cons: • Only available for Microsoft, Yahoo, Google, and AOL domains • Doesn’t account for blocked or missing campaigns • Cannot pre-test campaigns Measuring Deliverability from a Subscriber Panel
- 30. The Best Way to Measure Deliverability Seeds + Subscriber Panel
- 32. Understand the basics of reputation
- 33. Your Reputation Defines Your Deliverability Complaints Quality of Subscriber File Email Infrastructure Engagement Sending History Message Quality 33
- 35. High Sender Score = High Inbox Placement Rate 35 Source: Return Path 2016 Sender Score Benchmark Report
- 36. Subscriber Complaints Cause Major Reputation Issues
- 37. How Unknown Users Impact Reputation 37
- 38. Spam Trap Reputation Impact 38
- 39. Authenticate Failing authentication can cause deliverability issues #50EmailTips 39
- 40. BAD_CREDIT HTTP_ESCAPED_HOST DATE_IN_PAST_03_06 LOCALPART_IN_SUBJECT FREEMAIL_FORGED_REPLYTO PLING_QUERY FREEMAIL_REPLYTO RCVD_IN_NJABL_RELAY FREEMAIL_REPLYTO_END_DIGIT REMOVE_BEFORE_LINK HTML_FONT_FACE_BAD SUBJ_ILLEGAL_CHARS HTML_FONT_SIZE_HUGE SUBJECT_NEEDS_ENCODING HTML_IMAGE_ONLY_12 T_KHOP_FOREIGN_CLICK HTML_IMAGE_ONLY_28 TRACKER_ID HTML_IMAGE_ONLY_32 URIBL_BLACK Top Spam Filter Reasons: Content vs. Quality 40
- 42. What are your most important list goals? 42 Email List Strategy Survey/Business-to-Consumer Channel Published April 2016 by Return Path in Partnership with Ascend2
- 43. How are list sizes changing? 43 Email List Strategy Survey/Business-to-Consumer Channel Published April 2016 by Return Path in Partnership with Ascend2
- 44. List Quality is Increasing 44 Email List Strategy Survey/Business-to-Consumer Channel Published April 2016 by Return Path in Partnership with Ascend2
- 45. What are the most effective, difficult ways to grow email lists? 45 Email List Strategy Survey/Business-to-Consumer Channel Published April 2016 by Return Path in Partnership with Ascend2
- 46. Issue Frequency Low read rate 26% High subscriber complaints 21% High number of inactive users 19% Sending to spam traps 7% Content fingerprinted as spam 4% 83% 17% 79% 21% Deliverability Tied to List Quality
- 48. Inbox Engagement vs. Email Engagement Inbox Engagement • Regularly logs-in • Reads and sends email • Files email • TIS/TINS Email Engagement • Opens • Clicks • Shares • Purchases
- 50. “This is Not Spam” – Rarely used, But Highly Trusted
- 51. “This is Not Spam” and Deliverability Source: Return Path “This is Not Spam” Report 51
- 52. My email campaign went to spam. Sad!
- 56. Opens Decline as Spam Increases
- 58. Grow a quality list
- 59. Don’t fear higher frequencies
- 60. Keep complaints to a minimum
- 61. Emails and Texts from Hillary 1. Can we grab your number? 2. Want to get texts from Hillary? 3. The official text message list 4. Want to stay in the loop with Team Hillary? Sign up for texts:
- 62. Can we grab your number?
- 63. Lessons Learned from the Candidates 1. Establish a sending history and reputation 2. Be cautious of acquiring or renting email lists 3. Don’t ignore list quality 4. Leverage live events 5. Keep it simple and to the point 6. Earned media can be your best friend and your worst enemy 1. Grow a large, quality list 2. Test, test, test 3. Segment your list 4. Keep negative engagement measures down 5. Optimize for reach and action
- 65. Let’s Connect Tom Sather Senior Director, Research Tom.sather@returnpath.com 303.999.3116 @tom_sather @returnpath https://www.linkedin.com/in/tsather http://blog.returnpath.com