The Path to the Inbox Part 1
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The document discusses a webinar on email marketing hosted by experts from Infusionsoft, Return Path, and Waldow Social, emphasizing the importance of email marketing's ROI and consumer preferences. It highlights best practices for maintaining a healthy sender reputation and effective email deliverability strategies, including the significance of monitoring inbox rates and feedback loops. Additionally, the document features insights on sender reputation factors and a case study on how Total Beauty warmed up a new IP address for improved inbox placement.
The Path to the Inbox Part 1
- 1. The Path to the Inbox PART I: September 5th, 2012
- 2. Hosted by:
- 3. Today’s Presenters James Thompson, Email Systems Manager at Infusionsoft Tom Sather, Sr. Director of Email Research at Return Path DJ Waldow, Founder & CEO of Waldow Social
- 4. "The only all-in-one sales and marketing built for small business. Infusionsoft helps you get more customers, grow revenue and get more done in the time you have. "
- 5. Return Path Making Email Better on a Global Scale Over a Decade of Email Expertise Leader in Email Sampling of our clients monitoring, deliverability, certification, and anti-phishing solutions 300+ dedicated Email professionals Offices in New York, Denver, San Francisco, London, Paris, Hamburg, Sydn ey, and Sao Paolo Proven Data Infrastructure Over 2 billion inboxes comprise our certification program 26 million IPs scored daily Nearly 300 ESP partners globally Delivering Measurable ROI Over 12 years of shaping and driving the Email ecosystem Serving over 2,000 leading brands across retail/eCommerce, publishing, social media and financial services sectors
- 9. In 2011, email marketing returned $40.56 for every dollar spent. Compare this to: • Search: $22.24 • Internet ads: $19.72 • Mobile: $10.51 • Catalogs: $7.30 Source: Ken Magill & the DMA
- 11. 77% of consumers prefer email over any other channel for permission-based promotional messages.
- 12. How many times have you…?
- 15. #1 Most Important Part of an Email Marketing Campaign Assuming you have a list …. Tweet your answer using #deliverability
- 22. Sender Score Inbox Rate < 50 35% 51 – 60 30% 61 – 70 36% 71 – 80 41% 81 – 90 61% > 91 80% Sender Score Inbox Rate < 50 47% 51 – 60 52% 61 – 70 56% 71 – 80 62 % 81 – 90 80% > 91 90% Sender Score Inbox Rate < 50 26% 51 – 60 30% 61 – 70 32% 71 – 80 39% 81 – 90 62% > 91 81%
- 23. • Mailbox Monitor – Provides detailed information on a per-ISP basis • Inbox, bulk folder or missing email analysis – Great indicator for potential blacklistings and spam folder issues • Campaign Preview – An entire suite of email content and rendering tools • Reputation Monitor • Blacklisting alerts, with helpful links and information
- 24. Use free tools like @ReturnPath’s Sender Score to identify how healthy your sending IP address is #deliverability
- 25. Brand New IP Address (No history, no reputation)
- 26. Warm IP Address (History, reputation)
- 27. What Volume and Frequency Means to Your Reputation 80 70 60 50 high low 40 med zero 30 20 10 0
- 28. Typically takes 30 days (not years) to warm up a new IP Address (Phew)
- 30. 5 Steps… 1. Sign up for all feedback loops 2. Authenticate 3. Segment and email your active subscribers 4. Monitor 5. Get certified
- 31. Warming up Case Study: How Total Beauty Did It http://www.returnpath.net/resources/casestudies/totalbeauty/
- 32. Sending from a “warm” IP address vs. a brand new one ensures better email inbox placement #deliverability
- 33. Your Sender Reputation is Based on 5 Factors: 1.Volume/Frequency 2.Unknown Users 3.Complaints 4.Infrastructure 5.Spam Traps
- 34. Flickr: The Pizza House
- 35. Volume/Frequency Unknown Users Complaints Infrastructure Spam Traps
- 36. YOU control 4 of the 5: 1. Volume/Frequency 2. Unknown Users 3. Complaints 4. Spam Traps
- 37. ESPs control only 1: Infrastructure
- 38. Your Sender Reputation is based on 5 factors: 1.Volume/Frequency 2.Unknown Users 3.Complaints 4.Infrastructure 5.Spam Traps
- 39. Your Sender Reputation is Based on 5 Factors: 1.Volume/Frequency 2.Unknown Users 3.Complaints 4.Infrastructure 5.Spam Traps
- 40. Unknown Users “Bounce error code “An 'unknown user' or 'no generated by an ISP such user' or 'invalid address' is usually a '550 when an email 5.1.1' error message that address is not will appear in your smtp logs registered in its however, not all ISPs use the '5.1.1' extended reply system.” (StrongMail) code, and not all '550' replies refer to unknown users. It is often necessary to review the text accompanying that SMTP reply to be certain of its meaning. (Return Path)
- 41. Unknown Users Tom/James: Any other good screenshots here?
- 42. Unknown Users
- 43. Unknown Users
- 44. Unknown Users – Why it matters. Issues: This client fell victim to an issue with what is called “web-form • Web form scripting abuse scripting”. They had a malicious • Lack of email confirmation individual write a program/script to automat bogus web form • High complaint rates submissions. Couple this with Resolution: the lack of email confirmation and this customer found • Provided IP information to themselves in a very tough prevent against further situation. Not only were they email abuse sending to Unknown Users, they were also sending to legitimate • Implemented a consistent email addresses that had never email confirmation signed up but were submitted (aka, double opt-in) model via this automated scripting for all new recipients method. This triggered entering into the database excessively high complaint rates.
- 45. The end.
- 46. Just kidding. Stay tuned for Part II of this 2-part webinar series on Wednesday, September 19 at 10 AM
- 47. Want to Know More About Return Path? Call: 1-866-362 4577, Website: http://www.returnpath.net/contact/ Email: rpinfo@returnpath.net. #SMRefs | @Infusionsoft
- 48. DJ Waldow WaldowSocial.com @djwaldow waldowsocial.com/email ar.gy/rebelsguide
- 49. Want to Know More About Infusionsoft? Call: 866.800.0004 ext. 1 Demo: Sales Team: www.infusionsoft.com/products/sales-teams Service Provider: www.infusionsoft.com/products/service-providers Online Marketers: www.infusionsoft.com/products/online-marketers
- 50. Questions? Tweet to @Infusionsoft, @returnpath and @djwaldow and include #Deliverability.