Improve Deliverability: Tactics for Handling Complaints and Boosting Reputation. Sponsored by
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1 Improve Deliverability: Tactics for Handling Complaints and Boosting Reputation Sponsored by
2 Introductions Adam T. Sutton, Senior Reporter MarketingSherpa / MECLABS Primary Tom Sather, Director of Professional Services Return
3 Join the conversation on Twitter #SherpaWebinar
4 Today s Agenda Overview of current trends in deliverability metrics and tactics Outline of how two companies maintain and improve deliverability Key factor affecting sender reputation and how to manage its impact on deliverability How Twitter and True.com improved inbox placement and conversion by focusing on reputation metrics
5 Current Trends in Deliverability
6 How Deliverability Metrics Are Changing Many organizations see improvement. Nearly as many see declines. The net result is a slight improvement overall. A majority of marketers are having more success reaching subscribers. More marketers are having trouble with post-receipt issues, such as placement and engagement.
7 Deliverability Tactics: 3-Dimensional View Removing inactive subscribers is the most popular tactic, with 70% marketers pursuing Establishing a dedicated IP address is reported as the most effective tactic Advanced organizations are twice as likely to use dedicated IP addresses, delivery monitoring solutions, and deliverability consultants.
8 How One Company Does the Work
9 Real Example: Maintaining 100% Delivery Rates Zozi is a deals website that offers discounts on local activities such as kayaking and wine tasting. Well over half of its transactions are generated through , according to Ryan Morris, Director of Content. Delivery is vital
10 Tactic #1: Establish a proactive attitude Test s with a seed list Scan s with a spam filter
11 Tactic #2. Set expectations and meet them "Stepping outside the bounds of what your audience signed up for is an easy way to get a lot of unsubscribes and spam complaints. - Ryan Morris, Director of Content Starts at the homepage
12 Tactic #2. Set expectations and meet them Continues with signup form Visitors are clearly signing up to receive discounts on activities in their area
13 Tactic #2. Set expectations and meet them Reinforced with welcome Subscribers know what to look for in their inboxes
14 Tactic #3. Work with a proven template Fewer surprises from familiar layouts Problems easy to uncover; usually it is something tried differently
15 Tactic #4. Monitor reputation metrics; diagnose problems immediately Metrics Monitored: Spam complaints Bounced s Missing s Spam filter scores Placement rates Seeing numbers shift up makes us just as attentive as seeing them shift down."
16 Tactic #5. Clean list: Remove bounces Two types of bounces: Hard bounces -- these messages have permanently failed to deliver. Could be an invalid address. Soft bounces -- these message have temporarily failed to deliver. Common causes are that a subscriber's inbox is full or the mail server is temporarily down. Addresses removed after five bounces
17 Tactic #5. Clean List: Remove complainers Complaint Department Zozi immediately removes subscribers who mark its s as spam or junk.
18 Tactic #6. Plan to add more safeguards Launch re-engagement campaigns Establish a dedicated IP address Associate with men of good quality if you esteem your own reputation; for it is better to be alone than in bad company. - George Washington Photo: Joye~ on Flickr
19 How Another Company Does the Work
20 Real Example: Finding and fixing bad addresses Lifescript features health and fitness content for women More than 5 million readers who subscribe to six daily newsletters Needed to identify and remove bad addresses
21 Bad Addresses: Role Accounts Addresses maintained by a website or company for specific purpose. Examples include: info@yahoo.com admin@travelsite.com press@blog.com abuse@news.com Used by multiple people Commonly picked up by spammers
22 Bad Addresses: Syntax Errors and Typos Examples: Forgotten letter Misplaced letter Misplaced period Double period Miss symbol donespinoza@verison.net nenosam7@hotmale.com s_cruz59@hotmail.ocm george52@mindsping.com zephirin@earthlin.net "I saw 500 different ways yahoo.com was entered into our address book. - Jack Hogan, CTO & Co-Founder of Lifescript, Inc
23 Bad Addresses: Bogus Addresses Photo: photophonic at Flickr These are people who do not want to subscribe.
24 Bad Addresses: Spam Traps Two ways to find a Spam Trap on your list: Poor sources -- if you purchase lists of addresses from disreputable companies Poisoning -- they can be entered by a malicious competitor or an upset customer
25 Two Years Later: Results More than 26 million addresses checked More than 345,000 invalid addresses caught (1.33% of all checked) Fewer s sent to invalid or malicious addresses
26 Your Reputation Holds the Key to Your Deliverability
27 Complaints are the #1 cause of a poor Reputation
28 High Complaints Low Inbox Placement Low Response
29 How Subscribers Complain About Your
30 Subscriber hits the junk or spam button in their application
31 Subscriber sends a message to the postmaster group at the ISP Subscriber sends a complaint to a filteringg application or blacklist like Cloudmark or Spam Cop
32 The was voted as Junk during a Windows Live Sender Reputation Data poll.
33 Complaint Rate Complaints By Industry
34 Top 5 Reason Subscribers Complain And How to Prevent Them
35 1 This isn t what I expected! Use proper permission and disclosures at sign up
36 Allow subscribers to choose the types of messages they want to receive
37 2 These s don t appeal to me. Only send relevant messages
38 Cater to their preferences then, send customized messages
39 3 I don t know this company. Make sure the from address is recognizable
40 Also, update subscribers if you have to change your own
41 4 I vaguely remember this company? Did I sign up for this ? Why am I getting every single day? Check if your frequency is too high or too low
42 Ask permission before you change frequency
43 5 How do I get off this list? Make it easy to unsubscribe
44 Make sure you re Can-Spam compliant
45 How to Manage Your Complaint Rates
46 Sign Up for Feedback Loops
47 Perform a Complaint Analysis Regularly
48 Always Monitor Your Reputation
49 30% 25% Increased Paid Subscriptions By 40% 20% 15% 10% 12% 23% Performed complaint analysis Reduced sending frequency 5% 0% 5% Open Rates 1.5% Clicks Through Rates Removed inactives from the past 6 months Made unsubscribe link more prominent Before After
50 Sender Score IPR Day 1 Day 30 Increased Inbox Placement Rate by 20% Added a global unsubscribe Signed Up for Feedback Loops Added list-unsubscribe header (used by Window s Live Hotmail) Properly authenticated mail so ISPs could identify their domains
51
52 Questions, Comments Send us your feedback:
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