Dyn Webinar: Intro To Email Delivery & Deliverability
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Transcript of Dyn Webinar: Intro To Email Delivery & Deliverability
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Intro To Email Delivery
Maintaining An Email Marke5ng Program
Steve Wheeler
Director of Deliverability, Dyn @InboxExpert
Mike Veilleux Director of Email, Dyn
@MikeVeilleux
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Introduc5on
• Welcome and Introduc5on
• Email Components & Terminology
• Why Deliverability MaGers
• Maintaining an Email Marke5ng Program
• Introduc5on to DynECT Email Delivery
• Q&A
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Email Components & Terminology
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Email Lists
• Single Opt In “Subscribe” • Double Opt In “Subscribe and Verify” • 3rd Party Opt In “Subscribed elsewhere” • Rented / Bought “Who knows…”
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Email Types
• Transac5onal – Password Resets – Welcome and Ac5va5on – Triggered Emails
• Bulk – Daily Deals – NewsleGers – Product Releases
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Email Result
• Open • Click • Unsubscribes • Complaint
– Recipient has reported email as spam to ISP
• Bounce – Hard Should not retry – SoV Retries are acceptable
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Email Components
• List Management – Subscribed user database – List segmenta5on
• Content Crea5on – Email encoding
• Email Delivery – External -‐ Email Service Providers – Internal -‐ Mail Transfer Agent
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Why Deliverability MaGers
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Why deliverability maGers
• Only 84% of permission based mail makes it to a user’s inbox – Return Path
• About 12% of that being lost all together – Return Path • For each delivered email message, four are blocked for spam -‐ Yahoo
• This gives a rela5ve size of 4x volume of spam to permission based mail
• Marketers responsible for 70% of “spam complaints” – Return Path
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Evolu5on of Email
Email born in 1971 by ARPANET
First spam message in
1978
First large volume SPAM in 1994
Content filtering is born in 1997
People get crea5ve… Viagra -‐> VI@GR@
Reputa5on monitoring is born
References: templetons.com/brad/spamterm.html en.wikipedia.org/wiki/SpamAssassin
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Email Marke5ng Management
Email Marke5ng
Managing Customer
Engagement
Infrastructure
Tes5ng
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Managing Customer Engagement
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Managing Customer Engagement
• Why? – Reputa5on is king – Engagement is key
• How? – Holis5c Approach “Your x-ray showed a broken rib, but we
fixed it with Photoshop.”
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Gehng on your list
• Opt in method Challenge – Double Opt In Not enough signups – Single Opt In High bounces, complaints – 3rd Party Complaints – Customer Complaints
• Example Sugges5ons – Examples at signup Lower Complaints – Address signup Accuracy of Email Address – Prime Real Estate Amount of signups
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Cadence
• Customer Expecta5on
• List Fa5gue
• Preference Centers
0
500
1000
1500
2000
2500
Daily Complaints
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Tailoring Content
• Ini5al Reac5on – Subject lines are relevant – Mobile Formats – Alt Text / Pre Tags
• Ensure Content Accuracy – List Segmenta5on
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Gehng off your list
• Simple Unsubscribes – One click – Top of email – Re-‐join incen5ves – great!
• Complaints – Make sure to remove from email list – More than approx. 0.02%? Look upstream!
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Manage Customer Engagement
Reputa5on
Gehng on your List
Tailor Content
Manage gehng off your list
Infrastructure
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Infrastructure
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Infrastructure Planorm • What do you need? Primary Source
– List Management Web development team Marke5ng
– Email Content Web development team Marke5ng
– Email Deployment Outsourced Internal
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Infrastructure Types
• Email Campaign Mgt. Bulk • Mail Transfer Agent Bulk, Transac5onal • Internal vs. External
– Open Source – Paid Solu5ons – Cloud based
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Infrastructure Details
• IP Management – Segmenta5on via IPs – IP Pools
• Monitoring – IP address forward / reverse DNS setups – IP, URL and Domain blacklists
• Feedback Loops – Ensure user complaints are heard
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Tes5ng
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A/B Tes5ng
• Purpose: Op5mize customer conversions
• 2 or more varia5ons of a single element – Subject Lines Open Rates
– Content Click Rates
– List Segments Both
• Compare results for future improvement
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Seed Account Tes5ng
• ISPs don’t report inbox placement
• Sample mail to personal email accounts at various ISPs
• Report results
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DynECT Email Delivery
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DynECT Email Delivery
Send • Highly Available • SMTP • API
Repor3ng • Rest API • Web UI • Postback API
Deliverability Protec3on • Bounce Reclassifica5on • Complaints • Suppression List
Engagement Tracking • Open • Click • Unsubscribes
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Thanks for listening!
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Now it’s 3me for Q&A