Email Deliverability as presented by GetResponse Compliance and Deliverability Team. Learn about the do's and don'ts of email deliverability. Find out how to manage subscribers' expectations and your email list to maintain high sender reputation and good relations with your audience.

1. Email Deliverability Tips
from the Experts

2. Speakers:
Peter Mathea Aleksandra Pabian Irek Rybinski
Director of Anti-Abuse Compliance Communication
Supervisor
Deliverability Manager

3. Aleksandra Pabian
Compliance Communication
Supervisor

4. Do’s and Don’ts
of email list building

5. Where do we start?

6. Build an email list

7. • Ability to stay in touch with your audience
• Way of building a relationship and turning it into loyalty
• Expected high average ROI
Benefits of having an email list

8. Rules of email list building

9. Make a good first impression

10. • Be 100% open about the purpose of the sign-up
• Don’t hide your true intentions or overpromise
• Show the type of content subscribers may expect in the future
Email sign-ups

11. Be clear and build trust

12. What about offline?

13. • Paper forms may be a hassle
to store and scan
• Consider using modern tablet and
iPad apps such as Forms on the Go
Offline sign-ups

14. • Avoid using your own sign-up form to populate the list
- This may lead to your IP address getting blacklisted
• Use: Contacts » Add Contacts instead
• Or all of the other import methods
• Do it regularly
When importing your list

15. Just don’t purchase lists

16. Treat them as you
would want to be treated

17. Irek Rybinski
Deliverability Manager

18. List Management

19. Bounces

20. • Identify the reason of the bounce (should be fairly easy analyzing
the response code):
• If it’s an invalid address remove it straight away
• Mailbox does not exist
• No-answer-from-host
• If it’s a mailbox full give him some time, but don’t keep him forever
Bounces

21. • If it’s reputation based reach out to ISP and ask for
the reason
• If it’s a tech issue (i.e. SPF or DKIM validation fail)
simply fix it
Bounces

22. Unsubscribes

23. • All marketing messages need to have unsubscribe link,
no questions asked!
• Make it visible and easy to use
• Hiding it will only anger your subscribers and they will look
for a way to get back at you
Unsubscribes

24. Reengagement

25. • It only applies to inactive addresses and can/should be done
right before the hygiene process
• Do something that catches their attention (break the pattern)
• Failed reengagement needs to end with removing that email address
from your list
• With last message it’s a good touch to let them know how they can get
back on
Reengagement

26. Inactive Contacts

27. • Do a regular list hygiene operations (3-6 months)
• Remove email addresses that are non-responsive, they probably
got taken over/abandoned or were even made into spam-traps
• This increases your overall engagement rates, which then improves
your reputation and deliverability
Inactive Contacts

28. Reconfirmation

29. • Reconfirmation is not reengagement!
• Should only apply to old lists you lost touch with (did not email for a significant
amount of time)
• Things that need to be present and visible:
• Name of the company/person that owns the list
• When and where (what site, etc.) did the contact originally subscribed on
• What is this mailing list about (what content will he receive)
Reconfirmation

30. • Opt-out approach is not appropriate
• It should be only 1 message
Reconfirmation

31. Suppression lists

32. • Applicable for single campaigns
• Do not use it as a blacklist (leaves too much room for mistakes)
Suppression lists

33. Peter Mathea
Director of Anti-Abuse

34. Managing expectations

35. • What do you mean by “managing expectations”?
• Why should I even bother?
• Where do’s and don’ts derive from?
• So why buying a list is such a bad idea, again?
• FREE BONUS – above may extend to non-marketing emails
Managing expectations

36. • Who is a subscriber in permission-based email marketing
• Subscribers’ happiness factor
• Be honest
• Would I like to receive that email if I were my subscriber?
• You don’t know…? Ask!
“Managing expectations” explained

37. • Sophisticated email filters
• Happy subscribers = happy customer
• People who send your email for you (aka deliverability folks)
care
Why subscribers’ opinions matter

38. Origins

39. • Best practices build on permission principle
• Email filters are supposed to help real people
• Subscriber decides what is wanted and what is not
• Metrics are like shadows in Plato’s cave
Origins

40. How NOT to manage expectations

41. • Buy a list
• Send tons and tons of emails a day
• Ignore unsubscribes
• Don’t care about bounces
• Get yourself blacklisted
How NOT to manage expectations To Do List

42. Take things further

43. • Transactional emails can be a flood as well
• Maybe notifying subscribers about EVERY news on a website is
a bad idea… dunno
• Get your data from outside email stream
Take things further

44. Q&A

45. • blog.getresponse.com
• slideshare.net/GetResponse
• getresponse.tv
For more information visit:

46. Thank you!
Peter Mathea Aleksandra Pabian Irek Rybinski
Director of Anti-Abuse Compliance Communication
Supervisor
Deliverability Manager