This document discusses tips for improving email deliverability. It notes that deliverability is important for marketing campaign success and has long-lasting effects. It identifies key factors like content filtering, subscriber engagement, and sender reputation. Content filtering involves avoiding non-pdf attachments, maintaining a high text-to-image ratio, and carefully crafting subject lines. Subscriber engagement is important as ISPs look at how subscribers interact with messages to determine inbox placement. Sender reputation, or trustworthiness, is also a factor and can be improved by avoiding shared lists, keeping data current, and mastering targeted messaging. Testing and feedback loops can help monitor and improve performance over time.

1. Signed, Sealed, Blocked?Tips for Improving Email Deliverability Moderator: Jeanette Arrighi, MBA – Informz Guest: Greg Robinson – Informz Twitter: #Informz

3. Why is Deliverability Important? Nobody can read an email they never received First step to the success of your marketing campaign It has long-lasting effects

4. Introductions Greg Robinson Deliverability Manager Informz

5. Factors in Deliverability Content Filtering Subscriber Engagement Sender Reputation

6. Content Filtering Avoid non-pdf attachments Maintain a high text-to-image ratio Be careful in crafting the subject line Analyze spam you receive – do the opposite TEST!

7. Testing Consider how your email looks

8. Subscriber Engagement The “last on top” rule is no more when sending to various ISPs Subscribers have more control over the inbox experience and incoming mail placement ISPs look at subscriber interaction in determining placement of new messages

9. Inbox Control Hotmail solicited user input when redesigning their inbox functionality Behavioral metrics factor into whether an email is “inbox worthy” or not Analyzed behavior includes whether or not messages are read, deleted and/or replied to

10. Inbox Control Gmail’s “priority Inbox” allows users to sort messages into various categories If your message is tagged “Unimportant”, your sender reputation may be affected. Opens and clicks also factor in to engagement analysis for future placement by Gmail

11. Engaging Subscribers Allow subscribers to set their preferences for mail

12. Engaging Subscribers Ask subscribers to add you to their address book

13. Engaging Subscribers Monitor subscriber engagement (or lack there of)

14. What is Sender Reputation? Sender Reputation = Trustworthiness

15. What is our Sender Reputation? www.reputationauthority.org

16. What is our Sender Reputation? Text

17. Improve Your Reputation Avoid shared or purchased lists Remove old and inactive addresses to keep data current Confirm opt-ins via email to reduce submission of invalid addresses

19. Feedback Loop FBLs allow ISPs to forward spam complaints to a provided email address, so the recipient can be unsubscribed. Should be a fraction of a percent, aim for <0.1%.

20. Achieving Whitelisting Request that the domain’s email admin Whitelist your sending IP address. Mail from whitelisted senders can often skip over some spam filters and go to the inbox.

21. What else can we do? Consider Sender Authentication, such as DKIM and Sender-ID Sender Authentication helps verify who an email is actually coming from

22. Recap Content still matters Engagement leads improved sender reputation Be pro-active in monitoring reputation Become an authenticated sender

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