1. Email RX
The Email Recipient Experience
Andy Thorpe
Deliverability & Compliance Manager

2. Stay Legal
Must be clearly identified
Inc. Full company reg & contact details in footer
Data Protection: Must have permission
To possess the data & to send to the data

3. Stay sending
List Purchase / Scraping / Harvesting / Appending = Danger
• Recipients hate it and subsequently their ISPs do not
like it
• Mostly reactive
• Spam Traps
• Spam Haus
Prove every address was supplied by the owner!

4. Email-RX
ISPs control your Inbox Placement
using your Reputation
Your Reputation, is mainly based on
the (re)actions of your Recipients
The Recipient Experience
Decides your Deliverability
Reputation = deliverability credit rating
1 in 4 legitimate Emails in the UK
emails never • 86% inbox
reaches the • 6.1% spam
intended inbox • 7.82% vanish
Return Path: 2011

5. ISP Reputation
Bad Good
• Hard bounces • Opens over time
• Marked as spam • Always show images
• B2C: Hotmail, Yahoo Gmail… • Clicks
• B2B: Google Apps, Message
• Safe list / Address book
Labs & more.
• Junk Folder • Replies (Address book)
• Re-email marked as spam • Not junk
• Spam traps (old) • Forward
• Too many, too fast
47% of subscribers
use "spam" button
to unsubscribe!
Return Path 2011

6. Email sign off - how do you sign off

7. Inbox and preview pane
How to make junk and alienate people
Gmail Inbox:
Hotmail Outlook
Can’t see this email properly? Click here Can’t see this email properly? Click here
X right click here to download pictures. To help
protect your privacy, Outlook prevented automatic
download of this picture from the Internet.

8. Inbox snippet preview
• First line of text
• Compliment and
elaborate Subject
• CTA - get the click
through!
Email opens on mobile devices
increased by 34% Q3-2011

9. Get the images loaded
If you haven’t already please load the images
or view in a browser
When you load the images, please choose to
“always show the images” or view this in a browser

10. Triangle of conversion
1. Converted by the subject line
2. Converted by the header / preview pane
3. Converted by the elaboration
+ Have a back-up CTA or three!

11. What the eyes do F-Layout

12. Welcome emails
The first email you send them
• Ask for address book & safe list
• Tell them what to expect
• DWYSYWWYSYWDI
Do what you said you would
When you said you would do it

13. List fatigue - Say less, send more...
• Weekly 6 bits > Daily 1 bit / bi-daily
• Monthly > Weekly
• Allow opt-down

14. Engagement & relevance
Re-target engagement
 Follow-up non-opens, open, clicks
 Not purchased, Abandoned Cart
 Enterprise Reporting
 CFL
“Make the CTA achievable
to the recipient rapport”