If it seems like achieving good inbox deliverability is a moving target, you're right. But just because the criteria for determining whether your email goes to the inbox or the junk folder is always changing, that doesn't mean you must sit idly by. Making sure your customers get your email messages requires active monitoring, trend-spotting, and optimization. In this session, you'll learn about the current state of email delivery, best practices to follow, dangers to avoid, and what lies ahead in the rapidly changing world of email deliverability.

1. Email Inbox Deliverability Trends Kathleen Waldvogel, VP, Client
Globalocity 2012 Services, BlueHornet Networks

2. Can anyone tell me the definition of „graymail‟?

4. Session Objectives
> Increase engagement to improve deliverability
> What‟s changed?
> How should you collect subscribers?
> What gets you in trouble?
> What‟s getting to the inbox?
> Does good data go bad?

5. What‟s changed?
– More email marked as Spam
– Stricter oversight
> Spamhaus
> MAPS
– ISP-level filters

6. How should you collect subscribers?
Good Address Collection Methods Bad Address Collection Methods
> Double Opt-In > Point-of-Sale
> Webpage Sign-Up > Purchased Lists
‒ Preference Center > Promotions
> Social Media > Social Media

7. What can get you in trouble?
> Good email address: bill.subscriber@yahoo.com
> Bad email address: lrx11tg32@spamex.com
> A good way to identify a bad list is simply to look at it
> 3rd party List scrubbing services

8. Sign Up Page/Process
> Be transparent
> Customize content
> Offer delivery options
> Send a welcome
message

9. Sign Up Page/Process
> Be transparent
> Customize content
> Offer delivery options
> Send a welcome
message

10. DOI – When Less is More
> Increase in unique opens

11. DOI – When Less is More
> Increase in unique opens
> More opens = more clicks

12. DOI – When Less is More
> Increase in unique opens
> More opens = more clicks
> ISP reputation

13. DOI – When Less is More
> Increase in unique opens
> More opens = more clicks
> ISP reputation
> Lower rate = less risk
> They really like you!

14. What‟s getting to the inbox?
> Reputable senders
> The “right” stuff
> Active vs. Inactive subscribers

15. Does good data go bad?

16. Case Study: iHire Restores Gmail Deliverability to 100%
> Challenge
– Recurring/consistent bulking at
Gmail
– 2nd highest number of orders
– No visibility into feedback loops
> Need
– Prove iHire emails should be
delivered
– Busy season approaching

17. Case Study: iHire Restores Gmail Deliverability to 100%
> Solution
– Stop mailing inactive Gmail
subscribers
– Monitor inbox delivery
– Slowly “loosen the reigns”
> Results
– 100% Gmail inbox delivery!!

18. Recap
> Reaching the inbox has gotten harder
> Organic sources = healthier lists
> Engagement keeps subscribers active
> Without it, shelf life is about 6-9 months
> A good plan can restore inbox delivery

19. Resources
> For more information on these topics:
‒ CAN-SPAM site:
> http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-
business
‒ Return Path In the Know Blog:
> http://www.returnpath.net/blog/intheknow/
‒ DKIM setup:
> www.dkim.org
‒ SPF checking tool:
> http://www.kitterman.com/spf/validate.html
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