A New Era of Email Deliverability: Tools of 250ok
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Up to 85 percent of incoming email is considered abusive. Mailbox providers often apply aggressive measures to deter spam and protect customers. As a result, marketers need sophisticated tools to understand when emails deliver to the Inbox or Spam folder and why. With the enhanced partner integration between 250ok and Marketo, get the proactive insights you need to manage sender reputation, optimize deliverability, and improve email-driven ROI. This presentation will show: - Email Informant delivers better emails with comprehensive analytics, device and browser tracking - Reputation PowerPack offers granularity with automated SNDS, and spam trap reporting - More features of the Email Deliverability PowerPack boost ROI
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A New Era of Email Deliverability: Tools of 250ok
- 1. Ensuring Your Email Hits the Inbox With Email Deliverability Carmi López-Jones Senior Deliverability Consultant, Marketo August 2016 Tim Moore VP Customer Solutions, 250ok
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 The value of Email Deliverability • Detect, monitor and prevent deliverability issues before they arise • Evaluate your creative content against spam filters and optimize your HTML before you hit send • Know if your mail is delivering to the Inbox or Spam folder • Protect your brand by monitoring DMARC compliance
- 3. Email Deliverability Power Pack
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Detect, monitor and prevent issues before they arise • Analyze your images, links, and check for SPAM traps before sending • Confirm emails were delivered to inbox, SPAM boxes, or are missing • Build custom reports that provide a contextual and accurate picture of your email performance • Utilize design reports for images and link analysis and spam filter checking • Analyze inbox placement by campaign, region, by ISP and by date range • Leverage the benchmarking dashboard to calibrate the average inbox, spam, and missing delivery rates • Customize your dashboard to provide immediate line of sight
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Challenge As new devices and applications are constantly introduced, it’s increasingly difficult to ensure consistent design and user experience across your campaigns. Solution Stay ahead of the ever-changing email landscape, evaluate your creative content against spam filters and optimize your HTML before you hit send. How? With Design Informant!
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 How does Design Informant help? • Rendering Previews • Spam filter diagnostics • Image and Link Validation 1 2 3 • HTML Optimization4
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 How does Design Informant help? • Rendering view for more than 30 email clients across multiple devices, operating systems and web browsers • Test on the most popular spam filters in the market • Actionable feedback to identify broken images/links, large file sizes and HTML coding issues
- 10. Inbox Informant
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Challenge Delivery rates are positive, but reports of spam delivery or low engagement rates are making troubleshooting challenging Solution Added line of sight by monitoring your Email program for delivery to the Inbox or Spam folder or if it’s gone missing
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 How does Inbox Informant help? • Enhanced Inbox placement visibility • Tailored to your mail stream • Diagnostic Guidance to troubleshoot likely drivers 1 2 3
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Enhanced Inbox Visibility • Industry-leading seed footprint • Comprehensive spam filter coverage & ISP diagnostics • Significant B2B coverage
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Tailored to Your Mail stream • Upload list segment to determine true email list composition • Intelligent, weighted seeding to personalize testing to mail stream • Provides added accuracy and clarity to deliverability troubleshooting
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Diagnostic Guidance • Likely contributors to delivery failures • SpamAssassin Scoring • Reputational Guidance • Blacklistings • Cloudmark fingerprinting • Broken Links/Images • Authentication failures • Time Trending by Region and ISP
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Challenge Protecting your brand from phishing and spoofing and managing your reputation seems confusing and complicated. Solution Gain unprecedented visibility into email- based abuse like phishing and spoofing. Track your performance against a spam trap network of over 35 million domains (and growing) to identify questionable sending behavior that damages your reputation. Get real time notifications when a blacklisting occurs so you can start working to resolve immediately
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 How does Reputation Informant help? • Comprehensive Reputation reporting in a single interface • Real Time Blacklist reporting • Granular DMARC reporting 1 2 3 • Microsoft Smart Network Data Services (SNDS) and Signal Spam integration4 • Extensive Spam Trap network with granular reporting5 • Actionable Results6
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Comprehensive Reputation Data • Expansive spam trap footprint • Multiple data fields facilitate action rather than unnecessary noise • Versatile use cases focused on actionable results
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Comprehensive Reputation Reporting • Multiple data sources displayed in a single interface • Monitor your Sender Reputation from multiple angles
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Real Time Blacklist Reporting/Alerting Proactive Alerting when your IP or domain is added to a blacklist
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Complimented by Easily Adopted DMARC Data • DMARC deployment solution • Providing valuable multi-use and multi-domain data • Unmatched level of reporting granularity and forensic data • Protects your brands • Positive contribution to the email ecosystem by driving adoption
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Actionable Results • Designed with top-down approach to present data in an easy to understand manner • Tune out noise and focus on the results • Personalize your experience to monitor what matters • Value lies within the combination of all features
- 24. Email Informant
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Challenge Tracking email engagement is limited to clicks/opens without additional insight Solution With real-time analytics, you gain visibility into who your customers are, where they’re located, what devices they’re using, how long they’re reading your messages, and more
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 How does Email Informant help? • Opens and engagement by platform, device, and mail client • Time spent reading is captured, filterable by device and platform • Geo-location analysis provided
- 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Engagement Breakdown • Opens by platform, device and mail client • Geo-location analysis included
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Engagement Breakdown • Track your subscribers time spent reading by email client and by platform
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Recipient Centric View • Real-world application of results • Leverage data to shape email contact strategy
- 30. Questions?
Hinweis der Redaktion
- As a marketer, you know that Email delivers significant value to the marketing mix. In fact the DMA’s National Client Email Report found that email has an average ROI of $38 for each dollar spent. That’s up for the 2500% reported in 2013. The challenge to senders then is how to secure that investment and reap the reward. There are many factors that weigh in to the filtering decisions of mailbox providers and its complicated for marketers to translate those requirements into effective marketing strategies. Further, its confusing that 98 or 99% delivered rate may equate to lack luster opens, clicks or response.
- Today we’ll review Marketo’s Deliverability Power Pack, Reputation Power Pack and Email Informant tools brought to you through our partnership with 250ok. Let’s start with the Deliverability Power Pack.
- The toolsuite provides a comprehensive view into your sender reputation, your inbox placement results, creative design and engagement. Let’s start with Design Informant.
- Email is a constantly evolving medium, and as new devices…. The Design Informant solution will allow you to stay
- Design informant is used to validate your email creative before you hit send.
- The tool provides renderings view for more than 30 email clients across multiple devices (including mobile), operating systems and web browsers Test on the most popular spam filters in the market including google apps, office 365, proofpoint, Symantec, SpamAssassin, Outlook and more Actionable feedback to identify broken images/links, large file sizes and HTML coding issues
- Now that we’ve validated our creative, we move to deployment. Lets review Inbox Informant.
- Let’s break that down
- Inbox Informant measures inbox and spam delivery based on seed or test account deliveries. The seedlist represents the most popular email clients for both B2B and B2C audiences.
- You can also easily upload your subscriber file to determine the file distribution by provider and weight your inbox placement statistics accordingly. It provides laser focused line of sight into the problem spots and provides clarity to guide troubleshooting and prioritization.
- Now that we know WHAT our inbox placement results are, we need to know WHY. The Diagnostic guidance provided will help identify likely drivers of failures including: reputational issues like Blacklists and Cloudmark spammy fingerprints, broken links and images and SpamAssassin spam filter scores, which can have a significant impact on B2B marketers in particular. Also, the time trending will help to identify patterns by region or ISP. This helps us easily pin point the timeline in which changes to the email program may be impacting delivery success. The diagnostic tool will help surface some key reputational symptoms to focus on and the NEWLY released Reputation Power Pack will provide ample insight to pinpoint the root cause. I’ll hand the reigns over to Tim now so he can demo our newest tools in partnership with 250ok, the Reputation Power Pack and Email Informant.
- With that, we are excited to announce our newest integration, the Reputation Power Pack. Take it away, Tim.
- Track your subscribers time spent reading by email client, by platform and by email client.
- Open/engagement by platform, device and mail client Geo-location analysis included