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    Emaildeliverability EMC SlidesV2

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    Huy Hoàng Phan
    The document discusses email deliverability and how to improve it. It defines email deliverability, explains why it is important, and provides strategies for optimizing deliverability such as collecting consent, analyzing engagement metrics, and focusing on creating valuable content for recipients.

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    © All Rights Reserved
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    Emaildeliverability EMC SlidesV2

    Uploaded by

    Huy Hoàng Phan
    56 views86 pages
    The document discusses email deliverability and how to improve it. It defines email deliverability, explains why it is important, and provides strategies for optimizing deliverability such as collecting consent, analyzing engagement metrics, and focusing on creating valuable content for recipients.

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    The document discusses email deliverability and how to improve it. It defines email deliverability, explains why it is important, and provides strategies for optimizing deliverability such as collecting consent, analyzing engagement metrics, and focusing on creating valuable content for recipients.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    56 views86 pages

    Emaildeliverability EMC SlidesV2

    Uploaded by

    Huy Hoàng Phan
    The document discusses email deliverability and how to improve it. It defines email deliverability, explains why it is important, and provides strategies for optimizing deliverability such as collecting consent, analyzing engagement metrics, and focusing on creating valuable content for recipients.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 86

    Understanding

    Email Deliverability
    Why is email
    deliverability
    important?
    Email Deliverability
    The measurement and understanding of how
    successful a sender is at getting their marketing email
    into people’s inboxes
    This way, your email deliverability
    can be your guide to continuing
    to grow your business through your
    email marketing.
    INBOX
    INBOX

    OPEN
    INBOX

    OPEN

    CLICK
    INBOX

    OPEN

    CLICK
    TRUST
    But what will happen if
    I don’t focus on
    email deliverability?
    Past performance does
    influence future results.
    .
    Graymail
    Email you technically opted into receive but don't
    really want
    It's not considered spam
    because you signed up for it,
    but you're still not likely to
    engage with it.
    How can you take
    control of your email
    deliverability strategy
    for your business?
    2 key parts of email deliverability:

    1. What you do before you hit “send”

    2. What you do after you hit “send”


    2 key parts of email deliverability:

    1. What you do before you hit “send”

    2. What you do after you hit “send”


    What you can do before you hit “send”:

    • Collect consent.
    • Create contact lists.
    • Analyze engagement.
    What you can do before you hit “send”:

    • Collect consent.
    • Create contact lists.
    • Analyze engagement.
    Consent
    Verifiable permission—you have consent from the person
    you’re emailing to send them email. The user took an
    action to grant consent to you and your business.
    Building the trust you need to
    create lasting relationships
    with your contacts
    For example, if you bought a list or enriched one to obtain
    new email addresses,
    you do not have permission to send to them.
    Consent must be given
    freely by the contact to
    your business.
    What you can do before you hit “send”:

    • Collect consent.
    • Create contact lists.
    • Analyze engagement.
    SOURCES
    SOURCES PERMISSIONS
    SOURCES PERMISSIONS EXPECTATIONS
    SOURCES
    Take a close look at how folks got onto that list.
    SOURCES PERMISSIONS
    You’re asking
    for permission,
    not assuming it.
    Under the General Data Protection Regulation,
    this permission and consent is the key to being compliant
    but also to develop trust that will earn you the right
    to process and communicate people's information.
    Source: ZDNet
    Think about how and where you
    ask for permission:

    • Where can someone tell you that they want to


    receive your emails?

    • Where can they decide on the type of emails they


    wish to receive?

    • Where are you giving them those options?


    How you’re asking and logging
    permission will
    be your fuel to
    continually building trust.

    SOURCE: GETTY
    Guess where you're all
    grouped together:
    Guess where you're all
    grouped together:
    the junk folder.
    HubSpot: Acceptable Use Policy
    Don’t throw away the trust
    you’re building
    chasing after easy
    customers—they don’t exist.
    Would you feel confident
    explaining how they provided
    consent to your company?
    SOURCES PERMISSIONS EXPECTATIONS
    Do the people on your list
    expect you to email them?
    Hold yourself and your emails
    to a higher standard.
    Expectations are an important
    lens to look at your contacts list.
    Focus on the type of content
    you’re sending—content your
    contacts expect and
    will find valuable.
    Win back the inbox.
    PROBLEM WITH SPAM
    LEAD TO A
    PROBLEM WITH SPAM
    POSITIVE OUTCOME
    Multi-step process to change the
    way they send email:
    Multi-step process to change the
    way they send email:

    • Focus on the segments they were sending to.


    Multi-step process to change the
    way they send email:

    • Focus on the segments they were sending to.


    • Stop sending to those no longer interested.
    Multi-step process to change the
    way they send email:

    • Focus on the segments they were sending to.


    • Stop sending to those no longer interested.
    • Alter the language in the content.
    Multi-step process to change the
    way they send email:

    • Focus on the segments they were sending to.


    • Stop sending to those no longer interested.
    • Alter the language in the content.
    • Clean and improve email sending lists.
    Multi-step process to change the
    way they send email:

    • Focus on the segments they were sending to.


    • Stop sending to those no longer interested.
    • Alter the language in the content.
    • Clean and improve email sending lists.
    • Shift to user-focused content.
    Multi-step process to change the
    way they send email:

    • Focus on the segments they were sending to.


    • Stop sending to those no longer interested.
    • Alter the language in the content.
    • Clean and improve email sending lists.
    • Shift to user-focused content.
    • Educate internally.
    “The goal is to build trust with customers and
    provide them with useful information they couldn’t
    get anywhere else. The development of highly
    personalized nurture campaigns will help you serve
    up helpful, relevant content based on where the
    customer is in their personal journey.”

    NATERA
    SOURCES PERMISSIONS EXPECTATIONS
    What you can do before you hit “send”:

    • Collect consent.
    • Create contact lists.
    • Analyze engagement.
    Trust is fundamental
    to any relationship—
    and your company’s
    relationship with your
    contacts is no different.
    When viewing the
    post-send metrics,
    you’ll see the
    engagement.
    What you can do before you hit “send”:

    • Collect consent.
    • Create contact lists.
    • Analyze engagement.
    2 key parts of email deliverability:

    1. What you do before you hit “send”

    2. What you do after you hit “send”


    POSITIVE
    ENGAGEMENT
    POSITIVE NEGATIVE
    ENGAGEMENT ENGAGEMENT
    Positive engagement:
    You know how your email
    connected and continued to
    build relationships with people
    +
    This is an example of sending to a list of people with a source
    that was verifiable—you had permission to send to them and
    above all, the expectation to receive.
    Paying attention to the trends
    you’re seeing here will tell you
    how well you’re engaging
    with people and what you can
    keep doing to engage with them.

    Source: PEXELS
    Negative engagement:
    You’ll learn the most about your
    contacts and what you can do
    to improve your email
    deliverability moving forward.
    −
    What they have in common:

    • Source
    • Opt-in status
    • Aligning around expectations
    The goal of applying the
    framework is to identify which part
    of your strategy to prioritize based
    on where you’re seeing a trend.
    The first step is looking at the
    whole group of contacts that you
    send the email to and defining the
    origin of these contacts.
    3 levels of opt-in:

    1. Opt-in
    2. Opt-out
    3. Neutral
    3 levels of opt-in:

    1. Opt-in
    2. Opt-out
    3. Neutral
    3 levels of opt-in:

    1. Opt-in
    2. Opt-out
    3. Neutral
    3 levels of opt-in:

    1. Opt-in
    2. Opt-out
    3. Neutral
    By confirming the list you sent to, you can answer these types
    of questions. This will give you a better idea of
    what occurred on the email.
    Sending what they expect
    to receive is where your
    relationship with them will
    really grow.
    The common threads will help you
    understand the areas you need to
    focus on moving forward.
    What does email
    deliverability look like
    in practice?
    What are the steps you can take
    to have the best email deliverability
    strategy and see the best results?

    SOURCE: PEXELS
    These are the six key
    components for how email
    deliverability could look in
    your business.
    6 key components of
    email deliverability:
    6 key components of
    email deliverability:

    1. Having verifiable permission


    6 key components of
    email deliverability:

    1. Having verifiable permission

    2. Using double-opt in
    6 key components of
    email deliverability:

    1. Having verifiable permission

    2. Using double-opt in

    3. Monitoring hard bounce


    6 key components of
    email deliverability:

    1. Having verifiable permission

    2. Using double-opt in

    3. Monitoring hard bounce

    4. Conducting re-engagement campaigns


    6 key components of
    email deliverability:

    1. Having verifiable permission

    2. Using double-opt in

    3. Monitoring hard bounce

    4. Conducting re-engagement campaigns

    5. Defining a cut-off point


    6 key components of
    email deliverability:

    1. Having verifiable permission

    2. Using double-opt in

    3. Monitoring hard bounce

    4. Conducting re-engagement campaigns

    5. Defining a cut-off point

    6. Enabling resubscription
    Thank you

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