Anyone who has spent any time trying to get their important email receipts, notifications, or password resets to their users' inboxes knows how daunting it can be to navigate the ISP landscape. What is the best way to authenticate your email for Gmail users? Does Yahoo! care more about IP reputation or domain reputation? Can I expect a different click and open rate for different ISPs?
SendGrid email experts Ryan Harris and Amy Mustoe offer advice on how to comply with ISP expectations and identify trends they are seeing among today's most popular ISPs.
6. Here are some reasons why
• 90% of email is not delivered or filtered
to spam folder
• A simple mistake can live with your
brand/domain forever
• It is hard to fix a bad reputation
• The abuse community is small and bad
sender information is shared
10. Engagement:
Quality vs. Quantity
• More email does not equal more money
• Non engagement affect your
deliverability
• Sending the right message to those
engaged and another to the less
engaged is key
13. What do I do With Engagement
Data?
• Segment your list
- Metrics by ISP
- Open and click rates
• Win-back campaigns
• Identify problems with certain ISPs
• Profile your customers
19. Reputation:
IP vs. Domain
• Reputation tied today mostly to your IP
• The trend is moving from preferring IP reputation to
domain reputation
- Gmail is biggest user of domain reputation to
date and Yahoo, Hotmail and AOL are quickly
moving in this direction
- Making marketing decisions while keeping your
brand in mind will be critical for the future
20. • Domain Reputation - automated
• Blackbox - no humans at the postmaster
desk
• List unsubscribe – no official feedback
loop
• A plus - shares logic for bulked mail
21. • Feedback loops to report complaints
• IP reputation
• Yahoo Bulk Sender Form
• Automated engagement tracking
22. • JMRP (Junk Email reporting program)
• SRD (trusted users) shapes your
reputation
• IP Reputation
• SNDS provides tool to monitor reputation
23. Key Takeaway
• Right Message
• to the
• Right Person
• at the
• Right Time
• with the
• Right Frequency
Notes de l'éditeur
Top ISPsWhat is an ISP? What is an ESP?Here are a few top ISPs.
You might be asking yourself, how am I to know what ISPs want?They are competing with many other ISPs for the best customer experience. Getting wanted mail to the inbox
Why should I care what ISPs want? Its amazing the spam the that ISPs have to deal with every day. About 90% of email sent does not make it to the the intended recipient. The ISPs spend allot of money and manpower ensuring that wanted mail is delivered. Community is small and bad senders are shared. Its much easier to do the right thing first than repair a bad reputation.
How do ISPs measure a senders performance?FilteringAuthentication – DKIM, DMARC, SPF – if you use a reputable ESP they will take of this for you. In general it is signing your email so the recipient ISP can validate you are a legitimate sender. Subscribe to blacklists. Many large ISPs use Spam Haus or other Blacklist to further insure that the sender IP and domain are not known bad senders.
What is Engagement?The most important trend in the industry today
True or False? Sending more mail makes you more money. False.This could be answered as true and it still make sense. It can be deceiving in that sometimes you will send more mail and make more money but there is a limit to where it too much. This can affect your reputation, inboxing and in turn $
Engagement: Quality vs. QuantityMore email <> equal more $Non-engagement kills your deliverabilitySend to only those who want your email – Know your customers – send the right message
OpensClicksReply to
UnsubscribeMass deleteSpam reportsNo engagement
What do I do?List SegmentationWin Back campaigns for unengaged usersSignals for problems with ISPsProfilingTake the time to understand what your users want.
Purchased lists
Auto sign up (pre-checked box)
Inviting – using address booksDo it the right way or stay clear of this tactic altogether
Looking forward – what trends are we seeing?
Domain reputation, Blackbox – no one at the postmaster desk, List unsubscribe (no FBl), A plus – shares logic for bulked mail