1. Partner Logo Here
How to maximize email deliverability
for greater campaign success
Hosted by:
Partner Name | @Twitter Handle
Partner Email | Partner Phone

2. Partner Logo Here
Your email delivery results improve
when you send only email that is
wanted and expected, and purge
old, inactive contacts.

3. Partner Logo Here
Best practices for list management
• Mail to people who want and expect your email. Contacts who opt in are
your best prospects
• Confirm or double-confirm subscribers who opt in
• Encourage recipients to add you to their address books; make it easy for
them to do so
• Have a clear privacy policy for subscribers
• Develop online forms that encourage people to indicate their interests;
use this data to create targeted subscription lists
• Make it easy and obvious for contacts to opt out (beyond CAN-SPAM
requirements)
• Honor “unsubscribe” requests immediately
• Determine an optimal mailing time and frequency, and stick to it, for
consistency

4. Partner Logo Here
Best practices for list cleaning and
maintenance
•Clean your lists on a regular basis
•Understand the engagement cycles of your sales process
•Identify the point where recipient engagement drops;
segment disengaged subscribers by useful criteria, such as
whether they ever made a purchase
•Re-engage inactive contacts with messaging and offers
targeted to their specific segment
•Purge inactive, unengaged contacts when necessary

5. Partner Logo Here
Stages in spam filtering
Email delivery is a process, and various filters interact
with an email during different, overlapping stages of
the process.
Stage 1: Should this email be accepted?
•IP address reputation, blacklists, botnets
•Deferral (to get more info, or because the receiver is
overloaded)
Stage 2: Where should this email be delivered? Inbox or junk
folder?
•Content evaluation
Stage 3: How should this email be displayed?
•With images? With annotation?

6. Partner Logo Here Best Practices for Passing Spam Filters
•Send to people who want and expect your email
•Use a consistent “From” address
•Make sure your company name and contact info is obvious
•Clear, strong subject line + compelling, concise content
•Make sure links point to valid domains
•Have a high ratio of text to images; avoid image-only email
•Minimize or avoid Flash and JavaScript
•Make the opt-out process easy and obvious
•Comply with all CAN-SPAM requirements
•Use email authentication

7. Partner Logo Here
What is content filtering?
Content filters look at and beyond what is displayed
to the end user.
Headers, footers, pre-headers, HTML structure, text
parts, images, domains and more are all analyzed as
part of the content screening, and compared to other
email, both good and bad.
Content filters can let wanted email through even if
the IP address has a poor or unknown reputation.

8. Partner Logo Here
Best Practices for Passing Content Filters
•Write a subject line that creates an expectation that the body copy will fulfill
•Short, compelling emails are more deliverable (and tend to get better results)
•Don’t use “Dear” as a salutation
•Don’t use “click here” or “click below” to offer links to people. Use link
title, color, and placement to signify links
•Other words and phrases that might make your legitimate email look spammy
include “free”, “bonus”, “amazing”, “buy direct”, “bargain”, “no investment”, and
so on
•Toll-free phone numbers may get your email tagged as spam if there are
additional suspicious signs
•Use ALT text for your images, so people can see why they might want to view
them
•Using all caps is a SPAM CHARACTERISTIC
•Use exclamation points sparingly, and don’t use several in a row!!!!

9. Partner Logo Here
Tracking and Reporting
Develop and use your own benchmarks. Know what your average
delivery, bounce, and engagement rates are, so you’ll see anomalies clearly and
quickly.
Don’t use someone else’s numbers as a benchmark; numbers vary widely
from industry to industry. Also: different ESPs calculate them differently.
• The more targeted and personalized your email is, the higher your rates
will be; in B2B, a clickthrough rate of 10%–20% is usually considered good.
• Consistently low rates suggest that your email is uninteresting or your list
is bad. This will lead to higher “delete” rates, which will affect your reputation
and delivery.
According to the DMA’s most recent (2010) Response Rate Trend Report , the
average email to a house list generated:
• 19.47 percent open rate and 6.64 percent click-through rate
• 1.73 percent conversion rate;
• Bounce-back rate of 3.72 percent and an unsubscribe rate of 0.77
percent.

10. Partner Logo Here
Best Practices for Sending Email
Don’t send on Tuesday morning just because you read that’s the best time.
Test and benchmark your own mailing schedule.
•Clean your lists before sending
•Allow enough time
•Send small batches first
•Preview and test emails
•Test and benchmark your own mailing schedule
•Include a plain text version

11. Partner Logo Here
Top Ten Delivery Best Practices
1. Abide by all CAN-SPAM rules and guidance.
2. Build your lists carefully, with people who will want to receive your email
3. Maintain your lists assiduously; purge and re-engage
4. Send content that subscribers care about
5. Develop consistent campaigns
6. Don't overload an email with images; heavy imagery is a spam trademark.
7. Use a consistent "From" header address.
8. Use clean and correct HTML formatting.
9. Test. Preview your email on major email clients and mobile devices.
10. Track your results.