How do you get out of the junk folder? In order to achieve this and maintain your reputation, it’s important to understand the factors that got you there in the first place.

1. Escape From The Junk Folder
The (almost) complete guide to how you got there and
how to get out

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• You can hear us, we can’t hear you
• There will be time for questions at the end
• We are recording the webinar and we’ll send you a follow-up
• Join the conversation on Twitter: @adestra #adestrawebinar
Welcome

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About Adestra
• 13 years in the email and
marketing automation space
• Empowering marketers to
achieve their goals and
maximize their ROI
• Founded on the principle that
marketing success takes more
than great technology
• Software AND a Service®

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Claire Barnes
Content & PR Manager
Dale Langley
Head of Deliverability
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Who can I hear?

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Dale Langley, Head of Deliverability at Adestra
• Over a decade of digital marketing experience
• Deep technical background in email
• Experienced consulting leader
• Now leading Adestra’s Deliverability practice
• Expert in campaign analysis, futureproofing
email strategy and deliverability
• @email_dale

6. • What’s in junk?
• What’s in the inbox?
My email account
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7. What’s in my Junk folder?
Fraud / Phishing / Spoofing
I purchased but didn’t consciously opt-in
I had to sign–up in exchange for something
I signed up but no longer engage with the brand
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What’s in my Inbox?
I signed up to receive emails and read regularly
I recently engaged with the brand through email
Participants in Certification Program
I recently purchased, the emails are likely to be of interest
I opted to sign–up in exchange for something beneficial

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Did you notice?

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Don’t do what spammers do
Junk vs Inbox

11. Can’t my ESP get me out of the Junk folder?

12. The good, the bad, and the
tipping-point in between
Email engagement
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Email engagement is…

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Making an impression
14% Open this Email

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Making an impression
14% Open this Email
23% Have Opened Email From this Sender
in the Last 30 Days

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Making an impression
14% Open this Email
23% Have Opened Email From this Sender
in the Last 30 Days
5% Aren’t Interested and Delete the Email
Without Opening

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Making an impression
14% Open this Email
23% Have Opened in the Last 30 Days
5% Aren’t Interested and Delete the Email
Without Opening
5% Addresses have Expired (Bounced)

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Making an impression
14% Open this Email
23% Have Opened in the Last 30 Days
5% Aren’t Interested and Delete the Email
Without Opening
5% Addresses have Expired (Bounced)
12% Addresses are Inactive

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Making an impression
14% Open this Email
23% Have Opened in the Last 30 Days
5% Aren’t Interested and Delete the Email
Without Opening
5% Addresses have Expired (Bounced)
12% Addresses are Inactive
The Remaining 52% Aren’t Interested

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Tipping the balance
Hey!

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Tipping the balance
I opened this
email but I don’t
know why I got
it…

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Tipping the balance

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Tipping the balance
I AM THE 1 IN
500!

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Tipping the balance

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Tipping the balance

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Tipping the balance

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Redressing the balance

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Redressing the balance

29. …and how you can fix it
Why it went wrong
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Where did it go wrong?
0
10
20
30
40
50
60
70
80
90
100
0 7 14 21
Inbox%
0
10
20
30
40
50
60
70
80
90
100
0 7 14 21 28 35 42 49 56
Inbox%
Sudden Decline Slow Decline

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The importance of recency (not just Gmail!)
0
10
20
30
40
50
60
70
80
90
100
0 7 14 21 28 35 42 49
Inbox%
Day
Spam
Inbox
The Gmail app prompts subscribers to unsubscribe
from a sender if they haven’t read email from them in
the last 30 days.
Mailing entire
subscriber base
Restrict Gmail to
0-6 months
website activity /
clicked email
Restrict Gmail to 0-30
days website activity /
clicked email

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Do I have to reduce my volume?
Not necessarily! Let’s take a look
Subscriber Type % of List # Subscribers Open Rate
Highly Engaged 23% 46,000 40%
Moderately Engaged 65% 130,000 15%
Inactive 12% 24,000 0%
Total 100% 200,000 19%
Subscriber Type Emails Per Subscriber Volume Opened Clicked Conversions
Highly Engaged 8.5 391,000 156,400 2,742 £15,627.64
Moderately Engaged 4 520,000 27,600 484 £2,757.82
Inactive 4 96,000 - - £0.00
Total 5.04 1,007,000 43,890 3,226 £18,385.46

33. Subscriber Type % of List # Subscribers Open Rate
Highly Engaged 23% 46,000 40%
Moderately Engaged 65% 130,000 15%
Inactive 12% 24,000 0%
Total 100% 200,000 19%
Subscriber Type Emails Per Subscriber Volume Opened Clicked Conversions
Highly Engaged 8.5 391,000 156,400 2,742 £15,627.64
Moderately Engaged 4 520,000 27,600 484 £2,757.82
Inactive 4 96,000 - - £0.00
Total 5.04 1,007,000 43,890 3,226 £18,385.46
Subscriber Type Emails Per Subscriber Volume Opened Clicked Conversions
Highly Engaged 9 414,000 165,600 2,903 £16,546.92
Moderately Engaged 4.2 546,000 28,980 508 £2,895.71
Inactive 2 48,000 - - £0.00
Total 5.04 1,008,000 43,934 3,411 £19,442.63
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So I should reduce my volume?
Reduce frequency to inactives
EXISTINGNEW
1 extra email
every two months
1 extra email
every five months
Half the email
volume
+ £1k p/m

34. Subscriber Type Emails Per Subscriber Volume Opened Clicked Conversions
Highly Engaged 12 552,000 220,800 3,871 £22,062.56
Moderately Engaged 5 650,000 34,500 605 £3,447.27
Inactive 2 48,000 - - £0.00
Total 6.25 1,250,000 54,481 4,475 £25,509.83
Subscriber Type Emails Per Subscriber Volume Opened Clicked Conversions
Highly Engaged 9 414,000 165,600 2,903 £16,546.92
Moderately Engaged 4.2 546,000 28,980 508 £2,895.71
Inactive 2 48,000 - - £0.00
Total 5.04 1,008,000 43,934 3,411 £19,442.63
Subscriber Type Emails Per Subscriber Volume Opened Clicked Conversions
Highly Engaged 8.5 391,000 156,400 2,742 £15,627.64
Moderatly Engaged 4 520,000 27,600 484 £2,757.82
Inactive 4 96,000 - - £0.00
Total 5.04 1,007,000 43,890 3,226 £18,385.46
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So I should reduce my volume?
Reduce frequency to inactives, send more to actives
EXISTINGNEW
3.5 extra email
every month
1 extra email
every month
Half the email
volume
+ £7.1k p/m+ £1k p/m

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• If you send email that subscribers want (and expect), you will not be filtered to the junk folder.
• If you are segmenting or altering frequency, ensure that you tackle underlying issues:
• Make your opt-in clear, inform subscribers what you’re going to send
• Make unsubscribing easy
• Keep your list clean, tackle data quality issues.
• Recognize and plan for those who aren’t engaging.
• Meet subscriber needs rather than your own, you will stay in the inbox if your subscribers
see value in your email.
• Your ESP cannot often fix your deliverability problems but they can provide advice.
• Be patient!
In summary

36. @adestra
#adestrawebinar
Any questions?
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