Demac Media's Email Marketing Manager Ivana Simvic, presented at The Email Design Conference for Litmus Live 2016 in Boston on Email Deliverability and helping retailers avoid getting blacklisted. Here's a copy of here presentation with key action items for marketers, retailers, and brands.
2. IVANA SIMOVIC
@isimma
(on all the things)
Leading Email Marketing at Demac Media, I’ve earned the role of the
Carrie Bradshaw of email. I’ve got a swear jar on my desk for every time
someone says “eblast” & plan to spend it all on Black Friday. Lover of
coffee, bikes and beer miles.
HI THERE!
5. MY LAST YEAR IN EMAIL
385
MILLION
13
CLIENTS
OVER
$4 MILLION
5
DIFFERENT
ESPSEmails Sent
1 YEAR
July ‘15-July ‘16
Dollars
EXPERIENCE
@isimma
#LitmusLive
6. What do you mean they don’t
like spam?!
@isimma
#LitmusLive
7. “I once had a nightmare that I had a blacklisted
client. Truth was, it wasn’t a nightmare, it was a
living nightmare. One that brought a lot of
opportunity for change.
IVANA SIMOVIC, EMAIL GEEK, NIGHTMARE HAVER, REGULAR PERSON
@isimma
#LitmusLive
8. FOR THE
NEXT 30
MINUTES.
Guide you through the
blacklisted process.1
2
3
How to get your sender
reputation back to normal.
How to prevent a block.
@isimma
#LitmusLive
10. THE PROBLEM
● 4 weeks to complete IP warming (by Black Friday)
● When reviewing results, revenue was lower than
expected
● Deliverability rate had dropped - significantly
@isimma
#LitmusLive
13. IP WARMING
THE FIX
1. TRIAGE
● Cancel pending sends
● Contact your ESP
● ESP will connect with ISP
2. PAUSE
● All soft and hard bounces
● All subscribers from
blocked domain (even if
they did not bounce)
@isimma
#LitmusLive
14. IP WARMING
THE FIX
3. ACTIVATE
● Go back to old ESP
● Send emails for blocked
domains from there
● Include EVERYONE from
blocked domain
4. LESSONS
● Follow your ESPs timing
rules when warming IP
● No platform changes
during your busy season
@isimma
#LitmusLive
16. THE PROBLEM
● Data living in various warehouses, not
communicating with the ESP
● Duplicate records
● Point of sale data not being verified
@isimma
#LitmusLive
19. DATA
THE FIX
1. TRIAGE
● Cancel pending sends
● Contact your ESP
● ESP will connect with ISP
2. PAUSE
● Stop all campaigns
● Clean data
● Sync all data points, no
more manual work
@isimma
#LitmusLive
20. DATA
3. ACTIVATE
● Update process for POS
data imports
● Monitor deliverability
4. LESSONS
● Keep data clean
● POS data needs to be
verified and put through
double opt-in campaigns
● Opt-ins and unsubscribes
should sync with ESP.
THE FIX
@isimma
#LitmusLive
22. We get it, the holidays are exciting.
@isimma
#LitmusLive
23. THE PROBLEM
● Highly promotional time of year
● Repeatedly sharing offers with every
single subscriber
● Hitting the panic button to meet targets
@isimma
#LitmusLive
24. Literally me when I looked at
their deliverability.
@isimma
#LitmusLive
26. SPAM
THE FIX
1. TRIAGE
● Cancel pending sends
● Contact your ESP
● ESP will connect with ISP
2. PAUSE
● All soft and hard bounces
● All subscribers from
blocked domain (even if
they did not bounce)
@isimma
#LitmusLive
27. SPAM
THE FIX
3. ACTIVATE
● Segment suppressions by
engagement
● Monitor deliverability
4. LESSONS
● Don’t be a stage 5 clinger
● Throttle sends
● Work on plan to start
segmenting database
@isimma
#LitmusLive
28. SEGMENTING BY ENGAGEMENT
GROUP A
Active, No Bounce
GROUP C
Bounced & Opened
GROUP D
Bounced & Unengaged
GROUP B
Bounced & Clicked
@isimma
#LitmusLive
29. MAKING A CASE FOR SEGMENTATION
START SMALL
Build segments
that won’t change
process (ex. time
zone)
GO BIGGER
Find the obvious
data you’ve already
got (ex. gender)
BE SMARTER
Build out models to
determine who is
more likely to
purchase what (ex.
RFM)
@isimma
#LitmusLive
30. SOME FINAL
THOUGHTS.
Add the deliverability metric to
your ESPs dashboard.
If you do get blacklisted, use it as
an opportunity to change the
way things are done.
Set timing for delivery attempts.
1
2
3@isimma
#LitmusLive