According to a recent Return Path study, in the second half of 2011, global inbox placement rates were at a record low - 76.5 percent. In other words, nearly a quarter of all commercial emails never arrived in the inbox. Yikes!
Here is part one of a two-part webinar series on email deliverability presented by James Thompson of Infusionsoft, Tom Sather of Return Path, and DJ Waldow of Waldow Social.
Check out the line recording here:
3. Today’s Presenters
James Thompson, Email Systems Manager at
Infusionsoft
Tom Sather, Sr. Director of Email Research at Return
Path
DJ Waldow, Founder & CEO of Waldow Social
4. "The only all-in-one sales and
marketing built for small business.
Infusionsoft helps you get more
customers, grow revenue and get
more done in the time you have. "
5. Return Path
Making Email Better on a Global Scale
Over a Decade of Email Expertise
Leader in Email Sampling of our clients
monitoring, deliverability, certification,
and anti-phishing solutions
300+ dedicated Email professionals
Offices in New York, Denver, San
Francisco, London, Paris, Hamburg, Sydn
ey, and Sao Paolo
Proven Data Infrastructure
Over 2 billion inboxes comprise our
certification program
26 million IPs scored daily
Nearly 300 ESP partners globally
Delivering Measurable ROI
Over 12 years of shaping and driving the
Email ecosystem
Serving over 2,000 leading brands
across
retail/eCommerce, publishing, social
media and financial services sectors
9. In 2011, email marketing
returned $40.56 for every
dollar spent.
Compare this to:
• Search: $22.24
• Internet ads: $19.72
• Mobile: $10.51
• Catalogs: $7.30
Source: Ken Magill & the DMA
10.
11. 77% of consumers prefer email over any
other channel for permission-based
promotional messages.
23. • Mailbox Monitor
– Provides detailed information on a per-ISP basis
• Inbox, bulk folder or missing email analysis
– Great indicator for potential blacklistings and
spam folder issues
• Campaign Preview
– An entire suite of email content and rendering
tools
• Reputation Monitor
• Blacklisting alerts, with helpful links and
information
24. Use free tools like
@ReturnPath’s Sender Score
to identify how healthy your
sending IP address is
#deliverability
25. Brand New IP Address
(No history, no reputation)
38. Your Sender Reputation is
based on 5 factors:
1.Volume/Frequency
2.Unknown Users
3.Complaints
4.Infrastructure
5.Spam Traps
39. Your Sender Reputation is
Based on 5 Factors:
1.Volume/Frequency
2.Unknown Users
3.Complaints
4.Infrastructure
5.Spam Traps
40. Unknown Users
“Bounce error code “An 'unknown user' or 'no
generated by an ISP such user' or 'invalid
address' is usually a '550
when an email 5.1.1' error message that
address is not will appear in your smtp logs
registered in its however, not all ISPs use
the '5.1.1' extended reply
system.” (StrongMail) code, and not all '550'
replies refer to unknown
users. It is often necessary
to review the text
accompanying that SMTP
reply to be certain of its
meaning. (Return Path)
41. Unknown Users
Tom/James: Any other good screenshots here?
44. Unknown Users – Why it matters.
Issues: This client fell victim to an issue
with what is called “web-form
• Web form scripting abuse scripting”. They had a malicious
• Lack of email confirmation individual write a program/script
to automat bogus web form
• High complaint rates submissions. Couple this with
Resolution: the lack of email confirmation
and this customer found
• Provided IP information to themselves in a very tough
prevent against further situation. Not only were they
email abuse sending to Unknown Users, they
were also sending to legitimate
• Implemented a consistent email addresses that had never
email confirmation signed up but were submitted
(aka, double opt-in) model via this automated scripting
for all new recipients method. This triggered
entering into the database excessively high complaint rates.