3 steps to reaching 100% email inboxing
TRANSCRIPT
Three Steps to
Reaching 100% Email
Inboxing
Ivy ShterevaSr Marketing Manager
Yesmail Lifecycle Marketing
Yesmail Confidential 2
• Inboxing: the basics
• Your email program: the key to optimal inboxing
– Audience Segmentation
– Multiple Sending Domains
– Triggered Campaigns
• Performance
Agenda
The Basics
Inboxing
Yesmail Confidential 4
Inboxing: the rate at which an email
makes it to its intended recipient’s inbox.
The lower the inboxing rate, the fewer the
number of subscribers who see* your
email and the lower the open, click, and
conversion rates.
*seeing your email=email lands in their inbox, NOT the Spam folder and
NOT encountering a block on the way there
What It Is?
Yesmail Confidential 5
• Clean subscriber data
• Subscriber engagement (calculated by ISPs
through open & click rates)
• Predictable mailing volume
• Consistent message frequency
Pillars of Inboxing
Yesmail Confidential 6
• Clean subscriber data
• Subscriber engagement (calculated by ISPs
through open & click rates)
• Predictable mailing volume
• Consistent message frequency
Pillars of Inboxing
The Key to Optimal Inboxing
Your Email Program:
Yesmail Confidential 8
Type of Messages:
• Thought Leadership Promo: exclusive
promotion of single pieces of new content
• Five-Section Newsletter
Frequency:
• Thought Leadership: from 0 to 4 times a
month (as new content was developed)
• Newsletter: quarterly
Segmentation:
• Opened/Clicked within 18 months OR
subscribed within 90 days
Domain:
• A single sending domain
Our Mailing Program: Origins
Yesmail Confidential 9
Single Sending IP/Domain
Yesmail Confidential 10
Type of Messages:
• General:
• Thought Leadership Promo: new content
• Thought Leadership: themed
• Triggered:
• Welcome Series
• Content Survey Series
Segmentation:
• Opened/Clicked within 3 months
OR subscribed within 30 days
• Opened/Clicked in 3-12 months OR
subscribed in 30-90 days
Our Mailing Program: Reboot
Frequency:
• Thought Leadership (promo &
themed): bi-weekly
• Welcome: twice a week
• Surveys: bi-weekly
Domain:
• One sending domain (primary)
for the first audience segment
• One sending domain (secondary) for
the second audience segment
Yesmail Confidential 11
Multiple Sending IPs/Domains
Yesmail Confidential 12
Multiple Campaigns Through Multiple Domains
PRIMARY DOMAIN:
• Welcome Series
• Thought Leadership Promo Series
• Thought Leadership: Themed Series
SECONDARY DOMAIN:
• Content Survey Series
• Thought Leadership Promo Series
• Thought Leadership: Themed Series
Yesmail Confidential 13
Mail Stream Separation
PRIMARY DOMAIN:
• Welcome Series
• Thought Leadership Promo Series
• Thought Leadership: Themed Series
SECONDARY DOMAIN:
• Content Survey Series
• Thought Leadership Promo Series
• Thought Leadership: Themed Series
Yesmail Confidential 14
Mail Stream Separation
PRIMARY DOMAIN:
• Welcome Series
• Thought Leadership Promo Series
• Thought Leadership: Themed Series
SECONDARY DOMAIN:
• Content Survey Series
• Thought Leadership Promo Series
• Thought Leadership: Themed Series
Triggered campaigns typically garner 2.5 times the open rate and twice the click rate
of business-as-usual-campaigns.
BOTTOM LINE: engagement = inboxing
Inboxing Leads to Opens Leads to Clicks
Performance
Yesmail Confidential 16
Inboxing
• Average inboxing for the single
domain (prior to program retool):
75.9%
• Average inboxing for BOTH
domains: 95.7%
• Average inboxing for primary
domain (post program retool):
97.2%
• Average inboxing for secondary
domain (post program retool)*:
94.2%
• Average bounce rate decreased
almost three-fold
*after content survey series was introduced to
boost engagement in this less engages segment.
Inboxing for this domain was 82% prior.
Yesmail Confidential 17
Engagement
Triggered Campaigns
• Welcome Series: 41% open rate
increase*
• Content Survey Series: 39% open rate
increase*
Overall Mailing Program (all components)
Original vs Retooled:
• Average open rates: 35% increase
• Average click rates: 28% increase
*Compared to the open rates of thought leadership
promo campaigns prior to program retool
Conclusion
Yesmail Confidential 19
Three easy-to-implement steps to optimal
deliverability:
– Audience Segmentation
– Multiple Sending Domains
– Triggered Campaigns
Use your Mailing Program to Inbox at 100%
Questions?
Addendum
Yesmail Confidential 23
Mail Stream Separation
SECONDARY DOMAIN:
• Content Survey Series
• Thought Leadership Promo Series
• Thought Leadership: Themed Series
Yesmail Confidential 24
Mail Stream Separation
PRIMARY DOMAIN:
• Welcome Series
• Thought Leadership Promo Series
• Thought Leadership: Themed Series
SECONDARY DOMAIN:
• Content Survey Series
• Thought Leadership Promo Series
• Thought Leadership: Themed Series
Yesmail Confidential 25