stay out of the penalty box: email deliverability with sendgrid + sendwithus
TRANSCRIPT
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Stay Out of the Penalty Box: Email Deliverability with SendGrid + Sendwithus
With Luke Martinez (SendGrid) & Kelly Kenney (Sendwithus)
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Hi, I’m Luke
● Deliverability Consultant | SendGrid
● Problem Solver, Deliverability Expert
● Recovering food service professional.
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Hi, I’m Kelly
● Marketing @ Sendwithus
● Over 9 years in the Tech marketing field
● Email nerd, animal lover and cheese enthusiast
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Housekeeping
● SendGrid / Sendwithus Questions
● Follow-up Recording
● Swag Giveaway
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● Email template management
● Iterate / Optimize without deploying code
● Set up A/B tests, drip campaigns
● Connect to Database directly, API from app or upload via CSV
Sendwithus & SendGrid
● Email API: Infrastructure
● Email Marketing: Marketing Campaigns
● Email Experts: SendGrid Expert Services
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SendGrid Overview
● Founded in 2009
● Based in Denver, CO with offices in
Orange County, CA and Redwood City, CA
● Leading delivery platform for customer communication
● Send 1B emails per day for companies worldwide
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Sendwithus Overview
● Y Combinator company (founded Jan. 2013)
● Based in Victoria, BC and San Francisco, CA
● Control + Optimize Email
● Top 300 Email sender Worldwide
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Today’s Objectives
● Deliverability: What is it and why should it matter to you?
● Most important email metrics for sending reputation
● Top 4 expectations for senders
● A/B Testing + Deliverability
● Questions? We got answers
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Email: ROI MVP
Reference: http://www.emailmonday.com/wp-content/uploads/2015/04/National-client-email-2015-DMA.pdf
$1
$38
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Don’t let this happen to you
$6M
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How to prevent lost revenue?
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How to prevent lost revenue?
Monitoring engagement, and keeping a close eye on delivery metrics and trends greatly reduces the likelihood of inbox placement issues.
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How to prevent lost revenue?
Deliverability is a moving target.
Inbox providers and spam filters are constantly changing the rules that determine whether or not your mail makes it to your subscribers.
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What is Deliverability?
250ok?End to end time?
Inbox placement?
Opens?
Clicks?
ROI?
What is Deliverability?
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What is Deliverability?
Reputation
250okEnd to end time
Inbox placement
Opens
Clicks
ROI
What is Deliverability?
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Back in the day...
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Deliverability = Reputation
IP Reputation
2 + 2 = 4
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Deliverability = Reputation
In 2016
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Deliverability = Reputation
IP Reputation Domain ReputationContent Reputation
● SPF Domain● DKIM Domain● From Domain
● Template● Links/URLs● Syntax
● Dedicated/Shared● IP Neighborhood● IP Count
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9 Most Important Engagement Metrics
Engagement
● Open● Click● Unsubscribe● Spam report● Add to contacts● This is not spam● Move to primary● Reply● Forward
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List Hygiene
List Hygiene
● Invalid addresses● Spam Traps● Time since last engaged● Time since last engaged● Time since last engaged
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Sending to recipients who haven’t engaged in six months is the kiss of death for your reputation.
Anti-Spam Team - Hotmail
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Top 4 Expectations for Senders
Monitor engagement and send accordingly.● Send less mail to less engaged recipients.● Remove recipients who do not engage
for an extended period of time.● When open rates drop, send less mail.
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Top 4 Expectations for Senders
Honor unsubscribes and spam reports.○ Keep spam report rate below 0.08%○ Make it easy for recipients to leave your
mailing list.
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Top 4 Expectations for Senders
Honor unsubscribes and spam reports: ○ Make it easy for recipients to leave your mailing list.
Marketing Perspective
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Top 4 Expectations for Senders
Honor unsubscribes and spam reports: ○ Make it easy for recipients to leave your mailing list.
Marketing Perspective
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Top 4 Expectations for Senders
Honor unsubscribes and spam reports: ○ Make it easy for recipients to leave your mailing list.
Marketing Perspective
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Top 4 Expectations for Senders
Honor unsubscribes and spam reports: ○ Talk to your customers in their language, not yours
Marketing Perspective
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Top 4 Expectations for Senders
Text to Image ratio● 2-4 sentences of text per image is
a good rule of thumb.● If an email consists of only a
single image, ISPs have no way of determining the nature of the email.
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Top 4 Expectations for Senders
Whenever possible, be consistent with your sending domain(s) and IP(s)● New IPs and domains are inherently
untrustworthy.● Work on establishing and maintaining a good
reputation rather than trading IPs and domains when deliverability problems arise.
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You’ve got great Deliverability - now what?
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Transactional Email
● Sent automatically in response to a user’s action on your app
● Welcome email - 4x more opens and 5x more clicks vs marketing email
● Notification email - second highest engagement rate
● Receipt email - 64% of consumers consider these the most valuable messages
● People expect them and read them - take advantage!
Let’s start with Transactional Emails
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Let’s start with Transactional Emails
Inbox providers are generally sympathetic to Transactional mail that ends up in the spam folder.● Password resets● Confirmation emails● Receipts● Invoices● Legal notifications
Marketing/promotional email gets treated very differently by the Inbox provider - ideal to segment to protect these messages.
TechPerspective
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Transactional Emails: A/B testing
● Don't assume - A/B Test!
● Treat email like a landing page
● You can test:
○ SUBJECT LINES
○ INTRO TEXT
○ BODY STYLE
○ HEADINGS
○ CTAs and MORE!
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Email A/B Testing Basics
High Low
High Yay! Subject
Low Body, CTA Subject, Body, CTA
Open Rate
Cli
ck R
ate
● Segment to a subset of your most engaged audience
● Test 1 element at a time● Apply learnings to the entire
list and/or other emails
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Email A/B Testing Basics
High Low
High Yay! Subject
Low Body, CTA Subject, Body, CTA
Open Rate
Cli
ck R
ate
● Segment to a subset of your most engaged audience
● Test 1 element at a time● Apply learnings to the entire
list and/or other emails
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A/B Test offer in Transactional email
● Prompt users to perform an action● A/B test messaging and offers● Retail brand examples:
○ Added something to cart○ Completed purchase○ Review product○ Repeat purchase
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Wrapping Up
● Sending Reputation =
● With list hygiene, time since last engaged is key
● Make unsubscribes easy + honor their request
● Be consistent with IP addresses + email frequency
● A/B test messaging, offers to a segment