How 1800Doorbell.com Boosted Inboxing Rates from 55% to 97%

Transcription

1 How 1800Doorbell.com Boosted Inboxing Rates from 55% to 97%

2 2 Table of Contents I. Overview II. The Problem a. Benchmark Inboxing Rates III. The Solution a. List Cleaning Process b. Results IV. Tools & Resources

3 3 Overview Ecommerce shop 1800Doorbell.com was just starting to establish its marketing program. The starting list consists purely of past customers. However, since the business has been in operation for many years, the list of past customers spanned back several years. No marketing has been carried out to date. The Problem lists the primarily consist of cold address tend to cause deliverability problems. The major factors determining deliverability (inboxing rates): Blacklists Spam Traps Spam complaints Hard Bounces Engagement Rates Old legacy lists tend to trip many of these negative deliverability factors, thus we had to apply a conservative & structured process for cleaning the initial list to ensure high inboxing rates. Our initial benchmarking yielded the following results: As suspected, the original inboxing rate is quite poor at 55% overall.

4 4 The Solution Our list cleansing process consisted of four main steps: Step 1 List Verification First, we ran the original list through a third-party verification service. We were able to salvage 78% of the original list. Step 2 Segmented Sends Based on Contact Quality Tiers Next, we divided up the cleaned list into 7 different contact quality tiers. In this case, we opted to use contact recency as the primary criterion using the last date of purchase as the main metric. Using the client s original service provider, we sent different flights of the same to the top 5 tiers. We opted to not send to all 7 due to rapidly increasing negative metrics.

5 5 Step 3 Cleaning of Undesirable Contacts Since our initial send is the first batch send we ve conducted in a long time targeting this list, we expected the negative engagement metrics to be disproportionately high. We proceeded to remove these contacts from our active list. Metric Value Threshold Spam Complaints 0.5% 0.5% Hard Bounces 0.3% 0.1% Unsubscribes* 2.3% N/A *Note: Unsubscribes do not directly affect deliverability, but are indicative of overall list quality. Checking Sender IP & Sender Domain Blacklisting Based on the asymmetrically low inboxing we observed in Yahoo and Hotmail, we decided to investigate the sender reputation of the sending IP s used by the original service provider. Taking a sample sending IP from a live to one of our test accounts, we ran it through a blacklist checker. We found that one of the sender IP s was on a blacklist NoSolicitado. We also checked the 1800doorbell.com sending domain, which did not appear on any major blacklists. Next, we tested several s sent from the new, target ESP s sender IP pool, all of which were NOT on any major blacklists. Given the results of this test, we decided to move forward with the migration to the new ESP. Step 4 Migrating to ESP with Better Deliverability Reputation We imported our most recent cleaned list into the new service provider and sent a new campaign. The Results The new inboxing rate:

6 6 Deliverability is a foundational element of any good marketing program. Essence of is an marketing firm specializing in ecommerce marketing. We provide a variety of services to perfect your marketing, from strategic audits to ongoing management of your program. Tools & Resources BriteVerify - list verification MailMonitor - deliverability & inboxing rate monitoring MX ToolBox - blacklist checker Contact us today to see how we can work together to grow your revenue!