Deliverability 2016: It s beyond just reaching the inbox

Transcription

1 Deliverability 2016: It s beyond just reaching the inbox

2 Agenda A Decade of Deliverability Deliverability: 2006 Deliverability: 2016 The Future of Deliverability Management Innovative Preview Demonstration QA

3 DELIVERABILITY 2006

4 Deliverability: 2006 Inbox Placement (3 ISPs) Authentication (SPF) Blacklist (1 or 2) Inbox

5 Deliverability: 2006 There were far less things to worry about and deliverability management was straight forward

6 DELIVERABILITY 2016

7 Deliverability: 2016 Inbox Abuse Bounce Spamtrap Creative Rendering Blacklist Authentication Strategy Hygiene Reputation ISP Contacts Inbox

8 Deliverability: 2016 The amount of elements factored into Inbox Placement increased almost 4x

9 WHAT CAN GO WRONG?

10 What Can Go Wrong? Inbox Spam Inbox Spam

11 What Can Go Wrong? A single elemental failure can tip the scales in favor of landing in the Spam Folder

12 THE WORKAROUND

13 The Workaround On-going Strategy / Guidance Spoofing / Phishing Scan (Daily) Data Hygiene Marketing Manager Blacklist Scanning Inbox Placement Auth. Monitoring (Hourly) (Daily) Creative Rendering Testing (48 Hours) Inbox Placement Testing (48 Hours)

14 The Workaround There are too many complex elements to manage Deliverability has proven to change rapidly and become far to complex for most marketing managers to keep tabs on. Marketing programs usually fail before a marketing manager realizes a problem.

15 FULL SERVICE DELIVERABILITY MANAGEMENT

16 Deliverability Intelligence What is it? 1. Strategic Setup 2. Dedicated Deliverability Management 3. SAAS Deliverability Application What s in it for you? Ensure program reaches business goals through a targeted 100% delivery rate for each campaign Increase inboxing and decrease bulking rates Avoid blacklisting, excessive bounce rates and bulking Protect and improve sender reputation

17 Full Service Deliverability Management Benefits: Achieve strong deliverability with a proactive strategy We are a part of your team. We join meetings with your organization and serve as full representation on everything deliverability Hiring a deliverability professional on staff with proper tool access will cost a minimum of $100k

18 STRATEGIC SETUP

19 Foundation Deployment Engine: Multiple IP address setup Dynamic volume load balancing Automatic IP fail-over redundancy and retry system Campaign Deployment Volume 750,000 Throughput monitoring of each client IP address with each ISP 1. # of open connections IP: IP: IP: # of messages per IP, per second,per ISP Volume: 250,000 Volume: 250,000 Volume: 250, # of retries for failed messages Immediate changes are pushed to production when required..

20 Architecture Mail Stream Separation: Much like a car travels on a road to reach its destination, an campaigns travels on an IP address. Most marketers have dedicated IP addresses exclusively reserved for their program. Just like there are different types of cars on the road, there are different types of campaigns with different purposes (mail streams): Different types of Mail Streams with different types of data: Retention Marketing Third Party (Co-reg, Rental, eappend) Transactional

21 Architecture

22 MANAGEMENT

23 Management Team Expertise and Tenure Contingency Planning Legacy Audience reintroduction strategy Proactive holiday planning Reserved IP and Domain Infrastructure Spamhaus Consulting DMARC Expertise ISP Remediation Industry Updates and Legislation Click: Launch Sample

24 Management Management Model: Dedicated Analyst # 1 Dedicated Analyst # 2 Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Training session 2 dedicated analysts that manage brand divisional mailings All active brand divisions receive an aggregated assessment report on a daily / weekly / monthly basis

25 Management Management Model: 10 Years Experience Executive Bi-Weekly Review 8 Years Experience Director Weekly Review 5 Years Experience Analyst / Manager Daily / Weekly / Monthly Executive review / guidance Bi-weekly Director review / guidance - Weekly Manager / Analyst strategy planning / remediation / guidance daily / weekly / monthly

26 SAAS APPLICATION

27 Inbox Placement Measurement ISP Coverage Map

28 Inbox Placement Measurement ISP Coverage Map

29 Inbox Placement Measurement Panel Real subscriber insight with major ISPs Gmail Yahoo Outlook AOL Competitive inbox measurement Self-serve measurement portal Approximately 1,000,000 live consumer panelists What s in it for you? Real subscriber inbox placement at Gmail, AOL, Yahoo Open rate measurement Delete rate measurement Delete without open rate measurement

30 Creative Rendering ISP Coverage Map

31 Engagement Analytics ISP Coverage Map A new engagement tracking system that goes far beyond the open Read-Time: How long a subscriber is viewing an campaign (in seconds) Mechanism: The device, platform, and browser used to open the Location: The location (city, state, lat/lon) where the engagement occurred

32 Engagement Analytics ISP Coverage Map Real-time geo-mapping of when and where subscribers open an campaign

33 Engagement Analytics ISP Coverage Map Subscriber Level Reporting: Analyze engagement analytics at the subscriber level. Data can be easily exported in.csv Engagement Analytics provides the following benefit: Enhanced Segmentation Enhanced Triggering Enhanced Creative Enhanced Engagement

34 Interactive Communication ISP Coverage Map Communicate directly with your dedicated analyst inside of the application Ask questions about anything deliverability instantly Eliminate back and forth on simple questions Your always connected

35 Retail Entertainment Financial Food / Beverage / Service

36 Differentiation ISP Coverage Map Deliverability Intelligence Feature Included in Package Quantity Inbox Placement Yes Unlimited Creative Rendering Yes Unlimited IP Blacklist Scanning Yes Unlimited Domain Blacklist Scanning Yes Unlimited Application Logins Yes Unlimited Pixel / Device Tracking Yes Unlimited Self / Full Service Management Yes 5 standard packages to choose from How we get clients to YES: Our standard rate card and unlimited event approach are major cost differentiators Unrivaled professional service support. Just ask our clients! 50 to 90% reduction in deliverability issue occurrence

37 Live Demonstration Deliverability Intelligence

38 INNOVATION UPDATE

39 Market Intelligence - Search ISP Coverage Map Search our panel of nearly every single commercial deployed in the past 4 years Political Insurance Finance Receipt Triggered Welcome Retention Acquisition

40 Customer Generator - Dashboard ISP Coverage Map Newly enhanced dashboard that allows for optimal sharing insights

41 Live Demonstration Innovative Preview

42 Questions