Welcome to the Academy
Alice Spencer
Technical Account Manager
Dale Langley
Director, Professional Services
Let’s talk about trust
Persuading consumers to opt-in to your
email marketing program
Which are most effective in encouraging consumers
to sign up for emails?
Source: 2015 DMA National Client Email Report
Trust creates more responsive lists
Source: Return Path “Frequency Matters – the key to optimizing email send frequency”
Getting to the Inbox
What drives inbox placement?
77%
17%
6%
Sender Reputation
Content
Domains in Content
What defines sender reputation?
Complaints List Quality Infrastructure
Length of Sending
History
Message Quality Subscriber
Engagement
A high sender score doesn’t always mean high
inbox placement
Why Engagement is
Important for Mailbox
Providers
It’s all about engagement
Inbox Engagement
• Regularly logs-in
• Reads and sends email
• Files email
• Complaints/This is Not Spam
Email Engagement
• Opens
• Clicks
• Shares
• Purchases
The Hidden Engagement Metrics
Spam placement rate
• Hidden in your “delivered” rate
• Inbox + Spam = Delivered
The read rate
The read rate
Subject line:
Whatever the weather Tesco can help you have a great bank holiday
This campaign
17% Benchmark
24%
The read rate
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Engaged Semi-Engaged Unengaged
Read
Rate
Lis
t C
om
po
sit
ion
Mailbox Engagement
The read rate
Deleted without reading rate
The “Ignore Rate”
Complaint rate
• They didn’t ask to receive your email
• They don’t recognise the sender
• The email wasn’t what they expected to receive
• The email isn’t of interest or relevant
• They are receiving too much mail
• There isn’t an easy way to unsubscribe
Why do subscribers complain?
How frequency affects inbox placement
Manage frequency
“This is Not Spam” – rarely used, but highly
trusted
“This is Not Spam” and deliverability
Source: Return Path “This is Not Spam” Report
Forward rate
Source: https://litmus.com/blog/send-it-forward-get-your-emails-shared/email-sharing-infographic
Forward rate
ThinkGeek: Reply to this email
But don’t do this
Winning back lost subscribers
The carry-forward effect
Source: https://returnpath.com/downloads/email-win-back-report/
Doing it well
Doing it well
14.7%
23.0%
0.0%
1.0%
2.0%
0%
5%
10%
15%
20%
25%
Benchmark Win-Back
Metr
ic
Read R
ate
Threadless Win-Back email performance
Read %
ISP-Marked Spam %
User-Marked Spam %
Forwarded %
The Future
Let’s talk about it…
• Hyper personalisation
• Kinetic emails
• Contextual content
• Machine learning
Let’s talk about it…
Thank You!
See you at the Return Path World Tour on the
afternoon of Monday 10th October.
Register: www.returnpath.com/events/rpwt-london/