Deliverability – Euro Rules of the Road

• 1. DeliverabilityEURO RULES OF THEROAD European Road To SuccessAndrew Bonar, Deliverability Director @ EmailvisionFounder of EmailExpert http://emailexpert.org/

2. Engagement New RulesOld best practices are nowthe new rulesSmarter mailboxes ensureyou must follow best practicefor maximum R.O.I 3. European Deliverability Single Points of Failure Per Country Legislation More Complex Regulations Aggressive Use of Blacklists Internal ISP Blacklists Lack of Feedback Loops 4. New in 2012DMARC AuthenticationEU Cookie LawReturnPath Much StricterSpamHaus More Active 5. What is Changing?Domain Based ReputationSmarter InboxesSmarter FiltersMobile Device UsageIPv6 the Game Changer 6. European Blacklists 7. Gray MailLess than 15% of email is personal 1to1 communicationSource: Hotmail 8. Email How Much? 9. Email How Relevant?50% of Recipients believe 50%or more of trusted email isirrelevant 10. Gmail Clearing Clutter 11. Hotmail A Fresh Look 12. Hotmail The Clean Sweep 13. The Bulk Folder Europe View 14. Relevance Remember MobileMobile Usage continues toincreaseSmart Phones and Tabletscontinue to disrupt emailprograms 15. Mobile UsageTypically 19-29%or more of emailis opened on amobile device Source: Personal Experience 16. Europe Email on Mobile Source: eCircle via EmailMonday 17. OLD vs NewEmail Marketing 1.0Email Marketing 2.0IP Reputation Domain ReputationPermissionTrustPersonalisation SegmentationInbox Placement Multi-Device CompatibilityHeuristic Filters User Engagement 18. Email Marketing 2.0- IP Reputation concernsEmail - Personalised emailMarketing - Permission based emails- Open rates and click rates1.0Email - Domain Reputation & TrustMarketing - Brand Reputation & Trust- Relevant, Segmented , Targeted2.0 - Real return on investment 19. Permission & Relevancy Gain Permission Clear and Unambiguous Confirm Permission Manage Expectations Be Clear on Benefits Deliver consistently 20. Suscribing: a Simple Process Subscribe No fancy tricks, clear simple signup formsConfirmConfirm the email address of recipient Welcome Initial Welcome EmailNurtureNurture the relationship 21. 3 Dangers to AvoidPoorly Designed Complex/Broken Poor ListEmail SignupUnsubscribeManagementProcess ProcessPracticesSimple, clear,Do not make it Unsubscribeconcise, manage hard, drive them soft/hard bounces,expectationsto other re-engage orchannels remove the inactive 22. Reputation CrossroadsYour brand reputation, email reputation &domain reputation are now interlinkedPoor brand reputation means your emailR.O.I will sufferPoor domain reputation will result inemail being filteredPoor email reputation can mean yourwebsite is blocked 23. DomainReputationInterdependent Email marketing results are interdependent on what is BrandEmail happening in Reputation Marketing other online channels and toResults some degree your offline behavior too IP Reputation 24. Re-Engagment Strategies Re-Engagement Campaign No Need to Delete Segment, Segment, Segment Learn From The Experience 25. Re-Engagment Strategies 26. Re-Engagment Strategies 27. Earn Trust: Engage & NurtureMaximise your ROI by tailoring youremail strategy to the changes ahead 28. Questions? More Information?Andrew [email protected]:@andrewbonarfacebook.com/mrBonar