Don't Be A Deliverability Grinch! Tips for Holiday Sending

DON’T BE A DELIVERABILITY GRINCH! TIPS FOR

HOLIDAY SENDING

TWEET!

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Follow us on Twitter: @WhatCounts

Today’s hashtag: #DeliveryGrinch

TODAY’S SPEAKER

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BRAD GURLEY Director of Deliverability, WhatCounts Email: [email protected] Twitter: @DeliveryCounts

Holiday Email by the Numbers

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Since 2009, holiday e-commerce revenue has increased by 60%.

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2013 - $46.5 billion

10% over 2012

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Typically, nearly 30% of annual email volume is sent during the holiday season

2014 Inbox Placement Benchmarks

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Between May 2013 and April 2014, Return Path sampled nearly 500 million emails to

identify trends in inbox placement.

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83% made it to the inbox

6% went to the spam folder

11% never got to the recipient at all

During Q4 2013, inbox placement rates – quite unexpectedly – held steady.

Source: Return Path

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Image courtesy 20th Century Fox

No, this does not signal a holiday email free-for-all.

Holiday 2014: Holiday Harder

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Mobile is key.

Mobile devices generated over 50% of all email opens during 2013 holiday season.

In 2013, 29% of all orders were placed on

mobile devices – a 50% increase.

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Responsive design?

Mobile-First Messages

$ or % off are most popular promotions, but often don’t increase response rates.

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Stand out! Holiday themes Interactive content

Industries that foster engagement and relationships see highest inbox rates.

Banks, insurers, and retailers saw above average inbox placement, driven by large

national brands.

Media, entertainment, tech, and software saw the lowest inbox rates in the study.

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Relationships rule.

Outdated and unengaged subscribers can destroy your inbox delivery rates.

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Keep it clean.

Contacts who haven’t opened or clicked in a year are overstaying

their welcome.

To a sender, Gmail delivery can feel like a

nightmare…

But having your mail delivered to the Promotions tab is not as

scary as you think. 18

Hello, I’m Gmail.

Gmail was most likely of all mailbox providers to deliver mail to the Inbox – via the Promotions tab.

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Image courtesy of Macy’s

Read rates in the Promotions tab were very similar to the Primary tab.

Google’s Inbox app and web interface are likely to have minimal impact this holiday season.

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QUESTIONS?

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REACH OUT TO US

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3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 www.whatcounts.com Twitter: @whatcounts @DeliveryCounts [email protected]

THANKS FOR ATTENDING!

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