Post on 27-Jun-2020
Deliverability 2016: It’s beyond just
reaching the inbox
Yes Lifecycle Marketing
#Yescalate2016
Agenda
• A Decade of Deliverability
– Deliverability: 2006
– Deliverability: 2016
• The Future of Deliverability Management
• Innovative Preview
• Demonstration
• QA
DELIVERABILITY 2006
Yes Lifecycle Marketing
#Yescalate2016
Deliverability: 2006
Inbox Placement (3 ISPs)
Authentication (SPF)
Blacklist (1 or 2) Inbox
Yes Lifecycle Marketing
#Yescalate2016
Deliverability: 2006
There were far less things to worry about
and deliverability management was straight
forward
DELIVERABILITY 2016
Yes Lifecycle Marketing
#Yescalate2016
Deliverability: 2016
Inbox
Abuse
Bounce
Spamtrap
Creative Rendering
Blacklist
Authentication
Strategy
Hygiene
Reputation
ISP Contacts
Inbox
Yes Lifecycle Marketing
#Yescalate2016
Deliverability: 2016
The amount of elements factored into Inbox
Placement increased almost 4x
WHAT CAN GO WRONG?
Yes Lifecycle Marketing
#Yescalate2016
What Can Go Wrong?
Inbox Spam Inbox Spam
Yes Lifecycle Marketing
#Yescalate2016
What Can Go Wrong?
A single elemental failure can tip the scales
in favor of email landing in the Spam Folder
THE WORKAROUND
Yes Lifecycle Marketing
#Yescalate2016
The Workaround
On-going Strategy / Guidance
Data Hygiene
Auth. Monitoring
(Daily)
Inbox Placement
Testing
(48 Hours)
Creative Rendering
Testing
(48 Hours)
Blacklist Scanning
(Hourly)
Spoofing / Phishing
Scan
(Daily)
Inbox Placement Marketing Manager
Yes Lifecycle Marketing
#Yescalate2016
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.
FULL SERVICE
DELIVERABILITY MANAGEMENT
Yes Lifecycle Marketing
#Yescalate2016
Deliverability Intelligence What is it?
What’s in it for you? •Ensure email 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
1. Strategic Setup
2. Dedicated Deliverability
Management
3. SAAS Deliverability
Application
Yes Lifecycle Marketing
#Yescalate2016
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
STRATEGIC SETUP
Yes Lifecycle Marketing
#Yescalate2016
• Multiple IP address setup
• Dynamic volume load balancing
• Automatic IP fail-over
redundancy and retry system
• Throughput monitoring of each
client IP address with each ISP
1. # of open connections
2. # of messages per IP, per
second,per ISP
3. # of retries for failed messages
• Immediate changes are pushed
to production when required.
.
Campaign Deployment
Volume 750,000
IP: 206.32.4.13
Volume: 250,000
IP: 206.32.4.14
Volume: 250,000
IP: 206.32.4.15
Volume: 250,000
Foundation
Deployment Engine:
Yes Lifecycle Marketing
#Yescalate2016
Mail Stream Separation: Much like a car travels on a road to reach its
destination, an email campaigns travels on an IP address.
Most marketers have dedicated IP addresses exclusively reserved for
their email program.
Just like there are different types of cars on the road, there are different
types of email 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
Architecture
Yes Lifecycle Marketing
#Yescalate2016
Architecture
MANAGEMENT
Yes Lifecycle Marketing
#Yescalate2016
Team Expertise and Tenure
• Contingency Planning
• Legacy Audience re-
introduction strategy
• Proactive holiday planning
• Reserved IP and Domain
Infrastructure
• Spamhaus Consulting
• DMARC Expertise
• ISP Remediation
• Industry Updates and
Legislation
Click: Launch Sample
Management
Yes Lifecycle Marketing
#Yescalate2016
Dedicated Analyst
# 1
Brand 1 Brand 2 Brand 3 Brand 4 Brand 5
Dedicated Analyst # 2
Management Model:
• 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
Management
Yes Lifecycle Marketing
#Yescalate2016
Executive
Director
Management
Management Model:
• Executive review / guidance – Bi-weekly
• Director review / guidance - Weekly
• Manager / Analyst strategy planning / remediation / guidance
– daily / weekly / monthly
Analyst / Manager
Bi-Weekly Review
Weekly Review
Daily / Weekly / Monthly
10 Years Experience
8 Years Experience
5 Years Experience
SAAS APPLICATION
Yes Lifecycle Marketing
#Yescalate2016
ISP Coverage Map Inbox Placement Measurement
Yes Lifecycle Marketing
#Yescalate2016
ISP Coverage Map Inbox Placement Measurement
Yes Lifecycle Marketing
#Yescalate2016
Inbox Placement Measurement – Panel
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
• Real subscriber insight with
major ISPs
• Gmail
• Yahoo
• Outlook
• AOL
• Competitive inbox measurement
• Self-serve measurement portal
• Approximately 1,000,000 live
consumer panelists
Yes Lifecycle Marketing
#Yescalate2016
ISP Coverage Map Creative Rendering
Yes Lifecycle Marketing
#Yescalate2016
ISP Coverage Map Engagement Analytics
A new engagement tracking system that goes far
beyond ‘the open’ Read-Time: How long a
subscriber is viewing an
email campaign (in
seconds)
Mechanism: The device,
platform, and browser
used to open the email
Location: The location
(city, state, lat/lon) where
the email engagement
occurred
Yes Lifecycle Marketing
#Yescalate2016
ISP Coverage Map Engagement Analytics
Real-time geo-mapping of when and where subscribers open an email campaign
Yes Lifecycle Marketing
#Yescalate2016
ISP Coverage Map Engagement Analytics
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
Yes Lifecycle Marketing
#Yescalate2016
ISP Coverage Map Interactive Communication
Communicate directly with your dedicated analyst
inside of the application
Ask questions about
anything deliverability
instantly
Eliminate email back
and forth on simple
questions
Your always connected
Financial Retail Entertainment Food /
Beverage / Service
Yes Lifecycle Marketing
#Yescalate2016
ISP Coverage Map Differentiation
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
• 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
How we get clients to YES:
Deliverability Intelligence
Live Demonstration
INNOVATION UPDATE
Yes Lifecycle Marketing
#Yescalate2016
ISP Coverage Map Market Intelligence - Search
Search our panel of nearly every single commercial
email deployed in the past 4 years
• Political
• Insurance
• Finance
• Receipt
• Triggered
• Welcome
• Retention
• Acquisition
Yes Lifecycle Marketing
#Yescalate2016
ISP Coverage Map Customer Generator - Dashboard
Newly enhanced dashboard that allows for optimal
email sharing insights
Innovative Preview
Live Demonstration
Questions