B2B Deliverability in a B2C World

B2B Deliverability in a B2C World

Chris Arrendale (@arrendale) - Inbox Pros

Nancy Harris (@nancydharris) - Salesfusion

Tracy Dodd (@trdodd) - RentPath

RentPathTracy Dodd, Director, Performance Marketing

RentPath’s Deliverability Audit

Deliverability Audit - Findings

Infrastructure

Bounces

Blocking at key

properties

Content and coding

Reputation

Deliverability Audit - Action Plan

Translate audit findings

into corrective actions

Implement fixes

Ongoing monitoring,

testing and support

RentPath’s Deliverability Challenges

Infrastructure

Salesforce Marketing Cloud/

ExactTarget

Missing header

information

Authentication issues

Property to property

From: blocks

Rate limits and connection settings

Bounces and Filtering

Poor email address collection practices

Filtering and blocking by rental property contacts

Block type % of total blocks

Hard bounce 62.80%

Block bounce 19.15%

Technical bounce 9.10%

Soft bounce 5.63%

Unknown bounce 3.31%Jan-April 2014

Content

RentPath’s Deliverability

Actions and Results

Infrastructure

Leadmail program moved to it’s own

dedicated IP address

DNS updates for DKIM/SPF

List-header unsubscribe added to header

DMARC established

Bounces and FilteringBlocks at ISPs and corporate filtering removed

Ongoing monitoring established

Updated document for whitelisting to include

all IP addresses and sending domains

Process put in place to call properties to

unblock and add to whitelist

Content

Addressed B2B specific content blocking issues,

including URL blocks

Broken HTML issues remedied

Links for hosted images updated to custom

domain branding

Text versions revised to match HTML

Ongoing content testing established for new

templates deployed

Whitelisting

Concierge Team – Superstar “Julie”

Provide documentation surrounding

whitelisting when signing up properties

Overall B2B Deliverability

96.00%

96.50%

97.00%

97.50%

98.00%

98.50%

99.00%

99.50%

100.00%

AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

OVERALL B2B DELIVERY RATE - 2014

Open and Click Rates

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

August September October November December

OPEN AND CLICK RATES - 2014

Open Rate Click Rate

Bounces

0

10000

20000

30000

40000

50000

60000

70000

80000

June July August September October November December

Soft Bounces

Hard Bounces

Total Bounces

Filtering Data

B2B deliverability in a B2C world.

Same game, different rules.


Infrastructure

Use sending subdomains, not corporate

domain

Focus on B2B rate limits, limit volume sent to

corporations

Feedback Loops specific to B2B (Rackspace,

OpenSRS, Zoho)

B2B Deliverability in a B2C WorldInfrastructure

Authentication (SPF, DKIM, DMARC)

Set up and monitor abuse@ and

postmaster@ email accounts for your email

sending domain

Include list header unsubscribe

B2B Deliverability in a B2C WorldContent

Keyword filtering can play a big role

Include matching HTML and plain text

versions

Host images locally, not on shared hosting

sites

Don’t use URL shorteners (bit.ly, goo.gl)

Pay attention to your bounce logs for URL

blocks or content blocks

Test, test, test

B2B in a B2C World

List

B2B – frequent job changes create high email

address abandonment

Validation – Accept All

Permission/collection methods

Opt-in checkbox

List Hygiene

Unsubscribe and Preference centers

Questions?

Thank you!

@arrendale

@nancydharris

@trdodd

Chris ArrendaleCEO & Principal Deliverability Consultant, Inbox [email protected]


Nancy Harris Sr. Deliverability Manager, [email protected]

Tracy Dodd Director of Performance Marketing, [email protected]

B2B Deliverability in a B2C World

Marketing

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