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Transcript of Dma2011postcon
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@OtherEinstein & @ddayman
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Nicholas Einstein, VP Strategic Services & DeliverabilityWith over ten years of online marketing experience, Mr. Einstein can safely be considered an industry veteran. Specializing in emessaging and CRM strategy, Nicholas has spent his entire career helping companies of all kinds leverage online channels to communicate more effectively with their customers and prospects..
Mr. Einstein has significant agency experience, and at one time ran RealNetwork’s worldwide email operations. He has served a variety of high profile clients ranging from Accenture, Bank of America and NBC Universal to ARM & HAMMER, Rolling Stone and Sony, and has helped each drive incremental revenue and customer lifetime value. Nicholas currently serves as PulsePoint’s Vice President of Deliverability and Strategic Services, where he helps some of America’s top brands optimize their email and CRM programs.
Nicholas received his MBA from the University of Washington and his BA in Anthropology & Sociology from Kenyon College.
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Dennis Dayman, CIPPo Eloqua
(Chief Security and Privacy Officer)
• Seventeen (17) Years in Email/Privacyo AT&T Internet, MAPS - Mail Abuse
Prevention Systems, Verizon Online, StrongMail Systems
o Involved in several coalition boardso MAAWG, CAUCE, IAPP, ESPC
o Co-chair DMA/EEC Deliverability Round Table
• Twitter: ddayman• Blogs:
• http://www.deliverability.com • http://blog.eloqua.com/
• Columnist: http://www.clickz.com
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
A Eulogy of Action
“It's one thing to miss someone, to feel a void when they're gone. It's another to do something with their legacy, to honor them through your actions.
Steve devoted his professional life to giving us (you, me and a billion other people) the most powerful device ever available to an ordinary person. Everything in our world is different because of the device you're reading this on.
What are we going to do with it?”
- Seth Godin 10/5/11
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@OtherEinstein & @ddayman
Part 2:
Leveraging Audience and Campaign Data (8:15-12:00pm)
Part 3:
Brand Equity, Consumer Commitment, and the Law (12:30-2:00)
Nicholas Einstein, VP, Strategic & Deliverability Services, PulsePoint
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@OtherEinstein & @ddayman
IF NOT, JOIN NOW!!(use code DMAWORKSHOP for a $100 discount)
Is everyone an EEC member?
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@OtherEinstein & @ddayman
A Few Thoughts on The Evolving World of Email &
Digital Marketing
A Few Thoughts on The Evolving World of Email &
Digital Marketing
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
Email ROI Email ROI Puts Puts Stars Stars In Our In Our EyesEyes
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
All Digital Marketing is Social
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@OtherEinstein & @ddayman 18
The Inbox is Fragmenting.
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@OtherEinstein & @ddayman 19
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@OtherEinstein & @ddayman
Integrating Digital Marketing
The Email Marketing Evolution from “Batch & Blast” to “Engage & Customize” is powered by automation and data integration.
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@OtherEinstein & @ddayman
Relevancy
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@OtherEinstein & @ddayman
Engagement
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@OtherEinstein & @ddayman
Choice
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@OtherEinstein & @ddayman
Value
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The Truth.
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@OtherEinstein & @ddayman
Typical Email Marketing StreamTypical Email Marketing Stream
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Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?Hi, are you ready to buy?
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
Lifecyle Email MarketingLifecyle Email Marketing
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Welcome! We like you.Hi, are you ready to buy?Thanks for buying!You might also like….Hi, are you ready to buy?Here’s what others like!Please tell us what you like.Hi, are you ready to buy?Cool content you might like.Hi, are you ready to buy?Something special for youAny of your friends like this?
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@OtherEinstein & @ddayman
Cross Channel MarketingCross Channel Marketing
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Welcome Email. We like you.It’s Free Taco Tuesday. Pls RTHi, are you ready to buy?Thanks for buying!Text in to join our party!Dear Pamela, you might also like….Hi, are you ready to buy?Visit Facebook: What do others like?!Sale 4 U 2Day!Cool content you might like.Mobile coupon! Hurry in!Something special for you!Any of your friends like this?
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@OtherEinstein & @ddayman
Connections Require Segmentation
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@OtherEinstein & @ddayman
Executive Buy InExecutive Buy In
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@OtherEinstein & @ddayman
What Executives Understand.
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
Earn What You Need
• Demonstrate not just revenue, but also costs, lost opportunity
• Never go alone
• Recruit a champion brand
• Get your vendors on board early
• Prove the value (POC)
• Communicate early and often
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@OtherEinstein & @ddayman
Getting The DataGetting The Data
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
Promote Email on Facebook
Page
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@OtherEinstein & @ddayman
Wherefore Art Thou, Data?Wherefore Art Thou, Data?
Customer Email Responses
Call Center
Sales Team Database Online
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@OtherEinstein & @ddayman
Nirvana
Activity on Website
EmailSocial Media
Subscriber Forms
Everything you ever wanted to know about your customer...And can use to increase their engagement.
Transactions
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@OtherEinstein & @ddayman
Reality
Activity on Website
EmailSocial Media
Subscriber Forms
Transactions
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Prioritize.
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@OtherEinstein & @ddayman
Have data to back up your assumptions
Stick with customersZig if competitors zagCrawl > Walk > RunFind (or create) a Shared
GoalEnsure you can measure the
key success factors
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@OtherEinstein & @ddayman
Using the Data:Starting Small
Using the Data:Starting Small
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@OtherEinstein & @ddayman
Treat different customers differently
This is difficult if you also insist on treating every customer the same. Or treating every customer the best, which is a better way to describe a similar idea.
No, the only way you can treat different customers differently is if you understand that their values (and their value to you) vary.
It's easier than ever to discern and test these values, and you do everyone a service when you differentiate.
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@OtherEinstein & @ddayman
The Basics
• Email Address/Domain• Opt-in Date/Time• Website Behavior• Response History & RFM• Zip Code/Geography• Sex• Contact Preferences - channel, timing, format, etc.• Birthday• Unsubscribe/SPAM Complaints
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@OtherEinstein & @ddayman
Ground-up Messaging Strategy
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@OtherEinstein & @ddayman
Show Me the Money….
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
Using the Data:Add Sophistication
Using the Data:Add Sophistication
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@OtherEinstein & @ddayman
Winning Philosophy
• Invest in AUTOMATION (but realize its’ limitations)
• Develop a tiered-messaging strategy
• When it comes to segmentation: KISS (Keep It Simple)– 6 is too many segments… and 5 is pushing your luck– Different Segments get different BASELINE communications– Everything else is personalization
• Why?
– Each segment requires TIME & RESOURCES to target properly– Content creation/curation is not automatable – Segmentation efforts deteriorates into an impractical, academic
exercise
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@OtherEinstein & @ddayman
Any Segmentation Can WorkP
erce
nta
ge
of
E-m
ail M
arke
ters
Question: Average unique conversion rate (i.e., total number of unique orders/transactions divided by number of net e-mail delivered for all campaigns in the past 12 months), compared with question, “Which of the following customer data attributes has your company used to segment audiences for e-mail marketing campaigns in the past six months?”
Source: JupiterResearch Executive Survey (11/04), n = 649 (US only)
Conversion Rate:
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@OtherEinstein & @ddayman
Base Segments - Example
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@OtherEinstein & @ddayman
A Note About Preference Centers
Good:•Simple path to segmentation•Provide interest data at the time of registration
Bad:•Preferences change/evolve•Subscribers rarely update•Establish commitment to only send on established topics (regardless of relevance)
Net: Invest in figuring out what will be relevant!
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@OtherEinstein & @ddayman
Message Types• Bulk Mailings
– Promotions– Newsletters– Statements
• Lifecycle Messages– Welcome streams– Lifestage streams
(e.g., pregnancy, wedding)
– Reactivation streams
• Triggered Messages– Up-sell messages– Cross-sell messages– Confirmations– Ratings and reviews– Watch lists– Out-of-stock– News alerts– Local events– Anniversary, Birthday– More…
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@OtherEinstein & @ddayman
Not just segmentation….
1. SEGMENTATION: identify logical groups to which the same basic messages are likely to resonate.
1. TARGETING: align messaging to the engagement patterns of each segment.
1. PERSONALIZATION: add the finishing touches that make the communication feel personal.
Buyers vs. non-buyers New vs. old customers Kids vs. no kids
Deal vs. information-based Lifecycle programs Best time to send
Local store Products of interest Gender
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@OtherEinstein & @ddayman
Personalization
Members of a segment all get an email based on the same template
Personalization attributes can change all of the content, but not the structure of the email
The next step is populating that template with content that shows you know the customer
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@OtherEinstein & @ddayman
The BEST personalization is based on activities tracked at
the INDIVIDUAL level!
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@OtherEinstein & @ddayman
Email metrics(opens, clicks)
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@OtherEinstein & @ddayman
Site activity(visits, shopping cart)
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@OtherEinstein & @ddayman
Purchases
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@OtherEinstein & @ddayman
Coupon redemptions
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@OtherEinstein & @ddayman
Targeting Browse Behavior
• Amazon* Based on recent browsing behavior (past month)
• Featured products and time-based offer x% off until XX/XX
• Directly calls out that email was triggered by browsing the site
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@OtherEinstein & @ddayman
Personalized content must be value-driven
– Where they live?– What they do?– What they like?
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@OtherEinstein & @ddayman
Do this…
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@OtherEinstein & @ddayman
Not This…
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@OtherEinstein & @ddayman
Personalization That Works
Email doesn’t work without a good content strategy.
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@OtherEinstein & @ddayman
Content Inventory
Web resources– Content site– Blogs– Videos– Online Coupons
Traditional resources– Print Advertising– Coupons– Circulars– Press Releases– Events
User Generated Content– Ratings & Reviews– Social Media Mentions
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@OtherEinstein & @ddayman
Plan Ahead…
Move from content creation to curation– Adapting existing content is easier
than creating new content!
The right email template will save time– What formats will you regularly
support?– What content blocks can you
regularly populate?
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@OtherEinstein & @ddayman
Which takes more time?
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@OtherEinstein & @ddayman
6 Steps to Scalable, Relevant Email
1. Identify your key segments2. Identify core messaging products3. Develop messaging grid that aligns segments with
target messaging objectives4. Identify activity-based personalization attributes5. Develop flexible templates and automate the
automatable6. Devote a percentage of resources to develop
triggered programs (“set it and forget it”)
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@OtherEinstein & @ddayman
Using the Data:Personas
Using the Data:Personas
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@OtherEinstein & @ddayman
Personas: What & Why?
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@OtherEinstein & @ddayman
How?
• Real People• Compelling Narrative• Key Attributes• Enable Action• Usable Format• Focused on Differentiators• Not Prescriptive
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@OtherEinstein & @ddayman
A Few Words About Permission
A Few Words About Permission
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@OtherEinstein & @ddayman
Four Rules of Permission
• Get it.
• Confirm it.
• Don’t share it.
• Keep it current.
Remember: It’s not about you.
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@OtherEinstein & @ddayman
SMS is Always Permission Based
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@OtherEinstein & @ddayman
Social is Opt In
Like/Follow Commitment = /
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@OtherEinstein & @ddayman
Data HygieneData Hygiene
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@OtherEinstein & @ddayman
Hygiene = Health!
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@OtherEinstein & @ddayman
If your data is dirty…..
…you get a reputation.
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@OtherEinstein & @ddayman
What is good hygiene?
• Excellent data collection• Proper bounce management• Source management & tracking• Scrubbing/Purging• Behavioral targeting• Solid acquisition program• Discipline! (esp. during the holidays)
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@OtherEinstein & @ddayman
Protecting PrivacyProtecting Privacy
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@OtherEinstein & @ddayman
Notice Choice
Guiding Principles
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@OtherEinstein & @ddayman
Privacy Checklist Up to date privacy policy Clarity of permission grant
Do not share permission Keep permission current Ensure easy opt out
Consider minors and other protected groups
Educate internally Follow the spirit, not just the
letter, of the law
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@OtherEinstein & @ddayman
Please, follow the law(s).
• CAN SPAM, COPPA– Utah, Maine, Colorado, California
• Canadian Privacy Law(s)
• EMEA Permission
• Japan “Proper Transmission” Law
• EU Cookie Directive
• Chinese Access Rights
• SMS/Mobile Carrier Restrictions
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@OtherEinstein & @ddayman
Ignorance is Not a Defense.
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@OtherEinstein & @ddayman
Authentication
http://www.dmaresponsibility.org/emailauthentication/howevaluate.shtml
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BREAK
We start again at XXX.
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@OtherEinstein & @ddayman
Takeaways (2)
• Email is not dead – but let’s not kill it.
• Maintaining list hygiene is critical.
• Email marketing generates reams of data, focus on those that tie directly to core business objectives.
• 6 Steps to Relevancy
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@OtherEinstein & @ddayman
Sharing the DataSharing the Data
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Why?
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@OtherEinstein & @ddayman
Essential Reports
• Response data (opens/renders, clicks, conversions) – How much did we make?
• Bounces – How clean is our list?
• Spam complaints/Unsubscribes – Was our message welcome?
• Inbox placement – What’s our sender reptuation?
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@OtherEinstein & @ddayman
Dashboards
• 50,000 foot view
• Trends/Benchmarks
• Metrics tied directly to business objectives
• Produced & syndicated regularly
• Bonus: Cross-channel
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@OtherEinstein & @ddayman
Analyzing the Data: Response AnalysisAnalyzing the Data: Response Analysis
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
Reports that Matter
• Tied to business goals– Are we making money?– Is the sales team happy?
• Enable decision making– What can I change to improve results?– What products should I lead with this week?– Am I seeing a shift in customer preference or
behavior?
• Timed to business need
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@OtherEinstein & @ddayman
Are Opens & Clicks Valuable?
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@OtherEinstein & @ddayman
Allow Customers to tell you…
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@OtherEinstein & @ddayman
Mining for Behavioral Data
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@OtherEinstein & @ddayman
Analyzing the Data: Deliverability AnalysisAnalyzing the Data:
Deliverability Analysis
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@OtherEinstein & @ddayman
Deliverability?
• Rendering reports?
• Bounces? Codes?
• Low response?
• SPAM Traps?
• Blacklists, etc.?
• Seeded inbox rates?
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@OtherEinstein & @ddayman
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@OtherEinstein & @ddayman
Deliverability Insights
• Are our subscribers fatigued?– Which subscribers are engaged?– The impact of frequency.
• Are certain sources spammy?
• This message type is less welcome.
• Formatting takes a toll.
• Risk assessment: Active subscribers are most active complainers.
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@OtherEinstein & @ddayman
Lessons LearnedLessons Learned
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@OtherEinstein & @ddayman
Data is Your Friend
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@OtherEinstein & @ddayman
Just get started!
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@OtherEinstein & @ddayman
Focus on the Business
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@OtherEinstein & @ddayman
Lather, Rinse & Repeat
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@OtherEinstein & @ddayman
Don’t try to Boil the Ocean
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@OtherEinstein & @ddayman
Thank you!