Navigating the ISP Landscape
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Transcript of Navigating the ISP Landscape
Navigating the ISP Landscape
Amy MustoeDirector of Account Management
June 4 2013
Navigating the ISP Landscape
Top ISPs
What do ISPs Want?
• Best user experience for their customers• To deliver wanted mail• Protect customers from spam
- Spam = Unwanted mail
Why Should I care what ISPs want?
Here are some reasons why• 90% of email is not delivered or
filtered to spam folder• A simple mistake can live with your
brand/domain forever• It is hard to fix a bad reputation• The abuse community is small and
bad sender information is shared
How do ISPs Monitor Email Performance?
Engagement
True or False?
• Sending more mail makes you more money.
Engagement:Quality vs. Quantity
• More email does not equal more money
• Non engagement affect your deliverability
• Sending the right message to those engaged and another to the less engaged is key
Positive Engagement
• Opens• Clicks• Reply to
Negative Engagement
• Unsubscribe• Mass deleting emails• Mark as spam• No engagement
What do I do With Engagement Data?
• Segment your list- Metrics by ISP- Open and click rates
• Win-back campaigns• Identify problems with certain ISPs• Profile your customers
Temptations
Purchased Lists
Automatically Sign People Up
Inviting Recipient’s Address Books
Looking Forward
Reputation:IP vs. Domain
• Reputation tied today mostly to your IP • The trend is moving from preferring IP
reputation to domain reputation
- Gmail is biggest user of domain reputation to date and Yahoo, Hotmail and AOL are quickly moving in this direction
- Making marketing decisions while keeping your brand in mind will be critical for the future
• Domain Reputation - automated• Blackbox - no humans at the
postmaster desk• List unsubscribe – no official
feedback loop• A plus - shares logic for bulked mail
• Feedback loops to report complaints
• IP reputation• Yahoo Bulk Sender Form• Automated engagement
tracking
• JMRP (Junk Email reporting program)
• SRD (trusted users) shapes your reputation
• IP Reputation• SNDS provides tool to monitor
reputation
Key Takeaway
• Right Message
• to the
• Right Person
• at the
• Right Time
• with the
• Right Frequency