O Futuro do Email - RD Summit 2014

SendGrid

RD Summit ‘14The Future of Email is Deliverability Pedro Sorrentino – Ecosystem & Latam Growth – SendGrid

@pedrosorren

Pedro @ sendgrid.com

2

Obrigado!

& Introduce yourself to your neighbor =)

Tell Me More About You

About me

@pedrosorren

SendGrid exists to make email simple

of the world’s wanted email

does NOT reach the inbox

20%

SGA | 2014

Delivering 16+ billion emails per month

for 180,000+ customers

# 1 & 65%

20%

8%

7000+

Delivery Flow

SGA | 2014

Sender Recipient

Email content passed to

SendGrid via API or SMTP

Email delivered to

recipients’ inboxes

Analytics captured by SendGrid and

passed back to customer

SendGrid

processes and

queues email

What REALLY matters to you?

GET to the INBOX.

Be Personal.

Make $$$$!

Is Email Dead?

150 Billion emails a day

Global Email Volume=

2.3 Billion + Avg Inbox has 8024 messages!

How many active inboxes?

“A good definition of the web might be, “the stuff you can find by searching it.” Google says the web contains 30 trillion unique URLs. The average web page contains 96 of those objects, and is 1.6 megabytes in size. That puts the size of the indexed web at around 512 petabytes.

So, email is about 3x the size of the web (based on average size of messages)

Via https://medium.com/@raindrift/how-big-is-email-305bbdb69776

Email is still a BIG deal.

Best Practices to WIN, BIG.

Breakdown the Perspective as a

Sender vs a Receiver

• Put your self in the perspective of the

Sender

• We tell customers to send less all the time

• We fire bad senders

Top ISPs

What do ISPs Want?

Wanted Email.

Why Should I care what ISPs want?

How Much Spam?

69.9% total = 103 Billion a day

Seu domínio pode ser prejudicado àlongo prazo

Não é simples recuperar a sua reputação

A comunidade de abuso é pequena.

O que eles procuram nos seus

emails?

Palavras e o tamanho das imagens

Authentication

Use a Valid From Address

DO NOT SPOOF!

Volume de Envio

Clicks & Opens

support@mycompany.com

How do ISPs Monitor Email

Performance?

Unsubscribe & Sunset Policies

True or False?

• Sending more mail makes you more

money.

Engagement:

Quality vs. Quantity

• More email does not equal more money

• Non engagement affects your

deliverability

• Sending the right message to those

engaged and another to the less

engaged is the key

Positive Engagement

• Opens

• Clicks

• Reply to

• Priority inbox

Negative Engagement

• Unsubscribes

• Mass deleting emails

• Spam reports

• No engagement

EngagementEmail Engagement.

Temptations

Purchased Lists

Automatic sign up

Inviting friends via the address

book

Looking Forward

DMARC

Opportunistic TLS

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 crucial success in the

future

• Domain Reputation - automated

• Blackbox – hello? No one is 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

Dripped Campaigns / Optimization

In Product Database Integration

The Web Inside the Inbox

Content

Frequency

Lots of Content at Once (Monthly Newsletter)

You don’t want to be here

Core Product Notifications(Dripped Campaigns,

Activation Based on User Behavior)

Pure Transactional Emails(Sign up Confirmation, Password Reminders)

Content

Frequency

Vero

Apostle.io

Dripped Campaigns

Core Transactional (IaaS)

Traditional Newsletters

Key Takeaways

• Right Message

• to the

• Right Person

• at the

• Right Time

• with the

• Right Frequency

Thanks! / Questions?

pedro@sendgrid.comSendgrid.compedrosorren.com@pedrosorren