Upload
lyris-inc
View
29
Download
1
Tags:
Embed Size (px)
Citation preview
Manage your List to
Maximize Revenue
© 2015 Lyris | 2 |
Today’s Speaker
Join the discussion on Twitter #Lyriswebinar
Evan Burke Global Head of Deliverability
Lyris, Inc.
© 2015 Lyris | 3 |
Key Email Marketing Pain Points List Growth and Maintenance
© 2015 Lyris | 4 |
Deliverability Basics
Ideas for List Building
Publisher Considerations for List Management
Agenda
Deliverability Basics
© 2015 Lyris | 6 |
Understanding Spam Filter Behavior
What’s the best way to determine whether a mail is spam?
Ask the person receiving it.
Or, more broadly speaking: ask all of
the recipients receiving it.
© 2015 Lyris | 7 |
Spam Filtering – Key Metrics
Hard bounce rate
Spam complaints
Engagement (opens, clicks)
Messages reported as ‘not spam’
© 2015 Lyris | 8 |
Spam Filtering – email configuration
From / Reply address
Authentication (DKIM, SPF, DMARC)
Domains used in messages
Links
Image URLs
“Envelope-From” / Return-Path
Sending IP address
© 2015 Lyris | 9 |
Configuration benefits
There are a few key ways this benefits your deliverability:
Greater control over your sending reputation
Helps ensure you won’t be affected by third party messages
ISPs recommend many forms of configuration
Enables use of certain feedback loops
Reduces susceptibility to reputation hijacking
© 2015 Lyris | 10 |
The state of spam filtering
The secret to good deliverability:
Send email that people
want to receive.
That’s not so tricky, is it?
© 2015 Lyris | 11 |
Managing metrics
Key ways to keep metrics in line include:
No surprises
Recipients should expect your mail
Know who you are and why you’re emailing them
Keep the email relevant to the recipient
Establish a lifecycle program for recipients
Welcome message
Drip campaigns
Sunset policy
List Building
© 2015 Lyris | 13 |
The first rule of sending to a purchased list is:
Do NOT send to a purchased list
© 2015 Lyris | 14 |
Why are purchased lists bad?
Data quality issues / spamtraps
High spam complaints
High hard bounces
Unexpected / unwanted mail
These translate to deliverability issues – sometimes irreparable.
Would you take a 20% drop in deliverability for up to 2 months – or
sometimes more - for the short-term benefit you might get from a
purchased list?
© 2015 Lyris | 15 |
Improving the sign-up form
Problem:
Lost sign-ups due to complicated sign-up forms
Can affect both B2B and B2C
Solution:
Use a hybrid approach to acquiring an email address
Get the address first
Ask for additional detail after you have the email
Use automated follow-up if details are missing
© 2015 Lyris | 16 |
Other Options
Pop-up Subscription Forms
© 2015 Lyris | 17 |
Make your sign-up obvious
© 2015 Lyris | 18 |
Be Descriptive Tell potential subscribers exactly what you
plan to send them and how often.
© 2015 Lyris | 19 |
Capture subscriber details directly in Facebook.
Social Media: Facebook sign-up
© 2015 Lyris | 20 |
Social Media: Twitter Lead Gen Cards
Outdoor gear and apparel
company Rock/Creek
(@RockCreek) were able to
capture over 1,700 new email
addresses in less than a week.
Twitters Lead Gen Cards allow
you to capture email addresses
through promoted tweets.
© 2015 Lyris | 21 |
Don’t neglect recipients after sign-up
Effective email list building has three key components:
1. Where and how you acquire the email addresses
2. How you welcome each new email subscriber
3. How you manage the relationship after the email opt-in
Publishers Considerations for List Management
© 2015 Lyris | 23 |
Key challenges
Lots of lists to manage, often from different sources
Multiple marketing managers, with many responsibilities
outside of email
Lack of centralized list management
Incomplete best practices, particularly in the area of
deliverability infrastructure
Lower sending frequency can increase invalid rate
© 2015 Lyris | 24 |
What do these lead to in practice?
Increased hard bounces
Widely varying sending reputation across lists / marketing
managers
Actions of one marketing manager – or quality issues with
one list – can impact deliverability for the entire
organization
Inconsistent application of best practices
© 2015 Lyris | 25 |
Solutions:
Centralize list management
If an address hard bounces for one list, remove it from others.
Consider doing this with spam complaints/unsubscribes as well, based on business needs
Define best practices for:
List management
List acquisition
Deliverability infrastructure
Activity segmentation
Lifecycle programs
© 2015 Lyris | 26 |
Solutions continued…
Train marketing managers on processes and best practices
Design and implement policies for isolating accounts, where appropriate:
Separate sending IPs
Separate domains
Regularly review performance and configuration of each list/account with an eye towards reputation
Lyris’ DeliveryView consulting services can help you build policies and practices for optimizing deliverability.
© 2015 Lyris | 27 |
Questions?
© 2015 Lyris | 28 |
Trusted email marketing solution for some of
the world’s largest B2C and B2B publishers,
and media and entertainment companies
How Lyris Can Help
© 2015 Lyris | 29 |
Free Marketing Guide:
A link to our guide, Publishers How-To Handbook for Managing &
Optimizing Email Deliverability, will be provided
in our “thank you” email.
FOLIO Survey Report:
A link to our 2014 Publishers Survey Report, Confronting the Shift from
Print to Digital, will also be provided
in our “thank you” email
Continue the discussion:
Twitter: #LyrisWebinar
Thank You For Attending