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Apresentação sobre o Futuro do Email, feita durante o RDSummit 2014 em Florianópolis
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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
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
