Marketing Automation

The Sender’s Guide to the Inbox

Paul MidgenVP Engineering, 250ok.com

How to get inbox delivery at any modern

ISP.

Receiver Reality

Spam

Non-Spam

Sender Mythology

* Avoiding certain words.* Sending on Tuesdays.* No more than 3 images!* Not sending on Tuesdays.

Block TablesGlobal Filter(s)

Inbox

Potential spam messages remaining: 100%.Inbound Mail

Classical ISP Infrastructure

Block TablesGlobal Filter(s)

Inbox

Personal Filter

Potential spam messages remaining: 100%.Inbound Mail

Modern ISP Infrastructure

The Secret to the Inbox

Segment traffic by typeSend promotional and transactional traffic from separate IP addresses.

Authenticate everythingUse SPF, DKIM, and DMARC to ensure your messages can be linked to you and you have access to reporting.

Personalize ContentTrack recipient behavior, using data on what they browse, read, and share to create a highly relevant message.

Personalize DeliveryTrack the times, devices, and locations users engage with your content and use those factors to optimize delivery to the right device and format.

Suppress, Suppress, SuppressComplaints, unsubscribes, and bounces are opt-out signals. The absence of signal is an opt-out signal. Stop communicating with customers who aren’t engaging with you.

Thank you; enjoy the conference!

Let’s chat!pmidge@250ok.com@pmidge