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The Secrets of Email Deliverability Unveiled (Part I)
February 8, 2007
I attended Return Path's Seattle Workshop yesterday and learned a lot more about "Email Strategies that Increase Deliverability and Response" than I expected. They even had a guest speaker from Microsoft Hotmail (now branded Windows LiveMail) - Product Planner Brian Holdsworth who shed light on Microsoft's deliverability strategies. Apparently, over 50% of email browser use is MS Outlook, so maybe we should listen to what he has to say.
Here are my notes from the event (Return Path speaker):
Large ISPs getting significantly more email volume each day - recently showing 7.4billion emails per day.
What is Email Reputation?
1. Complaints (Informal)
2. High Unknown Users (unclean list)
3. Spam Traps (spamcop.com and other types of spam-catching email addresses)
4. Sending Infrastructure (IP address must be clean)
5. Sending Consistency (similar daily email volume)
Where you are sending from matters a whole lot more than domain reputation and email content.
Feedback loops are important - automatically unsubscribes people who complain. Added benefit of decreasing complaint rates up to 40% at Yahoo, Hotmail, when feedback loops are implemented by senders.
Strategies to Reduce complaints:
- Welcome email upon subscription
- Link to sample newsletter
- Use double opt-in
- Always respect unsub requests
- Make it very easy to unsubscribe
- Content relevancy is key
- Conduct complaint analysis
Posted by ryan at February 8, 2007 12:55 PM
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