Expert Masterclass: 250OK
Deliverability & the holistic story marketers need to understand for better inbox placement (with 250OK)
For our very first E-telligence Masterclass it is my absolute pleasure to be joined by Matthew Vernhout from 250OK
Matt’s email experience spans more than 17 years, during which he has faithfully advocated for the channel through refining email marketing and privacy best practices, influencing anti-spam legislation and compliance, and managing ISP expectations.
During the interview, Matt was kind enough to share some fantastic insights with us around one of my favourite subjects – deliverability!
Matt and I discuss:
- The distinction you need to make between delivery rate and delivered rate (Inbox Placement Rate – IPR)
- How 250OK helps you to monitor your delivered rate
- The biggest changes seen in filtering over the last 18-24 months; IP vs. domain-based reputation
- Legal regulations from around the world
- The main elements of email authentication you need to implement to create a solid email sending infrastructure
- What to do when you see deliverability warning signs occurring and fix issues
Watch on Youtube
Listen on PodBean
(Google link coming soon)
250OK are an email intelligence platform providing additional services and analytics on top of those in your Email Service Provider (ESP) including Inbox Placement Rate monitoring, analytics, DMARC services, a signal network monitoring spam traps and a number of consulting services to help you understand potential pitfalls in your program or solve domain specific deliverability issues.
Deliverability and your Inbox Placement Rate
Making sure that your emails get delivered and then through to the inbox is a critical part of email marketing and a key area that we also focus on with our clients at eFocus Marketing when working on improving their results and ROI from email marketing.
It doesn’t matter how fantastic your campaigns are if you’re not getting them in front of your audience!
But getting your emails into the inbox can be a complex beast with lots of elements. The first distinction to make is between delivered and inbox placement rate.
Your delivered number is the number you’ve sent minus your soft bounces (temporary failures), hard bounces (permanent failures) and blocks – those that have been stopped by the filters at this first level. So basically, any emails that make it through the first Mailbox Provider Gateway that don’t trigger an SMTP error message back to you for these reasons. You’ll see this number reported in your ESP.
Inbox placement rate is the number of your emails that actually make it through to the subscriber’s inbox as opposed to the junk folder, or going missing (which can still happen even after being reported as delivered!).
Your Sender Reputation is made up of many different factors including list hygiene, how you process complaints, inactive user levels, the number of spam traps you hit, and having consistent send volumes, but one of the foundational factors is how your sending infrastructure is put together and authenticated to prove who you are as a sender.
Microsoft and Gmail are two Mailbox Providers that seem to cause many companies the most problems when it comes to getting their emails to the inbox! And these two providers are heavily weighted towards overall and individual subscriber engagement.
Getting to the inbox and staying there is about sending emails that people want to receive – so firstly they need to know they are going to receive your emails and expect them (this starts with your sign up form and properly setting expectations of your programme), and secondly, see content in the emails they receive that interests, excites or inspires them.
You have to maximise your positive engagement (opens, reply’s, forwards, TINS, moving to a folder etc. NOT clicks) and minimise the negative (complaints, deleted without reading).