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Editor's Notes

• #2: Today, we’re going to talk about reaching optimal inboxing rates. More specifically, we’re going to talk about doing that through implementing 3 easy steps your existing email program.
• #3: Here’s our agenda – I will VERY briefly explain what inboxing is it, as I’m sure you know this already. Then I’ll go through the three steps we’ve implemented for a variety of clients, as well as internally, to achieve that 100% inboxing.
• #5: Inboxing, to me, is arguably the most important component of a marketer’s mailing program. While I realize this statement is somewhat controversial, let me explain. Even if an email is bad from the get-go, every facet of it can be significantly improved through testing – from subject line, pre-header text, to creative, offers, and incentives. However, none of these improvements through testing can take place without the email actually making it to its intended recipient’s inbox. Similarly, even the most carefully crafted email becomes irrelevant and ineffective if it’s never seen by the subscriber.
• #6: So, here are some of the most important factors in achieving optimal inboxing. Clean subscriber data is vital, since invalid or inactive email addresses raise flags with Internet Services Providers and hinder deliverability. That’s a given. Interestingly, that’s also the only ‘inboxing pillar’ that is not part of your mailing program.
• #7: So, three quarters of the pillars of inboxing (subscriber engagement, predictable mailing volume, and consistent message frequency) are dependent on how you execute your mailing program is set up and executed. The reason why these three components are key to optimal inboxing is that all of them are used by Internet Service Providers when determining whether your email makes it to your subscriber’s inbox. ISPs require all three to allow your message into their users’ inboxes.
• #8: Keeping that in mind, we’ll go through the ‘before’ and ‘after’ snapshots of Yesmail’s own program
• #10: To use the great metaphor I heard from Jason – THIS is what happens when you only mail from one domain – a single block or an issue at any ISP can prevent every single message you send from getting delivered. If detected, this type of issue can last for hours, days, weeks. And I say “IF”. Unfortunately, many marketers do not proactively monitor deliverability so blocks and blacklistings can go undetected for months.
• #11: With that in mind, these are the changes we implemented to our existing program. We determined the message frequency we wanted, and in order to accommodate it, we introduced a 2nd Thought Leadership campaign which combined previously published resources on the same topic, into a single, themed email in the spirit of a ‘resource library’. This approach allowed us to still promote new content but also maintain a consistent mailing frequency that did not raise flags with ISPs. In addition, we introduced two types of triggered messages – a Welcome Series and a Content Survey series – to promote engagement with the brand. We added further segmentation to discern our most engaged subscribers from our lesser engaged subscribers and added a second domain to cater to each subscriber segment. What we effectively did was give ourselves flexibility in case a deliverability issue occurs
• #12: Going back to the road metaphor, what we did was build another road.
• #13: We deployed both types of Thought Leadership campaigns through both domains since we wanted to reach both subscriber segments – the engaged one and the lesser engaged one. Logic would dictate that our secondary domain, sending to our lesser engaged segment would perform worse and will inbox at a considerably lower rate, right? Wrong.
• #14: And this is why. What do these two campaigns have in common?
• #16: To go into just how comparatively both domains performed in terms of inboxing, here are the results
• #18: Just to be clear, I am, by no means, saying that this is the end-all-be-all deliverability strategy. But what I do want to emphasize is that this 3-step approach was executed in less than a month, and achieved results instantly. In the busy holiday season, when brands are short on time and resources, this could be the type of fix to improve inboxing, engagement, and overall email marketing ROI for the final quarter. Average open rate: 35.1% vs 25.9% (35% INCREASE) Average click rate: 10.0% vs 7.82% (28% INCREASE)
• #19: To go into just how comparatively both domains performed in terms of inboxing, here are the results
• #20: Here’s our agenda – I will VERY briefly explain what inboxing is it, as I’m sure you know this already. Then I’ll go through the three steps we’ve implemented for a variety of clients, as well as internally, to achieve that 100% inboxing.