B2B Deliverability in a B2C World
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RentPath conducted a deliverability audit that found issues with their infrastructure, bounces, blocking, and content that could impact email delivery. They implemented corrective actions like moving to a dedicated IP, establishing DMARC, updating documentation for whitelisting, and ongoing testing. These actions improved RentPath's overall delivery rate from 96% to over 99% between August and December 2014. The presentation also discussed differences in B2B versus B2C deliverability best practices.
B2B Deliverability in a B2C World
- 1. B2B Deliverability in a B2C World Chris Arrendale (@arrendale) - Inbox Pros Nancy Harris (@nancydharris) - Salesfusion Tracy Dodd (@trdodd) - RentPath
- 2. RentPath Tracy Dodd, Director, Performance Marketing
- 4. Deliverability Audit - Findings Infrastructure Bounces Blocking at key properties Content and coding Reputation
- 5. Deliverability Audit - Action Plan Translate audit findings into corrective actions Implement fixes Ongoing monitoring, testing and support
- 7. Infrastructure Salesforce Marketing Cloud/ ExactTarget Missing header information Authentication issues Property to property From: blocks Rate limits and connection settings
- 8. Bounces and Filtering Poor email address collection practices Filtering and blocking by rental property contacts Block type % of total blocks Hard bounce 62.80% Block bounce 19.15% Technical bounce 9.10% Soft bounce 5.63% Unknown bounce 3.31% Jan-April 2014
- 9. Content
- 11. Infrastructure Leadmail program moved to its own dedicated IP address DNS updates for DKIM/SPF List-header unsubscribe added to header DMARC established
- 12. Bounces and Filtering Blocks at ISPs and corporate filtering removed Ongoing monitoring established Updated document for whitelisting to include all IP addresses and sending domains Process put in place to call properties to unblock and add to whitelist
- 13. Content Addressed B2B specific content blocking issues, including URL blocks Broken HTML issues remedied Links for hosted images updated to custom domain branding Text versions revised to match HTML Ongoing content testing established for new templates deployed
- 14. Whitelisting Concierge Team Superstar Julie Provide documentation surrounding whitelisting when signing up properties
- 15. Overall B2B Deliverability 96.00% 96.50% 97.00% 97.50% 98.00% 98.50% 99.00% 99.50% 100.00% AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER OVERALL B2B DELIVERY RATE - 2014
- 16. Open and Click Rates 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% August September October November December OPEN AND CLICK RATES - 2014 Open Rate Click Rate
- 17. Bounces 0 10000 20000 30000 40000 50000 60000 70000 80000 June July August September October November December Soft Bounces Hard Bounces Total Bounces
- 18. Filtering Data
- 19. B2B deliverability in a B2C world. Same game, different rules.
- 20. B2B Deliverability in a B2C World Infrastructure Use sending subdomains, not corporate domain Focus on B2B rate limits, limit volume sent to corporations Feedback Loops specific to B2B (Rackspace, OpenSRS, Zoho)
- 21. B2B Deliverability in a B2C World Infrastructure Authentication (SPF, DKIM, DMARC) Set up and monitor abuse@ and postmaster@ email accounts for your email sending domain Include list header unsubscribe
- 22. B2B Deliverability in a B2C World Content Keyword filtering can play a big role Include matching HTML and plain text versions Host images locally, not on shared hosting sites Dont use URL shorteners (bit.ly, goo.gl) Pay attention to your bounce logs for URL blocks or content blocks Test, test, test
- 23. B2B in a B2C World List B2B frequent job changes create high email address abandonment Validation Accept All Permission/collection methods Opt-in checkbox List Hygiene Unsubscribe and Preference centers
- 24. Questions?
- 25. Thankyou! @arrendale @nancydharris @trdodd Chris Arrendale CEO & Principal Deliverability Consultant, Inbox Pros chris@inboxpros.com B2B Deliverability in a B2C World Nancy Harris Sr. Deliverability Manager, Salesfusion nancy.harris@salesfusion.com Tracy Dodd Director of Performance Marketing, RentPath tdodd@rentpath.com
Editor's Notes
- #3: Overview of Apartment Guide and Rent.com History of Email program Deliverability Challenges ****Leadmail, newsletter, SERIES OF MESSAGES (((?)) -Challenges (Tracy) -Blocks ISP level and Corporate filtering -Hard bounces -Spam foldering -Poor data hygiene outdated contacts, poor data collection Tracy can you discuss why you were looking into deliverability what caused you to want to dig into your deliverability metrics, etc?
- #5: Technical infrastructure - missing DKIM, SPF, DMARC, Authentication Bounces hard and soft bounces List hygiene HTML issues Complaints and poor reputation
- #8: Two dedicated IPs sending from one From: domain Missing header List unsubscribe SPF and DKIM records were not complete No DMARC Part of an action plan to have a database of Sending IPs and Sending domains to measure for completeness. Property to property From: - using Personal email addresses similar to FTF. Failing DMARC at AOL, Yahoo!, etc.
- #9: Getting contracts from Sales reps, entering in email addresses by hand. Data collection was poor. ACCEPT All from Bright Verify Unknown users due to hard bounces SAMPLE: Permanent failure for one or more recipants, sender on block list, Static ban Blocks due to blacklists and blocks. Trendmicro, proofpoint, other corporate spam filters.
- #10: Missing text version B2B specific issues Content filtering URL blocks Image hosting links
- #12: Leadmail program was moved to its own dedicated IP address to separate out traffic. DNS updates were made for DKIM/SPF to allow for authentication List header unsubscribe was added. DMARC setup Property to property From: revised to remove forwarded email address blocks/bounces due to DMARC policies Keep track of all sending domains an IP addresses.
- #14: Font tag issues, DIV tag issues, misaligned txt version with HTML
- #15: We worked with Asher and Julie on updating the Whitelisting document and that team sends out the instructions to Network Admins. The bounce reports show which properties are blocking them, along with the bounce details. Julie, and others, call the properties that are suddenly blocking their mail from them. The majority of these properties whitelist RentPath.
- #16: Delivery August 97.48% September 99.02% October 99.35% November 99.60% December 99.80%
- #17: Open Rate Click Rate August 17.28% 1.16% September 23.55% 4.83% October 28.70% 5.35% November 28.40% 6.10% December 32.20% 6.80%
- #18: Soft Bounces Hard Bounces Total Bounces June 36,625 28,798 65,423 July 31,414 37,250 68,664 August 21,819 33,069 54,888 September 19,856 24,021 43,877 October 21,716 23,636 45,352 November 40,041 19,122 59,163
- #19: High spam percentages until our program recommendations were implemented. Note the downward trend of spam foldering percentages.
- #25: Database of sending domains and IP addresses Set up and monitor abuse@ and postmaster@ email accounts for your email sending domain. Always generate and verify the plain text version before sending. Review bounce logs for bounce details and trends. Set up and authenticate all outgoing email with SPF, DKIM & DMARC. Send to those recipients that are expecting your emails. Test, test, test creative. Monitor reports for dips and trends.