Deliverability: Building Global ISP Relationships
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Publication is available under Attribution-ShareAlike license https://creativecommons.org/licenses/by-sa/2.5/au/ ---- Acknowledgements must be provided as per the terms. The Creator: Andrew Bonar, emailexpert.org Link to: /mrbonar/ Include reference to the original title of whichever presentation you are utilising Please message me to let me know where you have made use of the content, thanks! ----- Presentation to deliverability professionals at the Email Service Providers Coalition annual meeting at MoFo in Washington D.C 2012
Deliverability: Building Global ISP Relationships
- 1. International ISP Relationships Nature and Nurture Presented by: Andrew Bonar Deliverability Director, Emailvision
- 2. 3 Simple Steps Let us identify the 3 simple steps to establishing relationships, then we can Research move on to nurturing and Step 1 the Market then capitalizing on them Identify Step 2 Goals Establish Step 3 Relationships Copyright Andrew Bonar 2012 2
- 3. Think Global, but Act Local Basics may remain the same: but localise for success How is business done locally, what are the fundamentals of Culture good business manners, local business customs Legislation What are the peculiarities of the local laws and legislation covering email, data and privacy The What business, organizations and individuals are the key Players players locally. Identify the gatekeepers Copyright Andrew Bonar 2012 3
- 4. Finding New Relationships the basics are the same Fundamentals in establishing new contacts Internally, Externally, Virtually Internal Email, Trade Networking Associations & Social Networks all have their place Follow Up Having Established Contact, Follow Up Do not allow your relationships to grow cold, follow up Set Action Set Action Points You need to start doing things together Points Pay it Whats in it for Me Do not ask what the ISP can do for Forward you, but you for the ISP Copyright Andrew Bonar 2012 4
- 5. Establishing Relationship 1. Clear Communication 2. Establish Trust 3. Stay Involved 4. Care for their needs A new relationship with an ISP is like Dating a Girl for the First Time
- 6. Leverage Internal Networks Copyright Andrew Bonar 2012 6
- 7. Leverage External Networks LinkedIn Connect to Professionals at ISPs. Twitter Facebook News and Do not under Individuals estimate the potential Google RSS FEEDS It usually starts Not just old school, use for with a search. discussions lists
- 8. Convergence of ISP TouchPoints Converged offline, online, real world, virtual, established and new Stage 1 contacts Research Twitter, Blogs, Groups Putting it all together Stage4 Stage 2 Second Phone call Follow Ups level of text here Stage 3 Second level of text here Another Point Here And Another SLIDE NEEDS COMPLETING!! 8
- 9. Choose your targets Set your expectations, work systematically Copyright Andrew Bonar 2012 9
- 10. Identify Where Relationships will Impact Most Look at where the largest volumes of mail are going Alternately look at where the largest issues of soft bounces or other Global Sending technical issues are Volumes China Russia Brazil India Copyright Andrew Bonar 2012 10
- 11. CHINA & HONG KONG A new economy and new opportunities Copyright Andrew Bonar 2012 11
- 12. RUSSIA & CIS Too big to be ignored Copyright Andrew Bonar 2012 12
- 13. GOOGLE CHROME Your new best friend Copyright 2012, Andrew Bonar 13
- 14. ISPs By Region How much market share do the top 4 ISPs have in each region Copyright 2010 14
- 15. A recap Identify Targets & Goals Do Your Research Set Expectations Have Patience Follow Up Pay it Forward Copyright 2012, Andrew Bonar 15
- 16. Questions? Comments? Andrew Bonar Facebook.com/mrBonar Twitter: @andrewbonar Skype: Bonarmedia abonar@outlook.com Always happy to connect! Copyright Andrew Bonar 2012 16