eROI Days Email Agency » Return Path http://eroidays.com Web Design + Email Marketing Agency, Email Design, eROI, eROI Days Blog, Email Marketing Strategy, Email Inbox Blog, email days, interactive agency culture, email marketing blog, Funny Email, viral marketing, Spam Archive Fri, 04 Mar 2011 14:25:04 +0000 en hourly 1 http://wordpress.org/?v=abc http://eroidays.com http://eroidays.com/wp-content/themes/eroidays/images/favicon.ico eROI Days Email Agency The Secrets of Email Deliverability Unveiled (Part I) http://eroidays.com/2007/02/08/the-secrets-of-email-deliverability-unveiled-part-i/ http://eroidays.com/2007/02/08/the-secrets-of-email-deliverability-unveiled-part-i/#comments Thu, 08 Feb 2007 20:55:36 +0000 Ryan Buchanan http://eroidays.mu.eroi.com/2007/02/08/the-secrets-of-email-deliverability-unveiled-part-i/ 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
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