Slides from Andy Thorpe's Deliverability webinar in March 2011

1. Deliverability The myth The facts Your control

3. What are you measured on

4. How are you measured?

5. What can you do

8. One giant image

9. Spammy keywords

12. Domain

13. Prefix

15. Marked as spam

16. Re-email marked as spam

17. Feedback loops

18. Spam traps

20. Clicks

21. Safe List

22. Replies

24. Common mistakes Get their name wrong with your personalisation Pretend a cold email is not a cold email Be dishonest in the subject line or from name to get the open Make an email that recipients are unable to read Assuming permission

25. Engagement Measure engagement > segment and target

27. Prospect

28. Lead

29. Customer

30. Fan

32. Tell them what to expect

35. Take out zombies

36. From address & From name matches your brand

37. Preheader with the reason for email, external view and optional opt-out link

38. Top third preview pane friendly

39. Footer has legally required company registration details.

41. Why recipients might complain

42. Why addresses might hard bounce

43. Empathise with recipients

44. Segment based on engagement

45. Optimise creative for rapport

46. Welcome plans

48. ISPs treat your inbox placement like a credit rating

49. Make sure the creative is inbox ready

50. Focus & segment on engagement levels and rapport stages

51. Welcome people to your lists

52. Capitalise on the momentum of engagement

53. Reward engagement

55. Questions & Answers Thanks for listening! Andy Thorpe Please ask me lots of questions! Continue the conversation after this Q&A: Email me: andy.thorpe@pure360.com