Reputation Scoring Key to E-mail Deliverability

Deliverability is the first step to e-mail marketing success. If your e-mail never hits the inbox, all those subject line and content tactics are useless. So why do the top e-mail marketers get a 90% inbox placement rate, while others languish below 50%? A deciding factor is reputation, as measured by a "sender score," according to Return Path's annual "Sender Score Benchmark Report." A sender’s reputation score is a number, calculated from 0–100, that mailbox providers use to evaluate whether or not e-mail sent by a particular IP address is likely to be legitimate and wanted or should be filtered out of inboxes. Return Path's analysis finds that e-mail senders with a reputation score above 90 saw an average of 92% of their e-mails reach the intended recipient, but e-mail deliverability drops to 72% for senders scoring between 81-90 and just 45% for senders with a score between 71 and 80. So how do you get and keep a strong reputation score? A recent post by Krista Barrack, for the sendinblue blog, cites six ways you could be damaging your sender score, starting with e-mail list issues. One common error is collecting invalid e-mail addresses in your house list (often caused by typos, especially from mobile users). These create hard bounces to erode your sender score. A second mistake is using purchased e-mail data where people have no opt-in relationship with your brand and so don't engage or mark your message as spam, hurting your score. That's why, as responsible data brokers, we don't sell e-mail data and instead broker list rentals so messages are sent by the list owner with valid recipient opt-ins. A third house list problem is allowing outdated, unmailed addresses to accumulate and become invalid. To deal with the problem, set up a program of regular communication and hygiene to prune your list frequently. Poor content quality affects sender scores, too. If your e-mail message is not mobile-optimized, is loaded with spam words, is plagued by faulty links, and/or is not relevant or honest, recipients are either not going to open it, will label it as spam or will opt-out. Timing matters, too, and the most common sin is embrace of a spammer's excess frequency. Note that studies show read rates drop with increased weekly frequency--and opt-outs and complaints rise. Finally, watch for spam traps hiding in your e-mail list. These can get you blacklisted! For more detail, go to http://www.acculistusa.com/whats-the-secret-to-better-e-mail-deliverability-your-reputation/

Plan Event Marketing E-mails That Lead the Pack

Event marketers often ask for guidance on event industry response for e-mail campaigns. Now we can enhance data pulled from our proprietary research with Eventbrite's new "2017 Event E-mail Benchmarking Report," comparing survey responses from over 340 event organizers across the U.S. and U.K. for a range of event types and sizes. If you're an event marketer with a fuzzy notion of the basic response measure of click-to-open rate (CTOR), you're not alone. The benchmark report found that 39% of respondents said they didn’t know their average CTOR. That's an ignorance that these event pros need to remedy if they hope to catch up with even average e-mail results. The rest of the U.S. event organizers surveyed reported an average CTOR of 12%. That was higher than their U.K. brethren, who only cited a 9% average, but far behind the enviable 17% in the U.S. who reported a CTOR of 21% or higher! Festivals scored the best average e-mail CTOR (14%), while classes and workshops had the lowest (9%). Event marketers who want to improve CTOR can commit to a number of basic creative tactics for layout, copy, mobile-optimization, and use of engaging images. But as data brokers, we must remind that response is even more dependent on the quality of targeted opt-in e-mail data, whether house or rental lists, and use of professional software and database support for list segmentation, updating and permission management as well as results tracking, testing and analysis. Indeed, regardless of carefully crafted e-mail creative, results measurement and analytics are essential to a direct marketing basic: testing of creative, lists and targeting to find what works best. Automation of event updates and confirmation/thank-you e-mails has also proven its value in maximizing click-through rates and conversions/registrations. And, finally, e-mail gains the most reach as part of a consistently branded, multi-channel effort, including social media and direct mail. For more and a link to the free benchmark report, go to at http://www.acculistusa.com/push-your-event-marketing-e-mails-ahead-of-the-pack/

Ugly Can Outperform Pretty in Direct Mail

"Ugly" direct mail can attract more response than pretty mail. We were glad to see a recent reminder of that from direct marketing consultancy DMCG. It really isn't that surprising, since graphic design is not at the top of the list of mail-response predictors. In order of importance, response is due to audience targeting (the list), the offer, the channel and, at last, creative execution, the blog post notes. That means direct marketers need to put knowledge of their market and copywriting ahead of graphics in crafting pieces. Many marketers get fixated on creative look instead, the post opines, because response-generating copy based on study of audience and value proposition is a lot harder than producing fun graphics, because marketers fail to test creative rigorously or track sales back to creative, and because the volume of content required in the digital age has outstripped the availability of expert copywriters. (We would add, as data brokers, that organizations will fall short with a focus on tweaking graphics over finding, segmenting and testing data to reach the right mailboxes.) DMCG cites a real ugly-beats-pretty example in the success of its inexpensive, homely but official-looking Snap Pack format for clients such as AARP. See the full article at http://dmcgresults.com/direct-marketing-blog/2014/5/23/why-ugly-beats-beautiful-in-direct-mail.html

FTC Keeps Data Brokers in Regulatory Crosshairs

Federal officials are keeping the data brokerage industry in their regulatory crosshairs, and another warning shot has been fired. The Federal Trade Commission (FTC) just issued formal letters to 10 companies, alerting them that they may be violating federal restrictions on the collection and sale of consumers' personal information, reported The Washington Post. The targeted data brokers ranged from firms that compile consumer lists for credit offers to a website helping parents screen potential nannies. The list also includes well-known names in the direct marketing business. The FTC letters follow a broader inquiry into 45 data brokers appearing to market information whose use is restricted by the Fair Credit Reporting Act, which regulates how private companies can use personal information. Individuals are supposed to know when data reports affect their eligibility for insurance, credit or employment, and they are supposed to have the opportunity to correct errors. The FTC last year urged Congress to pass a law forcing the data brokerage industry to disclose its practices. The Post could not confirm whether any of the data brokers receiving letters face a full FTC investigation. Letter recipients were 4Nannies, Brokers Data, Case Breakers, ConsumerBase, Crimcheck.com, People Search Now, U.S. Information Search, US Data Corporation and USA People Search. The story did not name the tenth pending confirmation. For more, see the news story at http://www.washingtonpost.com/business/technology/ftc-warns-data-brokers-on-privacy-rules/2013/05/07/2e152c16-b748-11e2-92f3-f291801936b8_story.html