Mounting the New Challenges of B2B Email Deliverability Panelists Stephanie Miller, Return Path, @StephanieSAM Dennis Dayman, Eloqua, @ddayman Jared Hansen, Hewlett Packard, @hpnews Moderator Sergio Balegno, MarketingSherpa, @SergioBalegno
Mounting the New Challenges of B2B Email Deliverability • Goal of session is to interactively address the factors that impact B2B inbox deliverability • How we’ll proceed: – Present research on the state of deliverability – Panel discusses problems/solutions for each factor – Audience asks questions and/or shares insights – Next factor
Deliverability: A Challenge to B2B Email Effectiveness • Chart: B2B challenges Relevancy of email 83% rated ‘Very Important’ content • Next to relevancy, Email deliverability 56% email deliverability the top challenge to email Integrating databases 55% campaign effectiveness with email systems Measuring and 52% proving ROI of email Getting opt-ins to 51% email list Legitimate email 49% perceived as spam Source / Methodology: MarketingSherpa Email Marketing Benchmark Survey / Fielded Aug 2009, N=1,493
Deliverability Changing for Better and Worse • Chart: Are deliverability issues improving or worsening? • Deliverability issues are improving for twice as many organizations as worsening
Efforts to Improve B2B Deliverability Continue • Chart: Tactics used to Modified email 67% improve deliverability template • Other tactics included Stopped using adopting authentication, 40% non-permission lists reputation accreditation, double opt-ins Used delivery 34% monitoring solution Switched from 26% in-house to ESP Switched from shared to dedicated 25% IP address Source / Methodology: MarketingSherpa Email Marketing Benchmark Survey / Fielded Aug 2009, N=1,493
Deliverability Issues for Panel Discussion and Audience Questions / Insights • Factors that impact B2B inbox deliverability – Permission: easier to get than forgiveness? – Privacy: relevant laws and privacy concerns – Target audience: small vs. large business – Mobile and desktop clients: the last mile
Factor: Permission Acceptability of permission-based • How do differences in B2B and B2C 95% messaging 85% email impact permission? • Is it easier to ask forgiveness than get permission? (Using opt-out or pending opt-in lists) 37% • Is permission the same as relevancy? • Audience questions and insights? 7% 4% Source / Methodology: ExactTarget Channel Preference Survey / Fielded Feb 2008, N=1,555
Factor: Privacy • What are the new hurdles around intrusion and privacy? • What is the FTC targeting and will they target me? Examples? • Privacy best practices? • Audience questions and insights?
Factor: Target Audience Size • Is there a perfect B2B target size? • What’s advantage/disadvantage of target size in deliverability? • How should I be segmenting and managing those segments? • Audience questions and insights?
Factor: Mobile and Desktop Clients …the last mile • Is mobile more about rendering than deliverability? • Are emailers sending webpages to inbox regardless of mobile or desktop client? • What are the trends and best practices in mobile delivery? • Audience questions and insights?
Credits/Thank You Big Thanks to our panelists: • Stephanie Miller, Return Path, @StephanieSAM • Dennis Dayman, Eloqua, @ddayman • Jared Hansen, Hewlett Packard, @hpnews Sergio Balegno, MarketingSherpa @SergioBalegno Sergio.Balegno@MarketingSherpa.com
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