Getting off the Blacklist: How a publishing company cleaned and optimized its database to increase online revenue 8% Session Title LA LAZ TYREKIDIS IS Digital Marketing and Audience Director Metropolis International Group
Laz Tyrekidis Digital Marketing and Audience Director Metropolis International Group
Metropolis is In International l Group • 31 31 Brands Business ‒ Property Week, Electronics and Business Weekly, Motor Trader, Consumer Software What Mortgage, AV Magazine, etc. Media • 35 350 0 St Staff Reward • 7 7 Offices and Loyalty ‒ 5 UK, 1 Ireland, 1 U.S. Programs 3
Bla lacklist • Email servers got blacklisted – All email activity was suspended ‒ IP address was listed on an anti-spam database (e.g., SORBS, SpamCop) ‒ Low Sender Score levels <40 ‒ Email opens reduced; higher bounce rates % Status St Cam ampaign Nam ame Em Emai ails Se Sent Em Emai ail Disp Displays Ope pen Ra Rate % Em Emai ail Bounces Bounce Ra Rate % Non-Blacklisted EW-1409 Solus 5,446 1,587 29.14 29 .14% 81 1.49 1.49% Blacklisted EW-1433 Solus 3,791 299 7.89 7.89% 395 10.42 10 .42% 4
IP IPs and subaccounts • Allocated 24 brands into: ‒ 34 Subaccounts ‒ 10 IPs ‒ 10 Domains Em Email l Volu olumes (f (for or an an example le IP) IP) Before After Week 1 Week 2 Week 3 Week 4 5
Database cle leansin ing Non on-Clean Email il Addresses • Clean Email Addresses: Invalid & Bad MX Invalid and bad MX 98.02% No-replies No replies ‒ Reduced bounces Spam Traps Spam traps ‒ Improved deliverability 3% 3% 11% 11% ‒ Excellent Sender Score 2% 2% • Non-Clean Email Addresses: 1.98% 84% BOUNCED 6
Sender Score • Sender Score: 96% 96% Sender Sc Sen Score • Reputation measures 100% 98% ‒ Blacklists and complaints 96% ‒ Infrastructure 94% ‒ Message filtered and sender rejected 92% ‒ Spam traps 90% • Versus regional trends* 88% ‒ U.S. — 66.93% 86% ‒ Australia — 55.79% 84% ‒ UK — 50.75% 82% ‒ France — 47.43% 80% IP1 IP2 IP3 IP4 IP5 IP6 IP7 IP8 IP9 IP10 ‒ China — 35.56% *The Return Path Sender Score Benchmark Report 2014 7
Lis ist segmentation 5% • Types of email campaigns Digital Magazines 18% ‒ Editorial newsletters ‒ Marketing campaigns Third Party ‒ Events/exhibitions Partners ‒ Third party from selected partners 6% Events ‒ Digital magazines 62% • Types of content 9% (Electronics Weekly) Editorial Marketing Newsletters - Gadget news - Android news - Raspberry Pi news - Products comparison 8
Email il Opt-in Campaig ign • Reached inactive contacts: ‒ Audience who haven’t opened or clicked any of our email campaigns in the last six months • Tru rust: Take use of data and your privacy very seriously • We Are Changing: Amend your preferences ‒ Edit contact details ‒ Update newsletter lists 9
Email il Templa lates: Before Desktop Mobile Right sidebar 10 Not mobile responsive
Desktop Mobile Email il Templa lates: After • Clean HTML and CSS Code • Fresh design • 100% mobile responsive Open Rate 30.00% 25.00% 22% 20.00% 15.00% 10.00% 5.00% 0.00% Before After 11
Send tim ime opti timizati tion • Stats from January 2014 – September 2014 • 3,500 email campaigns • Send Time: 7 a.m. – 10 p.m. • UK audience Third Best Slot 11:00 Second Best Slot 17:00 Best Slot 13:00 12
Subje ject lin line optim imization • A/B split testing Open Ra Ope Rate 24.50% • Daily newsletter 24.00% • Prefix testing 23.50% 23.00% ‒ “Top Story:” 22.50% ‒ “Don’t Miss:” 22.00% ‒ “Latest News:” 21.50% ‒ “Daily News:” 21.00% ‒ “Daily Bulletin:” 20.50% 20.00% Top Story Don't Miss Latest News Daily News Daily Bulletin Open Rate 13
Preferred Methods of of Communicatin ing With ith Companie ies When Away Fr From Computer Print ads 47% Email on my smartphone 37% Radio ads 24% Text message 20% Billboards 17% None 15% In-person conversations 15% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% N = 2,021 Source: MarketingSherpa Consumer Purchase Preference Survey 14
Preheader optimiz ization HP to shed another 25-30,000 jobs Second-most popular story Just in: US government funds online data security projects Prefix Breaking news from Electronics industry Default snippet Symbol Just in: US government funds online data security projects No snippet 15
Preheader optimiz ization Open Rate 25.00% • A/B split testing 20.00% 30% • Treatment 15.00% 10.00% ‒ Second most popular story 5.00% ‒ Prefix 0.00% ‒ Default snippet No Snippet "Just In" Prefix ‒ ASCII symbols Clickthrough Rate ‒ No snippet 4 3.8 3.6 17% 3.4 3.2 3 2.8 No Snippet "Just In" Prefix 16
Results (May 2014 – March 2015) 60% increase in email opens 90% increase in traffic coming from the email campaigns into the brand websites 8% increase in online revenue 17
Top takeaways • Always think about your audience and what they want to receive. • Use testing and optimization to learn about your audience. • Continually test as the market changes. 18
Thank You Laz Tyrekidis @laztyrekidis
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