B2B Email Deliverability Panelists Stephanie Miller, Return Path, - - PowerPoint PPT Presentation

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

rated ‘Very Important’

• Next to relevancy,

email deliverability the top challenge to email campaign effectiveness

49% 51% 52% 55% 56% 83%

Legitimate email perceived as spam Getting opt-ins to email list Measuring and proving ROI of email Integrating databases with email systems Email deliverability Relevancy of email content

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

improve deliverability

• Other tactics included

adopting authentication, reputation accreditation, double opt-ins

25% 26% 34% 40% 67%

Switched from shared to dedicated IP address Switched from in-house to ESP Used delivery monitoring solution Stopped using non-permission lists Modified email template

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

95% 85% 37% 7% 4%

Acceptability of permission-based messaging

Source / Methodology: ExactTarget Channel Preference Survey / Fielded Feb 2008, N=1,555

• How do differences in B2B and B2C

email impact permission?

• Is it easier to ask forgiveness than get

permission? (Using opt-out or pending

• pt-in lists)
• Is permission the same as relevancy?
• Audience questions and insights?

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