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company cleaned and optimized its database to increase online - - PowerPoint PPT Presentation

Nov 20, 2023 377 likes •576 views

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

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Session Title

LA LAZ TYREKIDIS IS Digital Marketing and Audience Director Metropolis International Group

Getting off the Blacklist: How a publishing company cleaned and optimized its database to increase online revenue 8%

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Laz Tyrekidis

Digital Marketing and Audience Director Metropolis International Group

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Metropolis is In International l Group

  • 31

31 Brands

‒ Property Week, Electronics Weekly, Motor Trader, What Mortgage, AV Magazine, etc.

  • 35

350 0 St Staff

  • 7

7 Offices

‒ 5 UK, 1 Ireland, 1 U.S.

Business and Consumer Media Reward and Loyalty Programs Business Software

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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 %

St Status 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 29.14 .14% 81 1.49 1.49% Blacklisted EW-1433 Solus 3,791 299 7.89 7.89% 395 10 10.42 .42%

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Week 1 Week 2 Week 3 Week 4

Em Email l Volu

  • lumes (f

(for

  • r an

an example le IP) IP)

Before After

IP IPs and subaccounts

  • Allocated 24 brands into:

‒ 34 Subaccounts ‒ 10 IPs ‒ 10 Domains

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Database cle leansin ing

  • Clean Email Addresses:

98.02%

‒ Reduced bounces ‒ Improved deliverability ‒ Excellent Sender Score

  • Non-Clean Email Addresses:

1.98%

11% 11% 2% 2% 3% 3%

Non

  • n-Clean Email

il Addresses

Invalid & Bad MX No-replies Spam Traps

No replies Spam traps

84% BOUNCED

Invalid and bad MX

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Sender Score

  • Sender Score: 96%

96%

  • Reputation measures

‒ Blacklists and complaints ‒ Infrastructure ‒ Message filtered and sender rejected ‒ Spam traps

  • Versus regional trends*

‒ U.S. — 66.93% ‒ Australia — 55.79% ‒ UK — 50.75% ‒ France — 47.43% ‒ China — 35.56%

80% 82% 84% 86% 88% 90% 92% 94% 96% 98% 100% IP1 IP2 IP3 IP4 IP5 IP6 IP7 IP8 IP9 IP10

Sen Sender Sc Score

*The Return Path Sender Score Benchmark Report 2014

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Lis ist segmentation

  • Types of email campaigns

‒ Editorial newsletters ‒ Marketing campaigns ‒ Events/exhibitions ‒ Third party from selected partners ‒ Digital magazines

  • Types of content

(Electronics Weekly)

  • Gadget news
  • Android news
  • Raspberry Pi news
  • Products comparison

62%

Editorial Newsletters

18%

Third Party Partners

9%

Marketing

6% Events 5%

Digital Magazines

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  • Reached inactive contacts:

‒ Audience who haven’t opened or clicked any

  • f 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

Email il Opt-in Campaig ign

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Email il Templa lates: Before

Desktop Mobile

Not mobile responsive

Right sidebar

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Email il Templa lates: After

  • Clean HTML and CSS Code
  • Fresh design
  • 100% mobile responsive

Mobile Desktop

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Before After

Open Rate

22%

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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

Best Slot 13:00 Second Best Slot 17:00 Third Best Slot 11:00

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Subje ject lin line optim imization

  • A/B split testing
  • Daily newsletter
  • Prefix testing

‒ “Top Story:” ‒ “Don’t Miss:” ‒ “Latest News:” ‒ “Daily News:” ‒ “Daily Bulletin:”

20.00% 20.50% 21.00% 21.50% 22.00% 22.50% 23.00% 23.50% 24.00% 24.50% Top Story Don't Miss Latest News Daily News Daily Bulletin

Ope Open Ra Rate

Open Rate

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15% 15% 17% 20% 24% 37% 47%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

In-person conversations None Billboards Text message Radio ads Email on my smartphone Print ads

Source: MarketingSherpa Consumer Purchase Preference Survey N = 2,021

Preferred Methods of

  • f Communicatin

ing With ith Companie ies When Away Fr From Computer

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HP to shed another 25-30,000 jobs

Breaking news from Electronics industry

Preheader optimiz ization

Second-most popular story Prefix Default snippet

Just in: US government funds online data security projects Just in: US government funds online data security projects

Symbol No snippet

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Preheader optimiz ization

  • A/B split testing
  • Treatment

‒ Second most popular story ‒ Prefix ‒ Default snippet ‒ ASCII symbols ‒ No snippet

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% No Snippet "Just In" Prefix

Open Rate

2.8 3 3.2 3.4 3.6 3.8 4 No Snippet "Just In" Prefix

Clickthrough Rate

30% 17%

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60% increase in email opens 8% increase in online revenue 90% increase in traffic coming from the email campaigns into the brand websites

Results (May 2014 – March 2015)

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  • 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.

Top takeaways

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Thank You

Laz Tyrekidis

@laztyrekidis