The major themes of this year’s #EEC15 in Miami focused on deliverability, engagement, personalization, and how ISPs measure email reputation. For the first time in EEC history, ISP deliverability teams provided a glimpse into why and how they decide to block senders, as well as what actions can help marketers build reputation for inbox placement.
Did you know that ISPs don't look at clicks when evaluating a sender's reputation? (We didn't.) Or that an AOL user marking a message as spam twice will cause all future messages to be placed in the junk folder? ISP deliverability teams shared some of their challenges and provided actionable advice on email marketing goals.
Email engagement and message interaction (moving to spam folder) are NOT the same thing. Time we stopped thinking they are #eec15— Bob Frady (@thebfce) February 4, 2015
A single customer clicking spam on a sender’s mail 2x will always put that mail in the junk folder for that user at AOL. Not global. #eec15— Len Shneyder (@LenShneyder) February 4, 2015
Matt Moleski at Comcast says they identify users who use Spam as Delete and don’t allow them to impact your sender reputation. #EEC15— Alessandra Souers (@asouers) February 4, 2015
"One of the major disconnects I’ve seen between senders and receivers is the idea that engagement is a single measure. Quite the contrary, senders are not privy to the metrics that receivers are and vice versa, there may be some attribution, analysis through web behavioral data, that leads to a very different picture of engagement on the sender side." - Len Shneyder
Larger ISPs look at reputation AND user engagement to decide whether emails make it to the inbox. Relevancy matters! #eec15— MessageGears (@MessageGears) February 3, 2015
Building reputation is hard, so protect it. Don’t let someone else hijack it or destroy it yourself through bad decisions. #eec15— Len Shneyder (@LenShneyder) February 4, 2015
If you don't need list validation services you do not take acquisition seriously and that's a mistake #eec15— Dela Quist (@DelaQuist) February 3, 2015
Responsive emails tend to improve engagement and conversion. But even if they don't, you're still putting your subscribers first. #eec15— Justine Jordan (@meladorri) February 4, 2015
Special thanks to our #eec15 sponsors, exhibitors, planning committees & attendees for a great show! Safe travels & we'll see you next year!— Email Experience (@theeec) February 4, 2015
Image Credit: Fadil Basymeleh