Getting Your Emails to the Inbox: What You Need to Know · 4/3/2019 · •Gmail –TensorFlow (AI...

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Getting Your Emails to the Inbox:What You Need to KnowChris KolbenschlagApril 3, 2019


Safe Harbor Statement

The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.


Agenda

3

1 Industry Update

2 Are you in the inbox?

3 Sending Domain Reputation

4 Common Problems

5 Best Practices for Inbox placement


Industry Update

What’s going on out there?


Industry Update

•Hotmail

•Gmail – TensorFlow (AI for patterns)

•DMARC (Domain-based Message Authentication, Reporting and Conformance)

•BIMI (Brand Indicators for Message Identification) – Brand logo in email

•OATH – AOL, Yahoo now Verizon

•Yahoo cleaning


Are you in the ‘inbox’?

Are you sure?


Are you in the ‘inbox’?

•Delivered does not mean inbox

•Hotmail – (Focused vs Other vs Spam)

•Gmail Tabs – (primary, social, promotional, updates, spam)

•Hints−Open rates−Seed tests−Personal email/tests


Sending Domain Reputation

What, [email protected]


Sending Domain Reputation

•What is a sending domain

•Why is it important

•Should I be on my own

•What is my reputation

https://gmail.com/postmaster/

•How do I fix it


Common Problems

What just happened?


Common Problems• Lack of permissions and relevancy

• Fire and Forget

• What’s this list, I don’t know, should we send to it

• Re-engagement (people who haven’t opened in a long time)

• Sweeps, contests (people want the car, not a newsletter)

• This is all legal, therefore it will do ok.

• List saturation / fatigue – sending frequency

• Who are we sending to? I don’t know (segmentation!)

• Fire, Aim, Ready


Best Practices for Inbox Placement

How to do it!


Best Practices for Inbox Placement

• PRE -send−Permissions−Relevancy−Engagement


Q & A


THANK YOU!

Getting Your Emails to the Inbox: What You Need to Know · 4/3/2019 · •Gmail –TensorFlow (AI...

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