email entregabilidade rp_akna
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Email & Entregabilidade
Louis Bucciarellli Country Manager, Return Path Brasil
#Returnpath_BR
OPORTUNIDADE
32 milhões de brasileiros usaram eCommerce em 2011
DESAFIO
Lixo/Spam. Não tem Click. Não tem ROI.
IPR = Inbox Placement Rate
Source: Return Path Deliverability Benchmark Report, 2H11
40%?
60%?
80%?
Source: Return Path Deliverability Benchmark Report, 2H11
Entregabilidade de Email: Média Brasileira
7 entre 20 emails enviados nunca chegam na caixa de entrada.
Entregabilidade no Brasil
Source: Return Path
Estudo – Benchmark Report
www.returnpath.net/landing/globaldeliverability2h11
Email that is being blocked and flagged as spam increases by 24%
In Brazil, over 35% of emails not reaching the inbox
Reputation, overload and confusion take their toll on deliverability Rates
Por que meus emails são bloqueados?
Os ISPs tomam decisões de filtragem baseados na reputação de um sender.
Baixa reputação = bloqueio!
Tudo Tem a Ver Com Reputação!
Sender Score™
SenderScore™ e Reputação
Taxa de Ingresso à Caixa de Entrada
Sender Score Gmail Hotmail Yahoo
0 - 50 26% 35% 47%
51 - 60 30% 30% 52%
61 - 70 32% 36% 56%
71 - 80 39% 41% 62%
81 - 90 62% 61% 80%
91 - 100 81% 80% 90%
Sender Score Benchmark (Global)
Tendências Regionais
Região Sender Score
Médio Média de um
Cliente Return Path
North America 67 90
United States 67 90
Brazil 16 84
Sender Score™ Benchmark (Brasil)
Over 85% of email messages received by ISPs are classified as spam
Tougher standards on email sender reputation metrics are resulting in decreased Inbox Placement Rates
The majority of businesses scored between 60 and 89, and saw only 68% of their messages delivered on average
IPR for senders with scores over 90 are as much as 33% better than for those with scores between 81-90
Estudo – Sender Score™
http://landing.returnpath.net/SSreport
Mobile Email
Mobile Can Make or Break Email Marketing
Source: Return Path
Engajamento
Commodities
Goods
Services
Experiences
R$ 0.03
R$ 0.30
R$ 3.00
R$ 8.00 *
* www.economist.com
A Importância do Engajamento
O Cliente no Controle
My Campaigns
Criar Engajamento com Personalização
Criar Engajamento com Participação
Certificação
Certificação
Improved deliverability to major ISPs
Automatic image enablement at Hotmail
Preferential spam filter treatment
Reduced volume throttling restrictions
