Name: Managing Deliverability in SAP Emarsys Customer Engagement
Uploaded: 2023-6-7
Duration: 348 s
Description: In this video, you'll get an overview of how you can manage your deliverability using the Emarsys Platform. You'll learn how to manage sender reputation and about the Deliverability Advisor.

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<div><div>In this video, you'll get an overview of how you can manage your deliverability using the Emarsys Platform. You'll learn how to manage sender reputation and about the Deliverability Advisor.</div></div>

Managing Deliverability in SAP Emarsys Customer Engagement

Welcome! In this video, you will learn what Deliverability is, how to build and maintain sender reputation, how to monitor and solve deliverability issues. What is deliverability? Deliverability is the ability to deliver emails to your recipient. The first thing you need to know about Deliverability is that most major email platforms generate revenue from advertising. This means they benefit from keeping users on their platform, looking at their inbox for as long as possible. They achieve this by filtering-out spam and unwanted email that will be ignored, and filtering-in the emails that are wanted and will be read!     These 3 things influence your deliverability: Sending emails from a trusted and secure infrastructure, your existing sender reputation, which comes from a review of your previous campaigns and your email campaigns themselves as both the email content and contact data are reviewed before your email is delivered. Sender Reputation Building A good sender reputation results in better inbox placement, but building a good reputation takes time, so when you start sending from Emarsys this is your first milestone. Your first email campaigns should focus on giving your new sender domain a trusted Sender Reputation: To establish this reputation, start by sending small email campaigns to your most active customers, gently increasing the volume each send. Doing this for 1-2 weeks will give you the best start.  After this you can start phasing in the rest of your marketing streams, until you have migrated your full email programme to Emarsys. Plan to increase volumes steadily each send, avoiding sudden changes in volume. Sender Reputation Maintenance To maintain a good sender reputation, aim to be relevant to most of your reciepents most of the time. This means you need to be aware of your email content, your recipients and your sending frequencies. Emarsys provides a wide range of tools to help you achieve this and improve your results!  What are these tools? Customer Lifecycle - let’s you segment in a way that will help your deliverability Tactics and Automated programs help you stay relevant in terms of timing, dynamic content, personalization and using the right channels The Campaign Check helps you prevent deliverability issues even before you send A/B testing your campaigns supports you to raise response rates and improve deliverability As a marketer you should continuously monitor your email results in order to detect and fix any deliverability issues. How can you do that in SAP Emarsys Customer Engagement platform? Engagement reporting shows you who is interacting with your emails, to help you understand if you are targeting and segmenting correctly. Deliverability Reporting lets you look at your deliverability across different email domains. A domain with different results from the rest means you may have a deliverability issue to investigate and resolve  Checking ‘Trends’ shows how your performance is changing over time. With the ability to toggle date ranges, total values and percentages, this can be very helpful to identify issues before they become a problem. And check your own inbox too! Replies from your contacts can often show if your sending isn’t going to plan! If something doesn’t look right, how do you investigate and recover from delivery issues? If you experience high bounce rates, check the detailed information which you’ll find in the Bounce Management Overview tab. Soft bounces are temporary blocks: Stop sending to these contacts for a few sends and retry it in a couple of weeks. Hard bounces are invalid email addresses. You can prevent hard bounces by having a secure opt-in process and good data management – which means you remove expired and invalid addresses from your lists regularly. And block bounces are typically related to your sender reputation, which we’ve covered earlier. As well as bounces, you can get early warnings of potential future issues by looking for increases in complaint or unsubscribe rates; or by looking for dips in open and click rates. If you do see a change, check both campaigns and trends to see if this is a longer-term issue, or sudden event that points to a specific campaign. If you do see a potential issue, while you’re investigating, it’s often worth going back to your Sender Reputation Building process, and just sending to your most active contacts. This helps get you back in the inbox while you're investigating and resolving those issues. Summary Remember that it’s easier to avoid deliverability issues than to recover from them! So, keep checking your sign-up processes, review your customer data lifecycle, email strategy and sending frequency. Because to be welcome in the inbox you need to send relevant content at the right time, frequency and to the right people! In any case, we are here to help!  Check our documentation site. Our Help Portal provides you with access to our technical client service team.  If you want help making improvements to your email marketing strategy, we offer a range of consulting solutions. Speak to your Client Success Manager for further details. We hope you found this video useful, and we’ll see you soon.