Episode 35: Email Deliverability: The Seismic Shift You Didn't See Coming

June 21, 2017 Blackbaud, Inc.

 

Today we discuss the important topic of email deliverability with Ryan O’Keefe, Product Manager at Blackbaud. There are a lot of misconceptions floating around about how email is delivered because the process is handed off to so many different entities. Listen in as we go over the ins and outs of email delivery, and how to ensure that your communications reach your target audience.  

Topics discussed this episode: 

  • How and why ISPs filter emails based on past history
  • Configuration and user engagement influence deliverability
  • Gmail is using open rates to judge email quality
  • Opens, clicks, downloads and any action influence engagement
  • How Blackbaud monitors everything to ensure deliverability
  • Putting the effort into re engagement campaigns
  • Give users a way to agree to receiving email
  • Offer users other ways to stay engaged outside of email 

Listen now:

Subscribe on iTunes, tune in on Stitcher or listen below:

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Resources:

Blackbaud

Blackbaud - Twitter #nofilternonprofit

Blackbaud - Facebook

npENGAGE

@whoisryanokeefe on Twitter

@DJVermenton on Twitter

DanielleJohnson@Blackbaud.com 

Quotes:

At Blackbaud, we set everything up according to the best industry email practice.” Ryan O’Keefe

“Organizations need to adjust their policies for sending out email. Stop targeting inactive subscribers.” Ryan O’Keefe

“Target your most engaged users to get your biggest return at the end of the year.” Ryan O’Keefe

 

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