1. copyright 2016. netCORE Solutions netCORE CEO Unveils The Secret to Gmail Inbox Delivery

2. copyright 2016. netCORE Solutions About The Presenter Kalpit Jain, CEO – netCORE Solutions Kalpit has played a crucial role in netCORE’s journey from a startup to a modern Indian leader in Marketing Technology space. He has two decades of extensive experience in Sales & Marketing, Product Development, Clients Services, and Operations Management within Digital Marketing Industry. He has also been instrumental in architecting netCORE’s email flagship products.

3. copyright 2016. netCORE Solutions You will get an email with slides and recording post webinar Please use the chat window to ask questions during the webinar Use below hashtags and handle to tweet during the webinar @netcoresolution # GmailDelivery Tweet Questio n Slides & Recording Things To Remember

4. copyright 2016. netCORE Solutions Why Has Gmail Changed Their Inbox Delivery Algorithms? 1.Number of promotional emails have increased by 10X over the last 2 years 2.Gmail wants to ensure that their users have a smooth experience 3.Want to keep their users Inbox SPAM free Focus is going to be on building further on their current logics using Artificial Intelligence

5. copyright 2016. netCORE Solutions Gmail Priority Inbox Gmail Image caching Quick action buttons Feedback loops Unsubscribe button Visual Promotion Tab Personalized filtering NE W Gmail Evolution Over The Recent Years

6. copyright 2016. netCORE Solutions Return Path Addressing The Recent Gmail Changes (Source: https://blog.returnpath.com/are-you-having-problems-delivering-to-gmail-youre-not-alone/)

7. copyright 2016. netCORE Solutions 1. Get Basics in place - Gmail Email Sending Policies 2. Gmail Postmaster – Track your Domain Reputation in Score 3. Top 3 Ways to get your Domain Reputation from Low to High Agenda

8. copyright 2016. netCORE Solutions Get Basics In Place – Gmail’s Email Sending Policies You always think You are doing it right

9. copyright 2016. netCORE Solutions How do Gmail Identify Sender ? Using Consistent IP address Having live Domain pointing to Business Website Maintaining same sender domain for all users How Do Gmail Authenticate sender ? Sign Messages with DKIM Publish an SPF record Publish a DMARC Policy Identification & Authentication (Source: https://support.google.com/a/answer/81126?hl=en#authentication)

10. copyright 2016. netCORE Solutions Identification & Authentication DKIM: It provides a method for validating the domain name (Sender ID) Identity that is associated with a message through cryptographic authentication SPF: Record which identifies which Email Servers are permitted to send email on behalf of your domain. DMARC: Protocol build up on DKIM & SPF, It adds a reporting function that allows sender & receiver to improve & monitor protection of the domain from fraudulent email.

11. copyright 2016. netCORE Solutions Important Points To Look At: Gmail Inbox Delivery Do not send emails to purchase list Do not use Free image hosting services / free content generating sites Header and Footer to be integrated into the creative Keeping the track on the quality of affiliate partners

12. copyright 2016. netCORE Solutions Free content generating URL in the header Free Image Hosting www.freeimagehosting.net URL removed Paid image hosting www.rachspace.com BEFORE AFTER SPAMINBOX Avoid Free Image Hosting Services

13. copyright 2016. netCORE Solutions Unsubscribe footer not part of the creative Customized Unsubscribe added to the creative Personalising Unsubscribe Footer BEFORE AFTER SPAMINBOX

14. copyright 2016. netCORE Solutions Examples: Personalised Unsubscribe Footer

15. copyright 2016. netCORE Solutions Be Careful - Affiliate Email Campaigns (Lead Gen.) What Steps To Be Taken: Ensure Affiliate partners you are working with are sending emails to Opt-in database Using a different format of Email body – HTML Different Image Hosting

16. copyright 2016. netCORE Solutions Gmail Postmaster - Track Your Domain Reputation Must use tool for all Email Marketers

17. copyright 2016. netCORE Solutions What is Gmail Postmaster Tool? It’s a tool that provides senders with metrics on parameters such as reputation, spam rate, feedback loop. It can help you check compliance to the Gmail bulk sender guidelines, as well as identify issues that can cause trouble with the spam filter. (Source: Details of Gmail Postmaster - https://gmail.com/postmaster/)

18. copyright 2016. netCORE Solutions Elements of Gmail Postmaster Tool Domain Reputation IP Reputation Authentications Delivery Errors Spam Rate Feedback Loop

19. copyright 2016. netCORE Solutions What is Gmail Postmaster?

20. copyright 2016. netCORE Solutions Let’s Take An Example Of A Brand Shopcore.com E-commerce website selling Apparels Online. Founded in 2009 & has raised total funds of $500m DetailsCountDefinition Total Database Size3 million Entire subscriber base of shopcore.com who have registered on their website Active Subscribers1 million From the total Database all the subscribers who have opened 1 email in the last 90 days In-active Subscribers2 million From the total Database all the subscribers who have NOT opened any emails in the last 90 days

21. copyright 2016. netCORE Solutions Shopcore.com Campaign Strategy – Scenario 1 Aggressive Targets For Q1 – Reach Out To All Subscribers On A Daily Basis Send Emails to 3 million subscribers everyday (Active + Inactive) Result: Negative Impact on Domain Reputation

22. copyright 2016. netCORE Solutions Negative Impact on IP Reputation Shopcore.com Campaign Strategy – Scenario 1

23. copyright 2016. netCORE Solutions What actions should brands take? Target active & engaging subscribers frequently Emails to in-active have to be exclusive in nature & frequency to be controlled. Engagement Is The KING % Subscriber Engagement decides your Reputation & Inbox Delivery How do we target the In-active users: Once you build a high reputation for your IP & domain Maintain Active to Inactive Ratio of 90:10 Gmail Inbox Delivery – Lesson 1

24. copyright 2016. netCORE Solutions Re-activate Dormant Subscribers Using Other Platforms PUSH NOTIFICATIONS SMS NOTIFICATIONS

25. copyright 2016. netCORE Solutions Shopcore.com Campaign Strategy – Scenario 2 Result: Increase in the number of users marking emails as Spam Targeting Strategy 1 million active users are sent a common newsletter with offers everyday

26. copyright 2016. netCORE Solutions Negative Impact on IP Reputation Shopcore.com Campaign Strategy – Scenario 2 5/155/165/17 5/18 5/19 5/20

27. copyright 2016. netCORE Solutions Personalise Content or Perish Emails that cater to subscriber needs will stay, rest will fade away Gmail Inbox Delivery – Lesson 2 Build customer profiles & target relevant 1 to 1 data driven personalized communications Important to send the right & engaging content to our subscribers at the right time

28. copyright 2016. netCORE Solutions Get The Right Fields In Your Sign Up Forms Knowing customers better and asking their preferences can be the best way to keep them engaged right from start

29. copyright 2016. netCORE Solutions Dynamic content based on user’s location and product preference Basis user attributes and interests City & Product Wise Relevant Email Campaign

30. copyright 2016. netCORE Solutions Top 3 Ways To Get Your Domain Reputation From Low To High In Gmail Postmaster

31. copyright 2016. netCORE Solutions Active In-Active 2 emails / month 3 emails / month 4 emails / month 2 emails / month4 emails / month Bucketing rules to be revised every 4 months Remove email ids of users who haven’t responded to these re-engagement emails after 4 months Earlier buckets of segmentation Proposed buckets of segmentation Actively on website Active 4 time opener In-Active Never opened Active 2-3 time opener Active 1 time opener Optimizing Frequency With Advanced Activity Based Segmentation 1

32. copyright 2016. netCORE Solutions Slow & Steady Targeting To Active Users Warm-up Phase: 4 th May to 13 th May 2

33. copyright 2016. netCORE Solutions Positive Improvement in Domain Reputation

34. copyright 2016. netCORE Solutions Reply Based Campaigns 1.Builds a Conversation - 2 Way Communication with your customers 2.Improves Domain Reputation - Subscribers replying shows higher engagement 3.100% Inbox Delivery - Sender ID gets added to the subscriber’s address book. 4.Primary Inbox Gmail - Replies increases probability of your emails landing in Primary Inbox. 3

35. copyright 2016. netCORE Solutions User receives a contest email User’s opinion gets captured in the mailbox and an acknowledgement email is triggered back to user ‘Compose email’ box opens up with Sender ID & Subject line pre-filled Acknowledgement mail in mailbox How It Works

36. copyright 2016. netCORE Solutions Key Takeaways 1.Get Basics In Place Make it easy for Gmail to identify you as a brand & ensure all authentications are in place 2.Don’t Be Associated With Affiliates Sending Spam Ensure content/image hosting used with affiliates is completely different 3.Daily Track Domain & IP Reputation on Google Postmaster Take immediate actions on results shown 4.Control Frequency To The In-active Users Since they negatively impact the reputation of your domain 5.Use Data to Communicate with your subscribers More relevant you are higher is your reputation & inbox delivery

37. copyright 2016. netCORE Solutions GMAIL INBOX DELIVERY = SUBSCRIBERS ENGAGEMENT Higher the Engagement Higher the Inbox Delivery

38. copyright 2016. netCORE Solutions A & Q

39. Thank you for joining We will email the recording and slides to you soon “ “ Stay Connected http://www. netCORE marketingcloud.co m/ http://www. netCORE marketingcloud.com/bl og/ https://www.linkedin.com/company/ netCORE - solutions https://twitter.com/ netCORE Solution