{"id":10865,"date":"2020-01-16T15:12:03","date_gmt":"2020-01-16T15:12:03","guid":{"rendered":"http:\/\/www.digitalresponse.es\/?p=10865"},"modified":"2020-01-16T15:12:03","modified_gmt":"2020-01-16T15:12:03","slug":"como-solucionar-un-problema-de-entregabilidad","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/como-solucionar-un-problema-de-entregabilidad\/","title":{"rendered":"Case study: how to solve a deliverability problem"},"content":{"rendered":"<figure class=\"wp-block-image is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/como-solucionar-problema-entregabilidad-1-e1579199184826.jpg\" alt=\"\" class=\"wp-image-10882\" width=\"800\" height=\"305\"\/><\/figure>\n\n\n\n<p>At Digital Response we are often presented with certain challenges to overcome. Today, we will explain a recent case of one of our clients, whose problem was the <strong>steady decline in the Open Rate<\/strong> of their shipments.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Situation analysis<\/h2>\n\n\n\n<br>\n\n\n\n<p>The client was having clear problems with his <strong>Open Rate<\/strong>. We decided to make a <strong>analysis of the most important metrics<\/strong> (Open Rate, Click Rate, Hard Bounce Rate, Soft Bounce Rate, Unsubscribe Rate...) <strong>by domains<\/strong> and we realised that the problem was in the <strong>Hotmail domains<\/strong> (Hotmail.com, Hotmail.es, Hotmail.fr, Outlook.es, Outlook.com, live.com, live.es). Specifically, and as you can see in the following image, the <strong>Open Rate at Hotmail was between 2% and 4%.<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/entregabilidad_1.png\" alt=\"\" class=\"wp-image-10868\" width=\"339\" height=\"344\"\/><\/figure><\/div>\n\n\n\n<br>\n\n\n\n<p>At this point, we try to solve the problem by keeping a close watch on the <strong>good practices for deliverability<\/strong> of the newsletter: Compensation of HTML code with images, control the deliverability of the newsletter with tools like <a href=\"https:\/\/app.glockapps.com\/login?redirect=\/\">Glock Apps<\/a>but finally we saw that it would be necessary to make a <strong>Warm Up<\/strong> of the IP address used to send Hotmail messages.<\/p>\n\n\n\n<br>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>By <strong>Warm Up<\/strong> We refer to the process of warming up the IP used for sending. It is carried out to achieve a good IP reputation.<\/p><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">How did we do the Warm Up process?<\/h2>\n\n\n\n<br>\n\n\n\n<p>The Warm Up process focused on <strong>only for users with a Hotmail domain<\/strong>. The customer differentiated between two types of users in this group: so-called <strong>ASSETS<\/strong>those whom it regularly impacted and those who were <strong>SEMIACTIVES<\/strong>to whom he sent communications less assiduously.<\/p>\n\n\n\n<br>\n\n\n\n<p>Initially, it was decided to start the Warm Up process only with the users. <strong>Hotmail ASSETS,<\/strong>&nbsp;which we selected in a separate group that arrived at the <strong>250k users<\/strong>. These, in turn, were divided into different groups, more or less homogeneous, to gradually add them to the shipments. <br><\/p>\n\n\n\n<br>\n\n\n\n<p>On the first day of the process, one <strong>initial group of 7k<\/strong> which was made up of the most reactive users: <strong>had clicked twice on a newsletter in the past 7 days<\/strong>. Sending after sending, the other remaining hotmail groups were added, each time doubling the volume of users: from 7k to 14k, from 14k to 28k, from 28k to 56... and so on, progressively until reaching the <strong>250k<\/strong> of the initial group of <strong>Hotmail ASSETS<\/strong>.<\/p>\n\n\n\n<br>\n\n\n\n<p>During the process, we saw how, send after send, Hotmail enabled the client's campaigns to be delivered to users with this domain, or in other words, the emails arrived at their intended destination: the subscriber's inbox. Thanks to improved deliverability, the Open Rate increased considerably. In fact, we can say that nowadays the client already has a <strong>Open Rate<\/strong> from among the <strong>14% and 21% in Hotmail.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/entregabilidad-2.png\" alt=\"\" class=\"wp-image-10869\" width=\"223\" height=\"120\"\/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/entregabilidad-3.png\" alt=\"\" class=\"wp-image-10870\" width=\"223\" height=\"381\"\/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What is the next step?<\/h2>\n\n\n\n<br>\n\n\n\n<p>As explained above, the Warm Up process for users with a Hotmail domain started with the subscriber group <strong>ASSETS<\/strong>. Now that the process with this segment has been completed, exactly the same will be done with the group classified as <strong>SEMIACTIVES. <\/strong>So far, it had been excluded from the mailings, as the Warm Up process should be done gradually and priority should be given to the most engaged users.<\/p>\n\n\n\n<br>\n\n\n\n<p>On the other hand, at all times we will monitor and control the metrics to see that Hotmail deliverability is maintained and stabilised, having a positive impact on the Open Rate of the users who have this domain.<br><\/p>\n\n\n\n<br>\n\n\n\n<p style=\"text-align:center\"><strong>We will keep you informed about this new phase!<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>At Digital Response we are often presented with certain challenges to overcome. Today we will explain a recent case of one of our clients, whose problem was the constant drop in the Open Rate of their shipments.<\/p>","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[],"post_folder":[],"class_list":["post-10865","post","type-post","status-publish","format-standard","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Caso real: c\u00f3mo solucionar un problema de entregabilidad - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/como-solucionar-un-problema-de-entregabilidad\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Caso real: c\u00f3mo solucionar un problema de entregabilidad - Digital Response\" \/>\n<meta property=\"og:description\" content=\"En Digital Response a menudo se nos presentan ciertos desaf\u00edos que debemos superar. Hoy os explicaremos un caso reciente de uno de nuestros clientes, cuya problem\u00e1tica era el descenso constante del Open Rate de sus env\u00edos.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/como-solucionar-un-problema-de-entregabilidad\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-16T15:12:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/como-solucionar-problema-entregabilidad.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"676\" \/>\n\t<meta property=\"og:image:height\" content=\"451\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ariadna Gubern\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ariadna Gubern\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/como-solucionar-un-problema-de-entregabilidad\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-solucionar-un-problema-de-entregabilidad\/\"},\"author\":{\"name\":\"Ariadna Gubern\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/5e0e9b0842bdb4269390c815a805b8bf\"},\"headline\":\"Caso real: c\u00f3mo solucionar un problema de entregabilidad\",\"datePublished\":\"2020-01-16T15:12:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-solucionar-un-problema-de-entregabilidad\/\"},\"wordCount\":645,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-solucionar-un-problema-de-entregabilidad\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/como-solucionar-problema-entregabilidad-1-e1579199184826.jpg\",\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/como-solucionar-un-problema-de-entregabilidad\/\",\"url\":\"https:\/\/www.digitalresponse.es\/como-solucionar-un-problema-de-entregabilidad\/\",\"name\":\"Caso real: c\u00f3mo solucionar un problema de entregabilidad - 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