Adventures at the Deliverability Summit – Part 1

John Pinson
Jun. 7, 2011 by John Pinson

Great session yesterday at the Deliverability Summit, with a bigger than expected turnout. Kudos to Barry Abel, Carrie Scott and Mike Hillyer for hosting and presenting, and to George Schlossnagle for leading the expert panel.

We’re going to run a series of short posts with quotes or observations from some of the participants – both presenters and panel members. George’s post from earlier today was the first one, and does a good job of outlining the goals of the session and the Message Systems approach to deliverability. As Barry pointed out in his opening remarks, our goal is to make life easier for deliverability professionals. That’s the impetus behind Adaptive Delivery®: to automate repetitive tasks and make the harder stuff easier.

These kinds of events are always most effective when they evolve into a lively discussion between attendees and the presenters and panel members, and that’s exactly what we had yesterday morning. Lots of smart questions from the audience, and lots of insightful answers and observations from the panel. Josh Aberant, director of privacy at Marketo, was nice enough to sit on the panel, and here’s some of what he had to say:

Josh Aberant, Marketo

“What’s impressed me about the Message Systems / Adaptive Delivery approach is that it takes care of what I call the ‘pager challenge.’ Meaning, it cuts way down on those calls at 2 a.m. that we all hate to get. It’s one of the banes of deliverability pros. Your phone rings in the middle of the night (or a few years ago your pager would go off) to let you know that something’s wrong with the outbound queues. And that call meant getting up, diagnosing the problem and applying some quick fix to hold the queues together till the morning. With Adaptive Delivery, we’re not in that panicked reactive mode any more.

Solving the pager challenge means that Adaptive Delivery has freed up time to address other higher-level issues in the deliverability profession. For example, a great project that deliverability professionals can focus their now free time on is building deliverability costs into acquisition programs. Many marketers run PPC campaigns to bring in new subscribers. Often different PPC campaigns — say different sites or even different keywords – will bring in different levels of bounces (bad data) and complaints. Assigning a cost to bounces and complaints and tracking those back to the acquisition campaign means that costs of deliverability are passed down the chain to the marketers and business people. This means the business people can be smarter about where to spend their acquisition budget and overall deliverability is improved.”

More to come shortly…

BTW: Marketo is the San Mateo-based marketing automation pioneer. Their platform provides everything you need to manage demand-generation campaigns and generate quality sales leads. Learn more at the Marketo website.

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