Tom Sather from Return Path presented the email certification at Markedu's Email Marketing @Your Desk webinar: For every one email that Yahoo delivers to the inbox 8 others are blocked or sent to the spam folder. While they catch a lot of bad stuff, like spam and phishing messages, they also inadvertently catch some good stuff. Being certified can help eliminate the possibility of your messages being classified as spam. In this presentation Tom Sather, director of professional services with Return Path, talks about: What exactly is certification and is it something I should consider?/li> If I'm a good sender, is certification necessary? What are the benefits of certification to my email program?

1. Email Certification
Email Marketing
Day@YourDesk
Tom Sather, Director, Professional Services

2. Presentation
from Markedu’s
Email Marketing
Day @Your Desk
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3. The Email Universe
You are
here.

4. ISPs protect the world’s inboxes from Spam.

5. FACT: 1 in 5
emails sent never
sees the inbox

6. That means 20% of email goes
here, NOT the inbox!

7. Spam takes many forms so it’s hard to tell
who’s who!

8. How can you help ISPs know you’re one of the good
guys?

9. Certification

10. A brief history of Email Certification
+ =

11. Offers additional benefits.
(images on, links enabled, increased deliverability to inbox)

12. Which receivers?

13. Return Path Certification = 2 Billion Mailboxes

14. 2 BILLION
2.9 BILLION

15. What do receivers think?
“...thousands of inbound messages come in from certified IPs,
and they never get any spam complaints about those messages,
so it’s all good”
“...helps us by helping senders improve the overall quality and
desirability of email that comes into our network
“.. don’t really give it that much thought–it just works.”
Source: http://blog.wordtothewise.com/2010/10/certification-is-there-value/

16. Identify the
Good
Senders

17. What does this mean in
practical terms?

18. Better Insights

19. Bypass content filters

20. Images on by default

21. No hourly throttling limits

22. Before After
Increased Inbox Placement

23. Earn more revenue

24. Sending
Speed
Clicks
Opens
2% 6% 40%

25. Thank you!
TOM SATHER
Director, Professional Services
tom.sather@returnpath.net
http://www.returnpath.net
Twitter: @tom_sather
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