Creative Deliverability - The basics of avoiding the junk folder in email design 2. Deliverability What? 3. Other content deliverability words 4. Image blocking 5. Junk/content filters: Avoiding the junk folder 6. Spam assassin 7. The rest of the inboxes 8. Reputation - Deliverability credit rating 9. Takeaways

1. Creative Deliverability
The basics of avoiding
the junk folder in email design

2. DeliveraWhat?
Deliverability:
The Ability
to deliver
bulk email
into the inbox

3. Reputation InboxPlacement
JunkFolder domain OptOut
Engagement SpammyKeywords
ISP SpamTrap domain prefix
email-address SenderScore
Image-to-text-ratio
Other Content Deliverability Words

4. • Spammers sent spam
• Filters learned to read junked keywords
• Spammers sent spam in images
• Filters junked image only emails
• Spammers sent images and normal text
• Filters required multiple images
• Spammers split the images up
• Filters asked for more text than images
• Spammers added even more text
• Inboxes blocked images
Image blocking

5. Junk / Content Filters: Avoiding the JunkFolder
• Includes Subject Line and “From Name”
• Outlook: yes or no, not self learning
• Spam Assassin: explained rules
• Most large consumer ISPs learn
• Hotmail, Gmail, Yahoo, AOL etc
• Reputation decides leniency

8. Reputation - Deliverability Credit Rating
• Only important Since Credit
Crunch
• Have DDs & Pay your credit card
before asking for mortgage
• Content filter leniency
• Speed and volume of acceptance
• Mainly the large ISPs

9. • 60% text vs 40% images
• Text size does not count (12px)
• At least 3 images not all touching
• Always have a plaint text version
• Plain text links on a new line
• Good quality & fairly complex HTML
• Test sending speeds
• Test sending times
• A/B Content Testing
• Intelligent Time Sending
• Engagement Filtering (Open Reach)
• Test, Test, Test, always be testing
andy thorpe
deliverabilty &
compliance manager
Linkedin/andythorpe
@captaininbox