1. How to send emails to make both
users and email services happy
Sergey Martynov
Mail.Ru Email Service
Project Manager

2. 6 our of 10 people in Russian
Internet use

3. Our users
• Your users are our users
– And vice versa!
• Our common goal is to take care of the user
• About 60% of your letters are on Mail.ru
– (in case you work in Russia)

4. About 3,000 letters per second

5. Technical details
• RBL/DBL – look after your IP’s reputation
• Rate limit – more haste, less speed
• DKIM – а passport for your letters
• SPF – watch your domain’s reputation
• HTML + plain text (alternative)
– Remember about users of old mobile devices
– Otherwise the service will generate text-version himself

6. The correct mailing
• Explicit agreement with subscripion
– User put a tick in checkbox
– Written down in user agreement
• Email address confirmation
– Only one letter to unconfirmed address
• One-click unsubscription
– Visible and clear unsubscribe link
– No authentication required to unsubscribe

7. The correct mailing
• Recognizable sender’s brand
– From address, subject, design, logo
• External images
– But watch your server’s load
• Best practices for senders
http://help.mail.ru/mail-help/rules
– (currently in Russian only)

8. Solving problems
• Write to abuse@corp.mail.ru
– Please attach original message with headers and error
codes
• Problems prevention
– Take care of user!
– Watch you reputation (IP, domains, links)
– You can notify us in case of dramatic increase of your
sendings volume

9. Introducing postmaster.mail.ru
• “Visitors counter” for your messages
– DKIM signature required
– Simple domain verification
• Both history and current indicators
– In real-time!
• What’s next?
– Senders reputation
– Feedback loop (FBL)
– More statistics

10. http://postmaster.mail.ru
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11. Open Mail Format (OMF)

12. Open Mail Format
• Semantic markup for letters
– You can specify which text to choose for snippets
– Custom image (avatar) in message list
– Quick links (allows action even without opening)
• Easy to integrate
– HTML-markup & microformats
• Open standard
• Already popular in Russia

13. OpenMailFormat.org

14. Your favicon in message list
• More info at http://api.mail.ru
– (currently in Russian only)

15. We encourage you to
the good cooperation!

16. Thank you!
Questions?
Sergey Martynov
s.martynov@corp.mail.ru
@martynov
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