Believe it or not, the worst thing that can happen to your email program isn't ending up in the SPAM folder. There is an entire email underworld filled with blacklists, spam traps, hackers, and phishers that can doom even the most well intentioned email program. Join SendGrid's email experts Ali Frusciano and Katie Nelson as they take you down the top 7 fastest roads to email hell, and back! This webcast will: Present real-life stories of email programs gone awry Uncover the most devestating pitfalls to avoid Give advice on how to get your email program back on track Prepare you to respond at the first sign of trouble

1. Highway to Hell:
Top 7 Fastest Ways to Land in the
Email underworld
Presenters:
Ali Frusciano
Technical Account Team Manager
Katie Nelson
Sr. Technical Account Manager
Date: 6/13/13
Tuesday, June 11, 13

2. Housekeeping
ReadyTalk Conference Tools Console
•View in Full Screen Mode
Poll Questions
•Answer live poll questions by clicking on the buttons
•Responses are anonymous
Questions for Ali and Katie
•Ask questions by using the CHAT function
•When the presentation begins, you will see the chat box as a floating window to use
at any time
•We will answer as many questions as possible and those that we don’t get to in a
follow up blog post
Follow Up
•You will get an email with a link to the recording and a copy of all slides
Tuesday, June 11, 13

3. Company Overview
• Founded July 2009
• TechStars graduate
(Boulder, CO)
• 110 employees across 4 offices
– HQ: Boulder, CO
– R&D: Anaheim, CA / Romania
$27M venture capital raised
Series B closed Jan 2012
Angel investors include:
- Scott Petry (Founder, Postini)
- Matt Mullenweg (Founder, Wordpress)
3
Tuesday, June 11, 13

4. Delivering Email at Scale
Serving 100,000+ customers
Sending over 7 billion emails
per month
Transactional and marketing
email solutions
4
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5. Today’s Speakers
Ali Frusciano
Technical Account Team Manager
ali.frusciano@sendgrid.com
Katie Nelson
Sr. Technical Account Manager
katie.nelson@sendgrid.com
Tuesday, June 11, 13

6. Highway to Email Hell!
The 7 Deadly Email Sins
On the
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7. Sloth
Relying on 3rd Party list management
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8. Purchased Lists
• The easy way but the WRONG WAY
• Subscribers don’t know you
• May unsubscribe, complain, mark as spam
• Threatens your sender reputation
Tuesday, June 11, 13

9. Address Verification
Services
• BEWARE!
• Verification doesn’t mean that the
address is still being used
• Could now be a spam trap
Tuesday, June 11, 13

10. Wrath!
Inviting the wrath of the ISPs
Tuesday, June 11, 13

11. Cold IPs
Stranger Danger!
• Cold IPs are strangers to the ISPs
• High volume senders must warm up their
IPs before sending at a high volume
• Risk having your mail throttled
Tuesday, June 11, 13

12. 169.254.219.226 169.254.219.226
Shared vs Dedicated
IP Addresses
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13. Crossing the Streams
• IPs sending marketing emails have worse
reputations that those sending
transactional
• Don’t jeopardize your transactional IP by
sending marketing emails
• (Unless you want to!)
Tuesday, June 11, 13

14. Gluttony
Forgive me Father, for I have SPAMMED!
Tuesday, June 11, 13

15. Spam Traps
• Will lead to
deliverability
problems
• Beware of old
addresses
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16. Spam Reports
• Less engaged
users more likely
to report your
mail as spam
• Keep an eye on
engagement
metrics
Tuesday, June 11, 13

17. Looking like a
Spammer
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18. Greed
Sending Frequency
Tuesday, June 11, 13

19. Sending Cadence
Tuesday, June 11, 13

20. Lust
Dance with the one that opted in!
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21. Seek Out Engagement
• Monitor engagement metrics
• Encourage engagement
Tuesday, June 11, 13

22. Re Opt-In
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23. Pride
Admit Your Mistakes
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24. Small Compliance
Community
Tuesday, June 11, 13

25. Monitor Your
Reputation
• Find a tool that offers blacklist alerts
• Get insight into real time delivery failures
• Act quickly to resolve any issues
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26. Stay in the Loop
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27. Envy
Lack of Resources
Tuesday, June 11, 13

28. Move to the Cloud
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29. Learn More
• Upcoming Webinar:
- Ask an Expert: Getting Started with
Email Deliverability
• Highway to Hell Guide
• Marketing and Transactional Email
Guide
• blog.sendgrid.com
Tuesday, June 11, 13

30. Questions?
Tuesday, June 11, 13