Weitere ähnliche Inhalte Ähnlich wie Email Deliverability Best Practices by Tamara Gielen (20) Kürzlich hochgeladen (20) Email Deliverability Best Practices by Tamara Gielen2. Hello, my name is Tamara
Gielen
• Blogger
• Community manager
• Speaker
• Independent consultant
• Trainer
• Based in Belgium
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
3. Some of the brands
I’ve worked with:
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
8. Over 90% of all email traffic
is spam
• ISPs are focused on keeping
their users happy by
blocking messages their
users don’t want
• They can’t do this manually!
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
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10. Typical ISP process
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
11. Behavioral factors in
deliverability
• Content • Poor database
– Words hygiene
– Bad html code
– Low text-to-image ratio – Hard bounces &
– Not sending in MIME unsubscribes are not
blog.wordtothewise.com/ removed
2010/09/content-based- – Old lists
filtering/
• Too many spam • Bad sender/domain
complaints reputation
– Bad opt-in practices
– Irrelevant messages
– Too high frequency
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com 11
12. Technical factors in
deliverability
• IP address or • No SPF & Sender ID
domain is record
blacklisted
• DKIM &
• Bad server DomainKeys are
configuration not implemented
– Sending speed,
throttling, mx
connections…
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com 12
16. Hotmail sorts your inbox as
well
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
17. Hotmail helps you get rid of
unwanted email in bulk
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
18. Microsoft will determine
inbox delivery based on
• According to Return Path, Microsoft will soon
start using engagement metrics to determine
whether it delivers a message into your inbox or
junk folder – on an individual basis:
– Message read, then deleted
– Message deleted without reading
– Message answered
– Frequency of receiving and reading messages from a
certain sender
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
24. Source of most deliverability
issues
• User complaints
• Unknown users
• Spam trap addresses
• Sending infrastructure
• Sending consistency (volume & frequency)
• Content and e-mail headers
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
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25. How to identify a
deliverability issue?
• Signs of trouble
– Falling open & click rates (overall + per ISP)
– Spikes in bounce rates (overall + per ISP)
– Monitor delivery logs
• Sign up to feedback loops
http://blog.wordtothewise.com/isp-information/
• Set up dedicated accounts at major ISPs—Yahoo!,
AOL, Gmail, and Hotmail—and add those accounts
to every mailing
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
25
26. How to solve deliverability
issues?
• Improve opt-in/opt-out practices
• Improve list hygiene
• Improve contact strategy
• Improve infrastructure / ESP
• Improve reputation
• Improve authentication
Do this BEFORE you contact the ISP!
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
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28. Reputation Monitoring Sites
Source: blog.wordtothewise.com
• Sender Score – http://senderscore.org/.
• Sender Base – http://senderbase.org/.
• AOL reputation – http://postmaster.aol.com/cgi-bin/plugh/check_ip.pl
Reports the reputation of IPs as determined by AOL.
• RoadRunner blocks – http://security.rr.com/amIBlockedByRR
Reports if a particular IP address is currently being blocked from sending
mail to Road Runner.
• Spamhaus blocks – http://www.spamhaus.org/
Reports if an IP is currently listed on any of the Spamhaus lists.
• Sendmail Reputation – http://sendmail.com/sm/resources/tools/
ip_reputation/
Reports reputation of an IP address as measured by Sendmail.
• Trusted Source – http://www.trustedsource.org/.
• Commtouch – http://www.commtouch.com/check-ip-reputation/
• Barracuda Central – http://www.barracudacentral.org/lookups/
• SNDS – http://postmaster.live.com/snds/
Will show IP addresses that are currently blocked by Microsoft.
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
35. Learn more about
deliverability
• If your emails don’t make
it to the inbox, you can
test and optimize all you
want, it won’t matter
• Request a copy of this
deliverability white paper:
www.tamaragielen.com/deliverability-white-
paper.html
© 2010 Tamara Gielen BVBA – all rights reserved – duplication is not allowed – tamara@tamaragielen.com
36. Questions?
Tamara Gielen
Email Marketing Consultant, Speaker & Trainer
tamara@tamaragielen.com
+32 477 666 930
http://www.tamaragielen.com
http://be.linkedin.com/in/tamaragielen
http://twitter.com/tamaragielen