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©2016 eTrigue Corporation 800.858.8500
Chris Arrendale has more than 15 years of experience in the technology and software industry with particular expertise in privacy, email deliverability and ISP relations.
Chris is CEO & Principal Deliverability Consultant of Inbox Pros.
Chris Arrendale – Inbox Pros
©2016 eTrigue Corporation 800.858.8500
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Before we get started…
©2016 eTrigue Corporation 800.858.8500
Are your campaign emails primarily Text or HTML?Text
HTML
Polling Question
©2016 eTrigue Corporation 800.858.8500
Where do you get your email addresses from? How do you acquire your email addresses for your email list?
–Opt-in from Blog
- Opt-in from web site
- Trade show
- List purchases
Other
Polling Question
©2016 eTrigue Corporation 800.858.8500
What is Deliverability?Email FilteringBouncesBlacklistsComplaintsList ManagementSpam TrapsAuthentication: Your Passport to the NetworkDMARCB2B Filtering ExampleMimecastCASL5 Overall Deliverability Take-Aways
Agenda
©2016 eTrigue Corporation 800.858.8500
“Delivered” is the way to measure that the email was accepted by the recipient’s mail server.
“Deliverability” is getting to the inbox and measuring the open/click statistics.
Getting your email into your subscriber’s inbox is the only way to get opens, clicks, and conversions!
Deliverability is constantly changing and evolving.
What is Deliverability?
©2016 eTrigue Corporation 800.858.8500
Hard bouncesThis occurs when the email server rejects the email due to permanent conditions.Examples include a bad mailbox, bad domain.
Soft bouncesThis occurs when the email server rejects the email due to a temporary condition.Examples include a mailbox full, temporary ISP block.
Bounce rates affect your reputation.If your bounce rates are too high, the ISP may think you are trying to spam them and may block your domain or IP address.There is no “magic number” that can get you blocked/bulked.
Bounces
©2016 eTrigue Corporation 800.858.8500
IP basedThis occurs when the email server rejects the email due to permanent conditions.Examples include Spamhaus, SORBS, and SpamCop.
Domain basedThese blacklists will list any and all URLs/domains in the email itself, including the sending domain.Examples include Spamhaus DBL, SURBL, and URIBL.
Blacklist listings will hurt your reputation, as well as limit your access to recipient's networks.Listings occur due to user complaints or spam trap hits.
Blacklists
©2016 eTrigue Corporation 800.858.8500
“Spam Traps” are real email addresses that don’t bounce.TypoGreyPristineSet up and monitored by blacklists.How do you minimize the risk of hitting a spam trap on your list?
First, use explicit opt-in methods (unchecked boxes) when you capture names. To be doubly sure – use double opt-in, where the subscriber has to confirm their address before they are actually added to your list. Second, scrub your list regularly.
Spam Traps
©2016 eTrigue Corporation 800.858.8500
IP and Domain authentication are very important when sending B2B emails. SPF
IP AuthenticationDNS TXT record update supplied by your MAP or ESP.
DKIMDomain AuthenticationDNS TXT record update supplied by your MAP or ESP.Required for Yahoo FBL
Authentication – Your Passport to the Network
©2016 eTrigue Corporation 800.858.8500
Domain-based Message Authentication, Reporting & Conformance
DMARC
©2016 eTrigue Corporation 800.858.8500
4 Steps to the InboxFirst - Configure:
Setup Authentication – SPF, DKIM & DMARC.
Second - Make Friends:Get signed up on all feedback loops and white lists possible – not all ISP’s and Inbox Providers have one but research those that do and sign up!Research reputation.
Third - Design Campaigns:Make sure your Image to Text Ratio is ~30/70.Include an “Add to Address” Book statement.Brand MessagesInclude text or html unsubscribe link (not an image) – one click opt out is best.Include Postal Address in Footer.
Lastly - Maintain:Keep User Engagement High – Target recipients with relevant content and stop sending to any that are not interested.Keep your abuse complaint rate below 0.3% - remove complaints immediately.Keep your bounce rates below 7% - remove hard bounces immediately.Entice and remind recipient’s to add your from address to their address book.
©2016 eTrigue Corporation 800.858.8500
Mimecast is gaining traction as a popular B2B filter for small, medium, and large domains. Below are some details that we have gained through discussions with Mimecast:
Filtering in order of sequence for Mimecast:RBL (most common blacklists)Auto-Allow entriesManual blocks by network usersGreylistingExternal to external policies (added entry by network users)
Content Policy:Phrase matching (scan subject line, headers, body, and attachments)Action = bounce/delete the emailEach word/phrase has a different point value assigned by the network administratorBy default the Mimecast filter is set to moderate scoring. There is a "newsletter on hold" solution implemented, for those transferring to Mimecast from Postini. This essentially means that new email senders may see their emails get “held” initially by the Mimecast filter and later released upon resending or the network administrator releasing any holds.
Mimecast
©2016 eTrigue Corporation 800.858.8500
47% of subscribers use the "spam" button to unsubscribe
77% of marketers experience emails being diverted to the spam folder – I believe 100% have!
Many URL shorteners are on blacklists, including bit.ly and goo.gl. Don’t use them!
Rate limitsMany ISPs domains have connection and rate limits to their network to slow down the
amount of emails they receive.
Monitor Mailboxesabuse@, privacy@ and postmaster@ email addresses and respond to serious inquiries.
5 Overall Takeaways
©2016 eTrigue Corporation 800.858.8500
Q&A
For more information please visit www.eTrigue.com or call 1-800-858-8500
Submit questions in the lower right corner of your screen
©2016 eTrigue Corporation 800.858.8500
Contact Chris at:
• info@inboxpros.com• (678) 214-3739
http://www.inboxpros.com/
Chris Arrendale – Inbox Pros
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