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Atlanta Eloqua User Group - May 2016

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Chris Arrendale
Chris Arrendale

This document discusses deliverability and privacy essentials that email marketers need to know. It covers key topics like what deliverability means, how to minimize bounces and spam complaints, the importance of authentication using SPF, DKIM and DMARC, list management best practices, and signals that affect how email is filtered by major email providers like Gmail and Outlook. The document emphasizes that getting email delivered to subscribers' inboxes is crucial for metrics like opens, clicks and conversions, and that deliverability is constantly evolving requiring marketers to regularly check their email health.

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Deliverability and Privacy Essentials What Eloquans Need To Know Chris Arrendale Inbox Pros
Atlanta Eloqua User Group - May 2016
What is Deliverability? Delivered is the way to measure that the email was accepted by the recipients mail server. Deliverability is getting to the inbox and measuring the open/click statistics. Getting your email into your subscribers inbox is the only way to get opens, clicks, and conversions! Deliverability is constantly changing and evolving.
Email Filtering Inferno
Email Filtering
Bounces Hard bounces Occurs when the email server rejects the email due to permanent conditions. Examples include a bad mailbox, bad domain. Soft bounces 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 youre 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.
Complaints
Spam Traps Spam Traps are real email addresses that dont bounce. Often ISPs will take over abandoned email addresses and turn those into spam traps. Set 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.
List Management
Shared versus Dedicated IP
Authentication Your Passport to the Network IP and domain authentication are very important when sending B2B emails. SPF IP Authentication DNS TXT record update supplied by your MAP or ESP. DKIM Domain Authentication DNS TXT record update supplied by your MAP or ESP.
DMARC DMARC- (Domain-based Message Authentication, Reporting and Conformance) is an email validation system designed to detect and prevent email spoofing DMARC is built on top of two existing mechanisms: Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM)
Authentication Your Passport to the Network
DMARC
Gmail Postmaster Tools
Microsoft (Hotmail, Outlook, MSN, Live) SNDS The Microsoft Smart Network Data Services (SNDS) gives you the data you need to understand and improve your reputation at Microsoft. Data includes filtering color, complaint rate, and spam trap hits.
B2B Filtering Example
Sending Volumes Sending volumes to smaller domains is key to getting delivered. Major ISPs publish rate limits and connection settings. B2B and smaller B2C domains do not publish these settings. Key is to send smaller volumes to not flood the recipients mail server. Get whitelisted, if possible. Communicate this with your subscribers!
Keyword Performance
Signals
5 Takeaways Over 20% of marketing emails never make it to a subscribers inbox 47% of subscribers use the "spam" button to unsubscribe 77% of marketers experience emails being diverted to the spam folder Nearly 49% of email recipients have email accounts for messages they rarely intend to open Many URL shorteners are on blacklists. Dont use them!
Bounce Log Checks - Highlights smtp;550 5.2.3 RESOLVER.RST.RecipSizeLimit; message too large for this recipient Blocked Using Spam Pattern, Your Message May Contain The Spam Contents [internal] No valid hosts (too many connection failures) smtp; 421 4.4.0 [internal] no MXs for this domain could be reached at this time
Questions? Thank you!

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Atlanta Eloqua User Group - May 2016

  • 1. Deliverability and Privacy Essentials What Eloquans Need To Know Chris Arrendale Inbox Pros
  • 3. What is Deliverability? Delivered is the way to measure that the email was accepted by the recipients mail server. Deliverability is getting to the inbox and measuring the open/click statistics. Getting your email into your subscribers inbox is the only way to get opens, clicks, and conversions! Deliverability is constantly changing and evolving.
  • 6. Bounces Hard bounces Occurs when the email server rejects the email due to permanent conditions. Examples include a bad mailbox, bad domain. Soft bounces 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 youre 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.
  • 8. Spam Traps Spam Traps are real email addresses that dont bounce. Often ISPs will take over abandoned email addresses and turn those into spam traps. Set 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.
  • 11. Authentication Your Passport to the Network IP and domain authentication are very important when sending B2B emails. SPF IP Authentication DNS TXT record update supplied by your MAP or ESP. DKIM Domain Authentication DNS TXT record update supplied by your MAP or ESP.
  • 12. DMARC DMARC- (Domain-based Message Authentication, Reporting and Conformance) is an email validation system designed to detect and prevent email spoofing DMARC is built on top of two existing mechanisms: Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM)
  • 13. Authentication Your Passport to the Network
  • 14. DMARC
  • 16. Microsoft (Hotmail, Outlook, MSN, Live) SNDS The Microsoft Smart Network Data Services (SNDS) gives you the data you need to understand and improve your reputation at Microsoft. Data includes filtering color, complaint rate, and spam trap hits.
  • 18. Sending Volumes Sending volumes to smaller domains is key to getting delivered. Major ISPs publish rate limits and connection settings. B2B and smaller B2C domains do not publish these settings. Key is to send smaller volumes to not flood the recipients mail server. Get whitelisted, if possible. Communicate this with your subscribers!
  • 21. 5 Takeaways Over 20% of marketing emails never make it to a subscribers inbox 47% of subscribers use the "spam" button to unsubscribe 77% of marketers experience emails being diverted to the spam folder Nearly 49% of email recipients have email accounts for messages they rarely intend to open Many URL shorteners are on blacklists. Dont use them!
  • 22. Bounce Log Checks - Highlights smtp;550 5.2.3 RESOLVER.RST.RecipSizeLimit; message too large for this recipient Blocked Using Spam Pattern, Your Message May Contain The Spam Contents [internal] No valid hosts (too many connection failures) smtp; 421 4.4.0 [internal] no MXs for this domain could be reached at this time