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Demystifying Email Deliverability
Rishikesh Someshetti
NetGains Technologies Pvt Ltd.
Makint iT Simple

1
Demystifying Email Deliverability

Junk

2
Agenda
What is a Sender Score or Reputation?
What are the factors in that Score?
How to improve them?
Deliverability 101
Complaints, Bounces, Spam Trap, Volumes, List
Management, and Content
What does it cost me?
3
What is a Sender Score?
Sender Score is a credit score. Reputation
Just like when the dealership your getting a car loan from
checks your financial score
Reputation comes down to what other people think of your
email methods.
What is email based on?

Complaints
Bounce Rate

 Hard
 Block

 Backlistings
Volumes
Spamtraps
4
Sender Score

http://www.senderscore.org
IP
Domain
5
Why is it Important?
In 2009, an estimated 95% of all email was classified as SPAM
Because of increasingly aggressive filtering technologies

 Forgeries, Content Hijackings, growing botnets, etc

On average, 27.6% of commercial emails sent to business
addresses don't reach the inbox. - Return Path (2009)

In North America, only 80% of legitimate email is delivered to
the Inbox - Return Paths Biannual report on message deliverability

90% of delivery issues are related to senders behaviors and NOT
content - George Bilbrey, Return Path

6
Email Deliverability 101

Complaints
Bounces
Spam Trap
Volumes
List Management
Content
7
Complaints
#1 most important factor in reputation

Human response to unwanted mail
Receivers notices back to senders
Feedback Loops

Very low threshold
0.01% of all email sent in 24 hour period
Email Clients
What You Can Do - Monitor Complaint Rates
SPAM Unsubscribe Report
Remember keep under 0.01%
Trend over time
Review ALL changes when things go wrong
Email Deliverability 101
Complaints
Bounces
Spam Trap
Volumes
List Management
Content

11
All About Bounces
High bounces signal bad lists or list management
practices
Indicative of spammers
Send to as many addresses as possible
No regard for valid of addresses
Dont stay around for reporting

Very hard for receiver to differentiate between bad
list management and actual spamming
Dealing with Bounces
Hard Bounce
Bad email addresses
Soft Bounces
Mailbox full

Blocks/Spam
Content
URL

Technical Failures
Server down

Out of Offices

13
What You Can Do - Spam Traps
Remove them? How?
Dont buy *random* lists
Ask for data history if you buy list
Get SLAs

Watch e-pending services
Remove inactive accounts
Quality over Quantity

Run re-Confirmation processes
Use confirmed opt-in in at capture
14
Email Deliverability 101
Complaints
Bounces
Spam Trap
Volumes
List Management
Content

15
Volumes
Volume is not in itself good or bad, but is an
important part of the overall reputation algorithm.
A higher score equates to larger volume monitored
by the Sender Score Reputation Network.
= More to measure you on

16
What You Can Do - Volumes
Do not send too frequently or randomly
Send a steady, consistent volume
Send from clean shared range if low volumes
Create multiple interests
Newsletter
Marketing

17
Email Deliverability 101
Complaints
Bounces
Spam Trap
Volumes
List Management
Content

18
List Management
Send to those who asked to receive your email
People will complain if they dont know who you are
and did NOT request the content

Frequency and Relevancy
Recipients should see what they signed up for and at
what frequency they signed up for it
Meet their expectations of what they signed up for

Know your subscriber
Use personalization. Read their digital body language
Segment & target
What You Can Do - List Management
Ensure you dont look like a spammer when delivering to
non-existent accounts
Spammers batch and blast to the same list every time
Old accounts are sometimes re-used as spamtraps 18-24 months later
Remove bad email addresses

Reduce the amount of complaints against your IP
Watch your spam unsubscribe reports regularly for trends
Remove contacts that dont click-through

Ensures spam trap hits are low
Dont buy lists or buy from trusted sources
Perform opt-in
Send email confirmations

Activity filters
Remove inactive contacts from your database
Email Deliverability 101
Complaints
Bounces
Spam Trap
Volumes
List Management
Content

21
Content
Content is still important, but not as much as in
the past when it comes to sounding like a spammer
Content preview testing
Relevancy
Call to action
Image to text ratio
What You Can Do - Content
Personalization
>Inserting a person's name into an email increases open
rates by as much as 10%. - Jupiter Research (2006)

Dont include video, flash scripts or forms in email
>Most are blocked by email clients for security
>Spam filtering is more likely to occur because
of HTML coding than the words in your email.
- George Bilbrey, iMediaConnection (2006)

Make sure your content is readable
>On mobile devices

>In preview panes

>With images OFF
23
Content Preview Example

24
Why Do You Care?
W
Digital Body Language
Drives cleaner leads to website
Who opened?
Who clicked? Where?
Whos active? Whos not?
Whats most important to them?
Segmentation and relevancy
Nurture
Integration
Deliverability PLUS+

27
What else does NetGains do to help?
Provide dedicated or shared IPs/Branding
Dedicated Delivery and Privacy Team
24x7 Monitoring

Automatically suppress / report hard bouncebacks
Bounceback History Report

Automatically suppress / report ISP based complaints
SPAM Unsubscribe List report

Suppress known bad spelling, known SPAM traps, high
level complainers, FCC Wireless Suppression list
Deliverability Testing through Return Path
Email and Privacy Certification
What you can do
Monitor IP reputation
http://www.senderscore.org

 Create a FREE account
 Have you IP or Domain ready

Monitor complaint rates and adjust
Trend in your email applications
Remove them

Monitor hard bounce rates and adjust
Are you being seen as spam or spammer?

Keep lists clean and relevant
Remove inactive
Quality over Quantity
Getting to the Inbox
Contact Info

NetGains Technologies Pvt.
Ltd.
708 / 709, Corporate Avenue,
Sonawala Road, Near Udyog Bhavan,
Email: Sales@netgainstechnologies.com
Goregaon (E). Mumbai-400 063. India.

Website: http://www.netgainstechnologies.com
Q&A

More Related Content

Demystifying email deliverability

  • 1. Demystifying Email Deliverability Rishikesh Someshetti NetGains Technologies Pvt Ltd. Makint iT Simple 1
  • 3. Agenda What is a Sender Score or Reputation? What are the factors in that Score? How to improve them? Deliverability 101 Complaints, Bounces, Spam Trap, Volumes, List Management, and Content What does it cost me? 3
  • 4. What is a Sender Score? Sender Score is a credit score. Reputation Just like when the dealership your getting a car loan from checks your financial score Reputation comes down to what other people think of your email methods. What is email based on? Complaints Bounce Rate Hard Block Backlistings Volumes Spamtraps 4
  • 6. Why is it Important? In 2009, an estimated 95% of all email was classified as SPAM Because of increasingly aggressive filtering technologies Forgeries, Content Hijackings, growing botnets, etc On average, 27.6% of commercial emails sent to business addresses don't reach the inbox. - Return Path (2009) In North America, only 80% of legitimate email is delivered to the Inbox - Return Paths Biannual report on message deliverability 90% of delivery issues are related to senders behaviors and NOT content - George Bilbrey, Return Path 6
  • 7. Email Deliverability 101 Complaints Bounces Spam Trap Volumes List Management Content 7
  • 8. Complaints #1 most important factor in reputation Human response to unwanted mail Receivers notices back to senders Feedback Loops Very low threshold 0.01% of all email sent in 24 hour period
  • 10. What You Can Do - Monitor Complaint Rates SPAM Unsubscribe Report Remember keep under 0.01% Trend over time Review ALL changes when things go wrong
  • 11. Email Deliverability 101 Complaints Bounces Spam Trap Volumes List Management Content 11
  • 12. All About Bounces High bounces signal bad lists or list management practices Indicative of spammers Send to as many addresses as possible No regard for valid of addresses Dont stay around for reporting Very hard for receiver to differentiate between bad list management and actual spamming
  • 13. Dealing with Bounces Hard Bounce Bad email addresses Soft Bounces Mailbox full Blocks/Spam Content URL Technical Failures Server down Out of Offices 13
  • 14. What You Can Do - Spam Traps Remove them? How? Dont buy *random* lists Ask for data history if you buy list Get SLAs Watch e-pending services Remove inactive accounts Quality over Quantity Run re-Confirmation processes Use confirmed opt-in in at capture 14
  • 15. Email Deliverability 101 Complaints Bounces Spam Trap Volumes List Management Content 15
  • 16. Volumes Volume is not in itself good or bad, but is an important part of the overall reputation algorithm. A higher score equates to larger volume monitored by the Sender Score Reputation Network. = More to measure you on 16
  • 17. What You Can Do - Volumes Do not send too frequently or randomly Send a steady, consistent volume Send from clean shared range if low volumes Create multiple interests Newsletter Marketing 17
  • 18. Email Deliverability 101 Complaints Bounces Spam Trap Volumes List Management Content 18
  • 19. List Management Send to those who asked to receive your email People will complain if they dont know who you are and did NOT request the content Frequency and Relevancy Recipients should see what they signed up for and at what frequency they signed up for it Meet their expectations of what they signed up for Know your subscriber Use personalization. Read their digital body language Segment & target
  • 20. What You Can Do - List Management Ensure you dont look like a spammer when delivering to non-existent accounts Spammers batch and blast to the same list every time Old accounts are sometimes re-used as spamtraps 18-24 months later Remove bad email addresses Reduce the amount of complaints against your IP Watch your spam unsubscribe reports regularly for trends Remove contacts that dont click-through Ensures spam trap hits are low Dont buy lists or buy from trusted sources Perform opt-in Send email confirmations Activity filters Remove inactive contacts from your database
  • 21. Email Deliverability 101 Complaints Bounces Spam Trap Volumes List Management Content 21
  • 22. Content Content is still important, but not as much as in the past when it comes to sounding like a spammer Content preview testing Relevancy Call to action Image to text ratio
  • 23. What You Can Do - Content Personalization >Inserting a person's name into an email increases open rates by as much as 10%. - Jupiter Research (2006) Dont include video, flash scripts or forms in email >Most are blocked by email clients for security >Spam filtering is more likely to occur because of HTML coding than the words in your email. - George Bilbrey, iMediaConnection (2006) Make sure your content is readable >On mobile devices >In preview panes >With images OFF 23
  • 25. Why Do You Care?
  • 26. W
  • 27. Digital Body Language Drives cleaner leads to website Who opened? Who clicked? Where? Whos active? Whos not? Whats most important to them? Segmentation and relevancy Nurture Integration Deliverability PLUS+ 27
  • 28. What else does NetGains do to help? Provide dedicated or shared IPs/Branding Dedicated Delivery and Privacy Team 24x7 Monitoring Automatically suppress / report hard bouncebacks Bounceback History Report Automatically suppress / report ISP based complaints SPAM Unsubscribe List report Suppress known bad spelling, known SPAM traps, high level complainers, FCC Wireless Suppression list Deliverability Testing through Return Path Email and Privacy Certification
  • 29. What you can do Monitor IP reputation http://www.senderscore.org Create a FREE account Have you IP or Domain ready Monitor complaint rates and adjust Trend in your email applications Remove them Monitor hard bounce rates and adjust Are you being seen as spam or spammer? Keep lists clean and relevant Remove inactive Quality over Quantity
  • 30. Getting to the Inbox
  • 31. Contact Info NetGains Technologies Pvt. Ltd. 708 / 709, Corporate Avenue, Sonawala Road, Near Udyog Bhavan, Email: Sales@netgainstechnologies.com Goregaon (E). Mumbai-400 063. India. Website: http://www.netgainstechnologies.com
  • 32. Q&A