際際滷

際際滷Share a Scribd company logo

Demystifying email deliverability

Download as PPT, PDF
N
NetGains Technologies Pvt. Ltd.

This document discusses email deliverability and how to improve a sender's reputation score. It explains that a sender reputation score is like a credit score that depends on user complaints, bounce rates, spam trap hits, sending volumes, and list management practices. The document provides tips on monitoring complaint and bounce rates, removing spam traps and inactive users from lists, sending consistent volumes, keeping content relevant, and using personalization. It emphasizes that deliverability depends more on sender behaviors than on content. Maintaining a good reputation score is important for email to reach users' inboxes rather than being marked as spam.

1 of 32
Downloaded 16 times
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