Emailmarketing Deliverability And Rendering Barcamp Dec07

emailmarketing Deliverability & Rendering Deliverability & Rendering Béate Vervaecke | e-Zen © e-Zen www.e-zen.be

DELIVERABILITY What? Getting into the inbox © e-Zen www.e-zen.be

DELIVERABILITY Send Emails Spam filters Sent Bounced and feedbackloop 1 Internet Service Providers Absorbed Spam complaint or whitelist SPAM folder 2 Email client Inbox © e-Zen www.e-zen.be

SPAM FILTERS – results Bounced Absorbed In SPAM folder or in inbox with SPAM in subject © e-Zen www.e-zen.be

SPAM FILTERS – results False positives  Europe: 7%  USA: 9% Source: Lyris ISP Deliverability Report Card Q1 2007 Gmail (28%) © e-Zen www.e-zen.be

SPAM FILTERS – results © e-Zen www.e-zen.be

Enhance deliverability 1. Sending infrastructure 2. Check Blacklists 3. Authenticate 4. Reputation 5. HMTL of email 6. Content of email © e-Zen www.e-zen.be

Sending Infrastructure Reversed DNS? MX records consistent - RFC 1035 en RFC 2181? SMTP helo command? Existing domain name Statical IP-adres …  http://www.postcastserver.com/help/DNS_Lookups.aspx  checks available www.senderscore.org and http://emailstuff.org/ © e-Zen www.e-zen.be

Check blacklists • www.dnsstuff.com • www.spamhaus.com • http://emailstuff.org/ • http://www.senderbase.org/ • http://www.kloth.net/services/dnsbl.php • http://openrbl.org/ © e-Zen www.e-zen.be

Authenticate http://www.clickz.com/showPage.html?page=3623869 SPF Sender Policy Framework http://www.clickz.com/showPage.html?page=3465711 http://www.openspf.org/SPF_vs_Sender_ID Sender ID (Microsoft) http://www.clickz.com/showPage.html?page=3482506 DomainKey - DKIM (DK Identified Mailer - Yahoo) http://www.clickz.com/showPage.html?page=3485571 © e-Zen www.e-zen.be

Reputation http://www.clickz.com/showPage.html?page=3624010 Volume / frequency IP - stability Keep sending to bounces SPAM traps? SPAM complaints? © e-Zen www.e-zen.be

Reputation Opt-in’s Unsubscribes and spamcomplaints Bounces Feedback loops  https://postmaster.live.com/SNDS/index.aspx Check blacklists and react Certification (US)  Habeas, Sender Score Certified, Goodmail, … © e-Zen www.e-zen.be

HTML of email Crapy coding No ‘text only’ mail © e-Zen www.e-zen.be

Content of email Words (From, Subject, Body) Balance images / txt Dangerous attachments? Links to websites with bad reputation Too many capitals, fonts, corps, … Check:  http://www.emailgarage.com/html/spamcheck.asp  Lyris content checker (fee) © e-Zen www.e-zen.be

DELIVERABILITY Send Emails Spam filters Sent Bounced and feedbackloop 1 Internet Service Providers Absorbed Spamcomplaint or whitelist SPAM folder 2 Email client Inbox © e-Zen www.e-zen.be

Local spam filters © e-Zen www.e-zen.be

RENDERING Lay-out email is constant ≠ html email Html website  Webmails • Strips everything outside the bodytag  Lotus Notes  Outlook 2007 (uses Word Engine) © e-Zen www.e-zen.be

RENDERING IAB Cookbook  http://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdf  http://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf Mobile  http://www.theemailwars.com/archives/2007/03/day_three_sherpa_email_summit_mobile_and_email.php http://www.templatekit.com/lotusnotes1.php © e-Zen www.e-zen.be

RENDERING Tricky:  Unsubscribe disappears  Corps and font different  No background colour  Buttons, bullets, …  Links not underlined TEST © e-Zen www.e-zen.be

RENDERING Day pass for 5 tests: http://www.sitevista.com/email.asp © e-Zen www.e-zen.be

Spot the difference! Outlook Windows Live Left alignment Right alignment © e-Zen www.e-zen.be

Spot the difference! Outlook Windows Live Hotmail Link: no underlining Underlined link © e-Zen www.e-zen.be

Spot the difference! Outlook 2003 Outlook 2007 © e-Zen www.e-zen.be

Spot the difference! Lotus Notes Outlook 2003 Dynamic width Fixed width © e-Zen www.e-zen.be

Rendering IMAGES Default blocking © e-Zen www.e-zen.be

Rendering IMAGES © e-Zen www.e-zen.be

Some sources www.marketingsherpa.com free email - interesting cases www.eroi.com US e-mail providers - www.exacttarget.com whitepapers www.silverpop.com www.campaignmonitor.com www.emaillabs.com www.b2bemailmarketing.com Blogs www.email-marketing- reports.com © e-Zen www.e-zen.be

Some sources www.emailstatcenter.com Statistics, benchmarks www.emailexperience.org Email Experience Council www.email-marketing- Overview of interesting reports.com/iland/2007/02/to sources p-21-email-marketing- information.html www.emailmarketersclub.com Forum © e-Zen www.e-zen.be

More information? IAB Cookbook http://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdf http://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf beate@e-zen.be © e-Zen www.e-zen.be

http://www.netlash.com	182
http://www.inbox20.be	47
http://www.barcamp.be	43
http://barcamp.forret.com	3
http://www.webwatch.be	2
http://www.netvibes.com	2
http://feed.benjamincarlier.be	1
http://barcamp.be	1
file://	1
http://localhost:8888	1

Emailmarketing Deliverability And Rendering Barcamp Dec07

by Béate Vervaecke

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