Emailmarketing Deliverability And Rendering Barcamp Dec07

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Learn about the key influencers to get your email delivered into the inbox

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Emailmarketing Deliverability And Rendering Barcamp Dec07

  1. 1. emailmarketing Deliverability & Rendering Deliverability & Rendering Béate Vervaecke | e-Zen © e-Zen www.e-zen.be
  2. 2. DELIVERABILITY What? Getting into the inbox © e-Zen www.e-zen.be
  3. 3. 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
  4. 4. SPAM FILTERS – results Bounced Absorbed In SPAM folder or in inbox with SPAM in subject © e-Zen www.e-zen.be
  5. 5. 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
  6. 6. SPAM FILTERS – results © e-Zen www.e-zen.be
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. HTML of email Crapy coding No ‘text only’ mail © e-Zen www.e-zen.be
  14. 14. 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
  15. 15. 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
  16. 16. Local spam filters © e-Zen www.e-zen.be
  17. 17. Local spam filters © e-Zen www.e-zen.be
  18. 18. 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
  19. 19. 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
  20. 20. RENDERING Tricky:  Unsubscribe disappears  Corps and font different  No background colour  Buttons, bullets, …  Links not underlined TEST © e-Zen www.e-zen.be
  21. 21. RENDERING Day pass for 5 tests: http://www.sitevista.com/email.asp © e-Zen www.e-zen.be
  22. 22. Spot the difference! Outlook Windows Live Left alignment Right alignment © e-Zen www.e-zen.be
  23. 23. Spot the difference! Outlook Windows Live Hotmail Link: no underlining Underlined link © e-Zen www.e-zen.be
  24. 24. Spot the difference! Outlook 2003 Outlook 2007 © e-Zen www.e-zen.be
  25. 25. Spot the difference! Lotus Notes Outlook 2003 Dynamic width Fixed width © e-Zen www.e-zen.be
  26. 26. Rendering IMAGES Default blocking © e-Zen www.e-zen.be
  27. 27. Rendering IMAGES © e-Zen www.e-zen.be
  28. 28. Rendering IMAGES off off © e-Zen www.e-zen.be
  29. 29. Rendering IMAGES According age Bron: Marketingsherpa E-mailmarketing Summit © e-Zen www.e-zen.be
  30. 30. Rendering IMAGES 1 / 4 doesn’t realise how it works Take in mind the Little Red Crosses! © e-Zen www.e-zen.be
  31. 31. Rendering IMAGES Gray squares (Windows Live Hotmail) © e-Zen www.e-zen.be
  32. 32. © e-Zen www.e-zen.be
  33. 33. Rendering IMAGES © e-Zen www.e-zen.be
  34. 34. Rendering IMAGES © e-Zen www.e-zen.be
  35. 35. Rendering IMAGES Reading Pane! No alt tags © e-Zen www.e-zen.be
  36. 36. © e-Zen www.e-zen.be
  37. 37. © e-Zen www.e-zen.be
  38. 38. © e-Zen www.e-zen.be
  39. 39. © e-Zen www.e-zen.be
  40. 40. Rendering IMAGES Red rectangle © e-Zen www.e-zen.be
  41. 41. Rendering IMAGES Image in email 35 Kb Hotmail: grey © e-Zen www.e-zen.be
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. Thank you! © e-Zen www.e-zen.be

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