25 Keywords           understand   TO         Email Marketing  © lilufoto - Fotolia.comjeudi 19 juillet 2012
Hatime Araki Email Data Analytics & Deliverability @matehi                                              Bruno Fridlansky  ...
Your GOAL ?                            Reach                            your                           CLIENTS© rangizzz -...
Who are you talking to?                Who are you?                        Gathering    Identification                     ...
Who are you                        talking to?                   Who are your recipients?© Ints Vikmanis - Fotolia.comjeud...
#1 CNIL                        Conseil National de l’Informatique et des Libertés                        French National c...
#2 OPTOUT                        The Internet user gives his email address in                        an online form withou...
#3 OPTIN                        The Internet user explicitly agrees                        to receive emails from the bran...
#4 DOUBLE OPTIN                        The Internet user explicitly agrees to receive                        emails AND co...
Who                         are you?                   Identify yourself!© Stephen Coburn - Fotolia.comjeudi 19 juillet 2012
#5 ICANN                        Internet Corporation for Assigned Names and                        Numbers                ...
#6 CAN-SPAM ACT                        Controlling the Assault of Non-Solicited                        Pornography And Mar...
#7 PHISHING                        Identity fraud technique                                                         Userna...
#8 SPF SENDER ID               or                        Sender Policy Framework                                     An Em...
#9 DMARC                        Domain-based Message Authentification,                        Reporting and Conformance    ...
#10 DKIM DOMAINS KEY             or                        Domain Key Identifier Mail                                      ...
What                        are you saying?                   Is your message relevant?© Jean B. - Fotolia.comjeudi 19 jui...
#11 SENDER                        Designates the person or brand which                        addresses the recipient     ...
#12 SUBJECT                        Expresses the promise                        located in the message body               ...
#13 OPENING                        The recipient opens the message                        and loads its images            ...
#14 READ LENGTH                        Time spent to read the content                        This indicator is sometimes u...
#15 CLICK                        The recipient clicks on a link in the message                        A recipient clicks t...
#16 JUNKBOX                        Mail considered junk by the Internet provider, the                        Web-Mail or t...
#17 SPAMFILTER                        Message rejected by Internet provider or                        Web-Mail as suspicio...
#18 SOFT BOUNCE                        Message temporarily rejected for various reasons                        A recipient...
#19 HARD BOUNCE                        Message rejected because of invalid domain or                        unknown recipi...
What are you                        worth?                        Why are you blocked?© Milan Surkala - Fotolia.comjeudi 1...
#20 HONEY POT                        Adress specially created to trap spammers© Sinisa Botas - Fotolia.comjeudi 19 juillet...
#21 SPAMTRAP                        Dead addresses used by                        recipient’s server to                   ...
#22 SPAM REPORT                        The recipient declares the message as SPAM                                         ...
#23 RBL BLACK LIST              or                        Real-time Blackhole List                        Liste of senders...
#24 SENDER SCORE                        REPU TATION Score                        established by Return Path               ...
#25 WARMING UP AN IP                                    Progressively increase the volume                                 ...
jeudi 19 juillet 2012
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25 keywords to understand email marketing slideshare

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25 keywords to understand email marketing slideshare

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  • 25 keywords to understand email marketing slideshare

    1. 1. 25 Keywords understand TO Email Marketing © lilufoto - Fotolia.comjeudi 19 juillet 2012
    2. 2. Hatime Araki Email Data Analytics & Deliverability @matehi Bruno Fridlansky Social Media Marketing & Email Marketing© milachka - Fotolia.com @brunofridljeudi 19 juillet 2012
    3. 3. Your GOAL ? Reach your CLIENTS© rangizzz - Fotolia.comjeudi 19 juillet 2012
    4. 4. Who are you talking to? Who are you? Gathering Identification Internet User Relevance Reputation What are you saying? What are you worth?jeudi 19 juillet 2012
    5. 5. Who are you talking to? Who are your recipients?© Ints Vikmanis - Fotolia.comjeudi 19 juillet 2012
    6. 6. #1 CNIL Conseil National de l’Informatique et des Libertés French National council for computers and freedom Monitors files and checks if the proprietors of the files respect the law© Helder Almeida - Fotolia.comjeudi 19 juillet 2012
    7. 7. #2 OPTOUT The Internet user gives his email address in an online form without realizing that he will receive advertizing emails The CNIL authorizes OPTOUT for communicating to clients (loyalty)© arztsamui - Fotolia.comjeudi 19 juillet 2012
    8. 8. #3 OPTIN The Internet user explicitly agrees to receive emails from the brand and/or its partners The CNIL imposes OPTIN for communicating to prospects in BtoC (recruitment) © ra2 studio - Fotolia.comjeudi 19 juillet 2012
    9. 9. #4 DOUBLE OPTIN The Internet user explicitly agrees to receive emails AND confirms his email address Some European countries impose double optin for communicating to prospects.© Klaus-Peter Adler - Fotolia.comjeudi 19 juillet 2012
    10. 10. Who are you? Identify yourself!© Stephen Coburn - Fotolia.comjeudi 19 juillet 2012
    11. 11. #5 ICANN Internet Corporation for Assigned Names and Numbers Non-profit organization in charge of Internet Protocol addresses (IP) and the Domain Name System (DNS).jeudi 19 juillet 2012
    12. 12. #6 CAN-SPAM ACT Controlling the Assault of Non-Solicited Pornography And MarketingLaw established in2003 in the USA withthe first anti-SPAMrules© Gina Sanders - Fotolia.comjeudi 19 juillet 2012
    13. 13. #7 PHISHING Identity fraud technique Username: STARLET 11 years old, looking for new friends ANYONE CAN HIDE BEHIND A USERNAME BE WATCHFUL ON THE INTERNET A crook takes the name of an announcer for a fraudulent schemehttp://www.actioninnocence.org/jeudi 19 juillet 2012
    14. 14. #8 SPF SENDER ID or Sender Policy Framework An Email is sent by a domain via an IP. The SPF declares IPs which are authorized to send emails for this domain.© alphaspirit - Fotolia.comjeudi 19 juillet 2012
    15. 15. #9 DMARC Domain-based Message Authentification, Reporting and Conformance The DMARC declares blocking and reporting rules for emails which do not comply to SPF© alphaspirit - Fotolia.comjeudi 19 juillet 2012
    16. 16. #10 DKIM DOMAINS KEY or Domain Key Identifier Mail Authentification system based on a cryptographic signature of the message bodyjeudi 19 juillet 2012
    17. 17. What are you saying? Is your message relevant?© Jean B. - Fotolia.comjeudi 19 juillet 2012
    18. 18. #11 SENDER Designates the person or brand which addresses the recipient The sender is the first element considered for message filtering© Vladimir Melnikov - Fotolia.comjeudi 19 juillet 2012
    19. 19. #12 SUBJECT Expresses the promise located in the message body Respect your audience and deliver what you promised© auremar - Fotolia.comjeudi 19 juillet 2012
    20. 20. #13 OPENING The recipient opens the message and loads its images The sender and the subject have aroused curiosity and/or interestjeudi 19 juillet 2012
    21. 21. #14 READ LENGTH Time spent to read the content This indicator is sometimes used by Web-Mail to measure the interest of the recipient© Yuri Arcurs - Fotolia.comjeudi 19 juillet 2012
    22. 22. #15 CLICK The recipient clicks on a link in the message A recipient clicks to continue, proof that the content is relevant to his needs and interests© Szasz-Fabian Erika - Fotolia.comjeudi 19 juillet 2012
    23. 23. #16 JUNKBOX Mail considered junk by the Internet provider, the Web-Mail or the message management system The message has arrived to the recipient as junk and can still be flagged as desirable© Richard Villalon - Fotolia.comjeudi 19 juillet 2012
    24. 24. #17 SPAMFILTER Message rejected by Internet provider or Web-Mail as suspicious of spam If this suspicion is not cancelled, total blocking can occur!© Sebastian Wolf - Fotolia.comjeudi 19 juillet 2012
    25. 25. #18 SOFT BOUNCE Message temporarily rejected for various reasons A recipient often in soft bounce can have a negative impact on deliverability© tiero - Fotolia.comjeudi 19 juillet 2012
    26. 26. #19 HARD BOUNCE Message rejected because of invalid domain or unknown recipient A large volume of hard bounces is a sign of an unclean database© Alex_Mac - Fotolia.comjeudi 19 juillet 2012
    27. 27. What are you worth? Why are you blocked?© Milan Surkala - Fotolia.comjeudi 19 juillet 2012
    28. 28. #20 HONEY POT Adress specially created to trap spammers© Sinisa Botas - Fotolia.comjeudi 19 juillet 2012
    29. 29. #21 SPAMTRAP Dead addresses used by recipient’s server to detect spammers© Rido - Fotolia.comjeudi 19 juillet 2012
    30. 30. #22 SPAM REPORT The recipient declares the message as SPAM Some Web-Mails give notice to the sender via a FEED-BACK LOOP© Dron - Fotolia.comjeudi 19 juillet 2012
    31. 31. #23 RBL BLACK LIST or Real-time Blackhole List Liste of senders considered as spammers ACCESS DENIED TO UNAUTHORIZED PERSONS© bricef - Fotolia.comjeudi 19 juillet 2012
    32. 32. #24 SENDER SCORE REPU TATION Score established by Return Path Scale from 0 to 100 by IP and sender domain© Pavel Losevsky - Fotolia.comjeudi 19 juillet 2012
    33. 33. #25 WARMING UP AN IP Progressively increase the volume of emails sent from an IP to build up its reputation© Guillaume Besnard - Fotolia.comjeudi 19 juillet 2012
    34. 34. jeudi 19 juillet 2012
    35. 35. Download this presentation by participating to its distribution with Pay With A Tweetjeudi 19 juillet 2012

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