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Transcript

  • 1. 25 Keywords understand TO Email Marketing © lilufoto - Fotolia.comjeudi 19 juillet 2012
  • 2. Hatime Araki Email Data Analytics & Deliverability @matehi Bruno Fridlansky Social Media Marketing & Email Marketing© milachka - Fotolia.com @brunofridljeudi 19 juillet 2012
  • 3. Your GOAL ? Reach your CLIENTS© rangizzz - Fotolia.comjeudi 19 juillet 2012
  • 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. Who are you talking to? Who are your recipients?© Ints Vikmanis - Fotolia.comjeudi 19 juillet 2012
  • 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. #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. #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. #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. Who are you? Identify yourself!© Stephen Coburn - Fotolia.comjeudi 19 juillet 2012
  • 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. #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. #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. #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. #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. #10 DKIM DOMAINS KEY or Domain Key Identifier Mail Authentification system based on a cryptographic signature of the message bodyjeudi 19 juillet 2012
  • 17. What are you saying? Is your message relevant?© Jean B. - Fotolia.comjeudi 19 juillet 2012
  • 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. #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. #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. #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. #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. #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. #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. #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. #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. What are you worth? Why are you blocked?© Milan Surkala - Fotolia.comjeudi 19 juillet 2012
  • 28. #20 HONEY POT Adress specially created to trap spammers© Sinisa Botas - Fotolia.comjeudi 19 juillet 2012
  • 29. #21 SPAMTRAP Dead addresses used by recipient’s server to detect spammers© Rido - Fotolia.comjeudi 19 juillet 2012
  • 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. #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. #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. #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. jeudi 19 juillet 2012
  • 35. Download this presentation by participating to its distribution with Pay With A Tweetjeudi 19 juillet 2012