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19 Email Deliverability Terms Every Marketer Should Know


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  • 1. EMAIL terms19 DELIVERABILITY you should know…
  • 2. I’m Jenn Yorke. Nice to meet you.JENNIFER YORKESales Trainer@jenniferyorke
  • 3. 1 CAN-SPAM - 2003 Federal lawStandardsfor sendingCOMMERCIALemail
  • 4. DELIVERABILITY 2- action The ability to GET AN EMAIL into the intended recipient’s INBOX
  • 5. 3 ACCEPTANCE RATE - it doesn’t mean it got to the inboxThe PERCENTAGE ofemails that areACCEPTED bya mail server
  • 6. 4 SENDER POLICY FRAMEWORK - technical stuffA Domain Name Server (DNS)record that says an IP ordomain CAN SEND EMAILon my behalf
  • 7. When you send an ever increasing number of emails out of an IP address in order to build up the IP’s REPUTATION5 WARMING UP AN IP - so you can get email into an inbox
  • 8. Return Path’s REPUTATION rating of 0-100 for every outgoing mail server IPSENDER SCORE 6- Low score? Good luck getting into an inbox
  • 9. HARD BOUNCE 7 - like hitting a brick wallA permanentFAILURE to deliveran email
  • 10. 8 SOFT BOUNCE - like hitting a softer brick wall TEMPORARY problems with email delivery After 72 hours it turns into a Hard BounceImage credit: Gayle N
  • 11. 9 SINGLE OPT IN - you’re in! Usually involves taking a form ENTRY and immediately adding that person to a live email list Image credit: Dystopos
  • 12. DOUBLE OPT IN 10 - confirm you’re in! For a user to be added to an email list, she gets sent an email with a CONFIRMATION link. After the user clicks the link, she gets added to the ongoing email communication.
  • 13. 11SPAM - junkNOT ASKED FOR ornot work-safe email
  • 14. 12 SPAM REPORT - feedbackWhen someonereceives your emailand labels it as“SPAM”
  • 15. 13 BLACK LIST - a very bad thing A list that denotes a sender as a SPAMMER
  • 16. 14 HONEY POT - troubleA plantedemail addressdesigned to CATCHspammers
  • 17. 15 HAM - good stuffEmail that is generally desiredand isn’t considered spam. Image credit: Sifu Renka
  • 18. 16 SPAM TRAP - It all starts with a dead email For a time, email that hits a dead email address will return a hard bounce. When the mail server sees traffic going to the dead address, it can turn the email into a Spam Trap, accept the email & report the sender as a SPAMMER.
  • 19. 17 OPEN RATE - measured with a hidden pixel When someone clicks on an email, the PIXEL (image) loads and is counted as an open
  • 20. 18 READ LENGTH - do they like your content? The length of TIME when a person opens an email, until they close it
  • 21. 19 DKIM - digital signatureA method for associating a DOMAINname to an email message Image credit: DwarfVader