Agenda – Using Email to Promote Your Webcasts Role of Email in Your Webcast Program List Building/Opt-in Forms Deliverability Design/Content Approaches Email Tools/Features Measurement/Testing Q & A
Deliverability Questions Are your emails authenticated? Are you maintaining a good sender reputation? Do you have good list hygiene practices? Are you monitoring blacklists? Are you minimizing design, coding and content issues?
3 Main Types of Authentication Sender Policy Framework (SPF) Compares the sending mail server's IP address to the list of authorized sending IP addresses published by the sender domain's owner SenderID Attempts to verify that the from domain allows email from a specific IP or IPs Domain Key Identified Mail (DKIM) Uses keys to encrypt / decrypt a part of the header
Reputation - How do ISPs perceive your mailing habits? Do you honor the ISPs technical requirements? The number of messages per day/hour/minute? List hygiene Complaints What do you do with them? Bad addresses How many times do you send to addresses that don’t exist? Spam Traps “Honeypot” – old addresses
Reducing SPAM Complaints – Deliverability Job #1 Avoid content that looks or sounds “spammy” Don’t over mail! Stick to the frequency you promised at opt-in Don’t send email that recipients didn’t explicitly request Choose your sender name carefully—use your most recognized and expected brand Have an “Update Preferences” link in every email to make it easy for recipients to update their preferences Make your unsubscribe process easy, obvious and trustworthy A good rule of thumb is to stay below 0.3% for each ISP
Blacklists There are HUNDREDS of blacklists Three basic types IP based Domain based URL based Your ESP should monitor for you Monitoring tools Pivotal Veracity, Return Path
SpamAssassin Rules – Use as a “Guide” http://spamassassin.apache.org/tests.html
A Few HTML/Content Don’ts Don’t’ forget to create the text version Not including the text part of the message can cause some filters to treat your email as spam. Don’t have HTML errors: Most common HTML errors come from not having a closing </FONT> tag or having open <TD> or <TR> tags in the HTML Don’t go overboard with large fonts, exclamation points – anything that looks spammy