Navigating the Murky Waters of Email Deliverability
Agenda <ul><li>The Deliverability Challenge </li></ul><ul><li>The Causes </li></ul><ul><li>The Solution </li></ul><ul><li>...
The Spam Folder
Even The Inbox Has Layers  Avoid The Spam Folder
Images Defaulting Off
Prioritization & Sweep
What’s Going On?
ISPs Make Decisions Inbox  Rejected Not Delivered nor Rejected Spam/Junk Bulk Folders
… And They May Change Over Time Message Result 1st Inbox 2nd Inbox 3rd Spam folder 4th Spam folder 5th Spam folder 6th Rej...
The Delivery Challenge <ul><li>ISPs are constantly evaluating all incoming messages </li></ul><ul><li>They make decisions ...
Agenda <ul><li>The Deliverability Challenge </li></ul><ul><li>The Causes </li></ul><ul><li>The Solution </li></ul><ul><li>...
Causes of Deliverability Problems <ul><li>Content </li></ul><ul><li>Configuration </li></ul><ul><li>Complaints </li></ul><...
CAUSE: Your Content <ul><li>Junk E-mail Filter </li></ul><ul><li>First 8 characters of From are digits Subject contains &q...
Content Isn’t The Problem  Watch Your Content
CAUSE: Your Configuration <ul><li>valid, meaningful, non-generic reverse DNS records.  </li></ul><ul><li>DKIM  Sender ID <...
CAUSE: Complaints <ul><li>Complaint rates are watched very closely! </li></ul>
 
CAUSE: Undeliverables <ul><li>Over 30% of your customers will change their email address this year. </li></ul><ul><li>Repe...
CAUSE: Spam Traps <ul><li>Seemingly valid email addresses used to identify unsolicited email  </li></ul><ul><li>Didn’t rec...
Two Types of Spam Traps <ul><li>Created </li></ul><ul><ul><li>Brand new email address </li></ul></ul><ul><ul><li>Invented ...
Spam Trap Operators <ul><li>ISPs </li></ul><ul><li>For-profit co’s selling spam-filtering services </li></ul><ul><li>Nonpr...
How Many Spam Traps Are There?
Spam Traps Entire Domains @ebt1.com @mediaone.net @matthewremovemcdonald.com Specific Addresses [email_address] [email_add...
Agenda <ul><li>The Deliverability Challenge </li></ul><ul><li>The Causes </li></ul><ul><li>The Solution </li></ul><ul><li>...
Keep Worrying Get Whitelisted and Stop Worrying
 
Your Content <ul><li>Just watch the basics: </li></ul><ul><ul><li>Use a consistent look / feel </li></ul></ul><ul><ul><li>...
Your Configuration <ul><li>Should be OK if: </li></ul><ul><ul><li>You use a reputable ESP  or </li></ul></ul><ul><ul><li>Y...
Your Configuration http://postmaster.aol.com/ http://postmaster.msn.com/ http://postmaster.yahoo.com
Causes of Deliverability Problems <ul><li>Content  (easy to fix) </li></ul><ul><li>Configuration  (easy to fix) </li></ul>...
Avoid Complaints <ul><li>Understand complaint triggers: </li></ul><ul><ul><li>Unexpected content  </li></ul></ul><ul><ul><...
<ul><li>Get Serious About List Cleanup! </li></ul>Avoid Undeliverables
<ul><li>Clean Up Your List </li></ul><ul><ul><li>Define “undeliverable” </li></ul></ul><ul><ul><li>Define “inactive” </li>...
List Audit
 
Avoid Spam Traps <ul><li>No scraping </li></ul><ul><li>No list purchases </li></ul>Make sure 100% of your list  volunteere...
Agenda <ul><li>The Deliverability Challenge </li></ul><ul><li>The Causes </li></ul><ul><li>The Solution </li></ul><ul><li>...
 
Spam Traps are Everyone’s Problem Spam Traps are a Spammers Problem
Remember This Slide? They all operate blacklists
What’s A Blacklist?
Blacklist
Blacklist <ul><li>Might List Your… </li></ul><ul><ul><li>Sending IP </li></ul></ul><ul><ul><li>Sending domain </li></ul></...
 
How Did It Happen?
How Did It Happen? <ul><li>1) Bad List Source or Bad Luck </li></ul><ul><li>Bought/traded lists </li></ul><ul><li>Scraped ...
How Did It Happen? <ul><li>Spammer figures out a real spam trap </li></ul><ul><li>Spammer deliberately registers that addr...
Remember <ul><li>Spam traps & spam trap providers aren’t ‘evil’ </li></ul><ul><li>We all benefit from the filtering servic...
 
When You Hit A Spam Trap <ul><li>Alternatives… </li></ul><ul><li>Dump your entire list and start again </li></ul><ul><li>R...
Agenda <ul><li>The Deliverability Challenge </li></ul><ul><li>The Causes </li></ul><ul><li>The Solution </li></ul><ul><li>...
Seeding <ul><li>Add additional addresses to your mailing list representing your top domains </li></ul><ul><li>Sign into th...
Seeding <ul><li>Useful as indicator, but small sample size </li></ul>
Full Deployment Observation Seeding
You can do it yourself!
The Process <ul><li>ID your top domains </li></ul><ul><li>Observe activity  by domain   </li></ul><ul><ul><li>Bounce rates...
Observing Bounces <ul><li>Comcast.net refusing your emails </li></ul><ul><li>Earthlink.net throwing out your emails </li><...
Observing Clicks You are landing in Yahoo.com’s Bulk Folder!
Full Deployment Observation Rejected Not Delivered nor Rejected Spam/Junk Bulk Folders Spam Folder or Image Suppression Lo...
 
<ul><li>Causes of Deliverability Problems </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Configuration </li></ul...
Upcoming SlideShare
Loading in …5
×

Navigating the Murky Waters of Deliverability

501 views
310 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
501
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • a
  • a
  • Their goal isn’t necessarily to deliver your marketing messages!
  • a
  • a
  • a
  • a
  • New spamtraps set up 24/7 Infinite unique variations That’s why no vendor could ever offer a service to get rid of all spamtraps!
  • a
  • a
  • Two reengagement examples. Focus on the subject lines.
  • Lots of services allow you to check to see if you are on a blacklist.
  • I covered a lot in this, but don’t panic. You are surrounded by experts who can help you out, your ESP, etc. Also, must remember a few key points…
  • Navigating the Murky Waters of Deliverability

    1. 1. Navigating the Murky Waters of Email Deliverability
    2. 2. Agenda <ul><li>The Deliverability Challenge </li></ul><ul><li>The Causes </li></ul><ul><li>The Solution </li></ul><ul><li>The New New Wrinkle </li></ul><ul><li>Monitoring Your Deliverability </li></ul>
    3. 3. The Spam Folder
    4. 4. Even The Inbox Has Layers Avoid The Spam Folder
    5. 5. Images Defaulting Off
    6. 6. Prioritization & Sweep
    7. 7. What’s Going On?
    8. 8. ISPs Make Decisions Inbox Rejected Not Delivered nor Rejected Spam/Junk Bulk Folders
    9. 9. … And They May Change Over Time Message Result 1st Inbox 2nd Inbox 3rd Spam folder 4th Spam folder 5th Spam folder 6th Rejected 7th Rejected 8th Rejected 9th Twilight Zone 10th and on Twilight Zone
    10. 10. The Delivery Challenge <ul><li>ISPs are constantly evaluating all incoming messages </li></ul><ul><li>They make decisions and deliver (or not!) to the inbox </li></ul><ul><li>Their decisions may change at any time </li></ul>ISPs’ #1 goal is to keep their customers happy
    11. 11. Agenda <ul><li>The Deliverability Challenge </li></ul><ul><li>The Causes </li></ul><ul><li>The Solution </li></ul><ul><li>The Scary Part </li></ul><ul><li>Monitoring Your Deliverability </li></ul>
    12. 12. Causes of Deliverability Problems <ul><li>Content </li></ul><ul><li>Configuration </li></ul><ul><li>Complaints </li></ul><ul><li>Undeliverables </li></ul><ul><li>Spam Traps </li></ul>
    13. 13. CAUSE: Your Content <ul><li>Junk E-mail Filter </li></ul><ul><li>First 8 characters of From are digits Subject contains &quot;advertisement&quot; Body contains &quot;money back &quot; Body contains &quot;cards accepted&quot; Body contains &quot;removal instructions&quot; Body contains &quot;extra income&quot; Subject contains &quot;!&quot; AND Subject contains &quot;$&quot; Subject contains &quot;!&quot; AND Subject contains &quot;free&quot; Body contains &quot;,000&quot; AND Body contains &quot;!!&quot; AND Body contains &quot;$&quot; Body contains &quot;Dear friend&quot; Body contains &quot;for free?&quot; Body contains &quot;for free!&quot; Body contains &quot;SPECIAL PROMOTION&quot; Body contains &quot;one-time mail&quot; Subject contains &quot;$$&quot; Body contains &quot; Body contains &quot;order today&quot; Body contains &quot;order now!&quot; Body contains &quot;money-back guarantee&quot; Body contains &quot;100% satisfied&quot; To contains &quot;friend@&quot; To contains &quot;public@&quot; etc! </li></ul><ul><li>Adult Content Filter </li></ul><ul><li>Subject contains &quot; xxx&quot; Subject contains &quot;over 18&quot; Subject contains &quot;over 21&quot; Subject contains &quot;adult s&quot; Subject contains &quot;adults only&quot; Subject contains &quot;be 18&quot; Subject contains &quot;18+&quot; Body contains &quot;over 18&quot; Body contains &quot;over 21&quot; Body contains &quot;must be 18&quot; Body contains &quot;adults only&quot; Body contains &quot;adult web&quot; Body contains &quot;must be 21&quot; Body contains &quot;adult en&quot; Body contains &quot;18+&quot; Subject contains &quot;erotic&quot; Subject contains &quot;adult en&quot; Subject contains &quot; sex&quot; Body contains &quot; xxx &quot; Body contains &quot; xxx!&quot; Subject contains &quot;free&quot; AND Subject contains &quot;adult&quot; Subject contains &quot;free&quot; AND Subject contains &quot;sex&quot; </li></ul>
    14. 14. Content Isn’t The Problem Watch Your Content
    15. 15. CAUSE: Your Configuration <ul><li>valid, meaningful, non-generic reverse DNS records. </li></ul><ul><li>DKIM Sender ID </li></ul><ul><li>No insecure relays </li></ul><ul><li>No more than 500 simultaneous connections </li></ul><ul><li>No retransmit after certain SMTP response codes </li></ul>
    16. 16. CAUSE: Complaints <ul><li>Complaint rates are watched very closely! </li></ul>
    17. 18. CAUSE: Undeliverables <ul><li>Over 30% of your customers will change their email address this year. </li></ul><ul><li>Repeated sends to an undeliverable address is the behavior of a spammer </li></ul>
    18. 19. CAUSE: Spam Traps <ul><li>Seemingly valid email addresses used to identify unsolicited email </li></ul><ul><li>Didn’t recently opt in to your offer nor click any links </li></ul>If you send mail to a spam trap, you look like a spammer and may be treated as one!
    19. 20. Two Types of Spam Traps <ul><li>Created </li></ul><ul><ul><li>Brand new email address </li></ul></ul><ul><ul><li>Invented solely for the purpose of being a spamtrap </li></ul></ul><ul><ul><li>Seeded in a list or posted on a website so it can be ‘scraped’ </li></ul></ul><ul><li>Recycled </li></ul><ul><ul><li>Former email address of a real person, now abandoned </li></ul></ul><ul><ul><li>Held in quarantine for 1+ yrs, during that time it bounces </li></ul></ul><ul><ul><li>Reactivated as spamtrap </li></ul></ul>
    20. 21. Spam Trap Operators <ul><li>ISPs </li></ul><ul><li>For-profit co’s selling spam-filtering services </li></ul><ul><li>Nonprofits and volunteer projects </li></ul><ul><li>Individual anti-spam vigilantes </li></ul>
    21. 22. How Many Spam Traps Are There?
    22. 23. Spam Traps Entire Domains @ebt1.com @mediaone.net @matthewremovemcdonald.com Specific Addresses [email_address] [email_address] [email_address] [email_address]
    23. 24. Agenda <ul><li>The Deliverability Challenge </li></ul><ul><li>The Causes </li></ul><ul><li>The Solution </li></ul><ul><li>The Scary Part </li></ul><ul><li>Monitoring Your Deliverability </li></ul>
    24. 25. Keep Worrying Get Whitelisted and Stop Worrying
    25. 27. Your Content <ul><li>Just watch the basics: </li></ul><ul><ul><li>Use a consistent look / feel </li></ul></ul><ul><ul><li>Avoid typos & sloppy grammar </li></ul></ul><ul><ul><li>Avoid forms / invasive questions / excessive urgency </li></ul></ul><ul><ul><li>Avoid attachments, especially .exe </li></ul></ul><ul><ul><li>Properly format your HTML </li></ul></ul>
    26. 28. Your Configuration <ul><li>Should be OK if: </li></ul><ul><ul><li>You use a reputable ESP or </li></ul></ul><ul><ul><li>Your internal tech team does their homework </li></ul></ul>
    27. 29. Your Configuration http://postmaster.aol.com/ http://postmaster.msn.com/ http://postmaster.yahoo.com
    28. 30. Causes of Deliverability Problems <ul><li>Content (easy to fix) </li></ul><ul><li>Configuration (easy to fix) </li></ul><ul><li>Complaints </li></ul><ul><li>Undeliverables </li></ul><ul><li>Spam Traps </li></ul>Current & Historical “Reputation”
    29. 31. Avoid Complaints <ul><li>Understand complaint triggers: </li></ul><ul><ul><li>Unexpected content </li></ul></ul><ul><ul><li>Unexpected frequency </li></ul></ul><ul><ul><li>Sloppy list management </li></ul></ul><ul><ul><ul><li>Difficult (or nonexistent) unsubscribe </li></ul></ul></ul><ul><ul><ul><li>Not honoring unsubscribes </li></ul></ul></ul><ul><ul><li>Unexpected changes </li></ul></ul>
    30. 32. <ul><li>Get Serious About List Cleanup! </li></ul>Avoid Undeliverables
    31. 33. <ul><li>Clean Up Your List </li></ul><ul><ul><li>Define “undeliverable” </li></ul></ul><ul><ul><li>Define “inactive” </li></ul></ul><ul><ul><li>Remove undeliverables & inactives routinely </li></ul></ul><ul><ul><ul><li>Manually review your list </li></ul></ul></ul><ul><ul><ul><li>Do quarterly list audits </li></ul></ul></ul><ul><ul><ul><li>Re-engage or re-opt-in your entire list </li></ul></ul></ul>
    32. 34. List Audit
    33. 36. Avoid Spam Traps <ul><li>No scraping </li></ul><ul><li>No list purchases </li></ul>Make sure 100% of your list volunteered their email address to you!
    34. 37. Agenda <ul><li>The Deliverability Challenge </li></ul><ul><li>The Causes </li></ul><ul><li>The Solution </li></ul><ul><li>The New New Wrinkle </li></ul><ul><li>Monitoring Your Deliverability </li></ul>
    35. 39. Spam Traps are Everyone’s Problem Spam Traps are a Spammers Problem
    36. 40. Remember This Slide? They all operate blacklists
    37. 41. What’s A Blacklist?
    38. 42. Blacklist
    39. 43. Blacklist <ul><li>Might List Your… </li></ul><ul><ul><li>Sending IP </li></ul></ul><ul><ul><li>Sending domain </li></ul></ul><ul><ul><li>Domain in links </li></ul></ul><ul><ul><li>Domain hosting images </li></ul></ul><ul><li>Why? </li></ul><ul><ul><li>You send spam or </li></ul></ul><ul><ul><li>You accidentally messaged a spamtrap </li></ul></ul>
    40. 45. How Did It Happen?
    41. 46. How Did It Happen? <ul><li>1) Bad List Source or Bad Luck </li></ul><ul><li>Bought/traded lists </li></ul><ul><li>Scraped the web </li></ul><ul><li>Came in through a vendor (bad append, bad lead gen, etc.) </li></ul><ul><li>Customer made typo </li></ul><ul><li>2) Bad List Management </li></ul><ul><li>Didn’t pull out bouncing email addresses </li></ul>
    42. 47. How Did It Happen? <ul><li>Spammer figures out a real spam trap </li></ul><ul><li>Spammer deliberately registers that address everywhere </li></ul><ul><li>Legit marketers now have spam trap on their list & message it </li></ul><ul><li>Marketer, ESP and spam trap provider argue over what happened </li></ul><ul><ul><li>Trust in spam trap provider undermined </li></ul></ul><ul><ul><li>Spammer wins </li></ul></ul>3) Poisioned
    43. 48. Remember <ul><li>Spam traps & spam trap providers aren’t ‘evil’ </li></ul><ul><li>We all benefit from the filtering services they provide </li></ul>
    44. 50. When You Hit A Spam Trap <ul><li>Alternatives… </li></ul><ul><li>Dump your entire list and start again </li></ul><ul><li>Re-opt in every address </li></ul><ul><li>Segment, test, segment, test, segment, test, segment, test, segment, test, segment, test… </li></ul><ul><li>Hire a vendor to scrub </li></ul><ul><li>Ignore It </li></ul>
    45. 51. Agenda <ul><li>The Deliverability Challenge </li></ul><ul><li>The Causes </li></ul><ul><li>The Solution </li></ul><ul><li>The New New Wrinkle </li></ul><ul><li>Monitoring Your Deliverability </li></ul>
    46. 52. Seeding <ul><li>Add additional addresses to your mailing list representing your top domains </li></ul><ul><li>Sign into these ‘seed’ accounts to confirm successful receipt of your messages </li></ul>
    47. 53. Seeding <ul><li>Useful as indicator, but small sample size </li></ul>
    48. 54. Full Deployment Observation Seeding
    49. 55. You can do it yourself!
    50. 56. The Process <ul><li>ID your top domains </li></ul><ul><li>Observe activity by domain </li></ul><ul><ul><li>Bounce rates </li></ul></ul><ul><ul><li>Click through rates </li></ul></ul><ul><ul><li>Unsubscribe rates </li></ul></ul><ul><ul><li>Open rates </li></ul></ul><ul><li>Look for outliers </li></ul>
    51. 57. Observing Bounces <ul><li>Comcast.net refusing your emails </li></ul><ul><li>Earthlink.net throwing out your emails </li></ul>
    52. 58. Observing Clicks You are landing in Yahoo.com’s Bulk Folder!
    53. 59. Full Deployment Observation Rejected Not Delivered nor Rejected Spam/Junk Bulk Folders Spam Folder or Image Suppression Low Open Rate Spam Folder Low Click/Unsub Rate “ Twilight Zone” Low Bounce Rate Rejected High Bounce Rate Conclusion Domain Has A…
    54. 61. <ul><li>Causes of Deliverability Problems </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Configuration </li></ul></ul><ul><ul><li>Complaints </li></ul></ul><ul><ul><li>Undeliverables </li></ul></ul><ul><ul><li>Spam Traps </li></ul></ul><ul><li>It Might Happen To You </li></ul><ul><ul><li>Stay Calm </li></ul></ul><ul><ul><li>Have a Plan </li></ul></ul><ul><li>Establish Monitoring </li></ul>Takeaways…

    ×