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MarketingProfs Preso - AS


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  • Correlation between spam trap hits and unknown users. Inverse correlation between complaints and unknown users because of inbox placement. People can’t complain about email they don’t receive
  • Transcript

    • 1. Best Practices forData Collection &Managing Your Email ListsCraig Swerdloff, CEO, LeadSpend
    • 2. Data collection & hygiene best practices  The old saying that double opt-in is best may be true for some, but for others it can be harmful to growth.  This presentation will feature choices for data collection and data hygiene best practices.  You will gain a better understanding of the companies and technologies that can help, and the role of your ESP in your…..
    • 3. Collecting Data List acquisition List barter List rental Call Center Retail Promotions/Sweepstakes Buying leads Site traffic
    • 4. Why do I care about data quality? Inbox Placement Rate (IPR) is the rate at which the ISP’s deliver the mail received from you to their customers’ mailboxes. IPR is determined by your sender reputation Sender reputation = (engagement) – (complaints + bounces + spam trap hits)
    • 5. How do you maximize list growth &quality at the same time?
    • 6. What is a bounce? Hard bounce: an unknown user at the ISP Soft bounce:
    • 7. Are bounced records really bounced? Do you have confidence that you (or your ESP) are removing bounces properly? Find out what the various bounce codes mean and how you should handle them. Bonus: Did you know that you can avoid most bounces before they happen? Find out how.
    • 8. Why do bounces matter?Bounces mean XYZ for your list.You need to make sure…XYZ.Keep in mind…The three metrics that are most likely to reduce your IPR: Complaint rate Spam trap hit rate Unknown user rate
    • 9. According to Return Path Senders with better reputation metrics have cleaner lists. Unknown user rates above 1% for legitimate email is considered problematic and you should address quickly.The Sender Reputation Report, 2011
    • 10. How do you address Unknown UserRate? Incorporate some form of validation on new data collection. Remove unknown users (hard bounces) when you see them. Mail at regular intervals or perform list hygiene before you mail.
    • 11. Validate new data Confirm email field Confirmation email Email Validation Service Provider (EvSP)
    • 12. Remove hard bounces &handle soft bounces Are you confident that you, or your ESP knows the difference between a hard and a soft bounce? What is the policy for handling soft bounces? What is the policy for handling hard bounces? In a recent discussion of deliverability experts and consultants, confusion reigned on the differences and policy for handling.
    • 13. Bounce code confusion 4xx codes are supposed to represent a soft bounce 5xx codes are supposed to represent a hard bounceNot all ISPs classify them correctly and not all ESPsprocess them properly.The Email Experience Council ( has abounce code directory from the major ISPs:
    • 14. Yahoo! Bounce Codes 554 - Message not allowed: DK Email not accepted because it failed authentication against your sending domain’s DomainKey policy 421 – IP reputation based temporary block 451 - A substantial amount of inactive or invalid recipients. 553 5.7.1 – Spamhaus listing 554 5.7.1 – Content based
    • 15. AOL Bounce Codes 552 Mailbox full 552 Message exceeds maximum fixed size 550 Mailbox not found 550 Access denied 554 RTR:BL - Permanent block due to poor IP reputation 554 HVU – Complaints 554 or 421 DNS – DNS errors 554 CON - The IP address has been blocked due to unfavorable e-mail statistics
    • 16. Cox Bounce Codes Sender based – (452, 421, 554) Message based – 552 - [$(_id) attachment extension is forbidden] Recipient based – 550 - [recipient rejected] Oops – 421 - [ESMTP server temporarily not available] Blacklists – Spamhaus, SURBL and URIBL
    • 17. Hotmail Bounce Codes 550 OU - Related to spam-like content or IP reputation, or for external IP blocking technologies. Examples: Spamhaus XBL/SBL & BM. 550 SC – Spam complaints 421 RP – Reputation or rate limiting
    • 18. Key Takeaways Bounce removal/handling List hygiene Communication with your ESP Etc. Etc.
    • 19. More Resources
    • 20. Thank You!Craig Swerdloffcswerdloff@leadspend.com917.648.6838