Brief presentation about deliverability of content in a recent Pure360 creative workshop. Focussing mainly on spam filters and their reaction to various content: comparing spam assassin with the larger consumer ISPs and email clients with a brief explanation of what reputation is and how it changes the behaviour of content filters in larhger ISPs.

1. Creative Deliverability
The basics of avoiding
the junk folder in email design

2. DeliveraWhat?
Deliverability:
The Ability
to deliver
bulk email
into the inbox

3. Reputation InboxPlacement
JunkFolder domain OptOut
Engagement SpammyKeywords
ISP SpamTrap domain prefix
email-address SenderScore
Image-to-text-ratio
Other Content Deliverability Words

4. • Spammers sent spam
• Filters learned to read junked keywords
• Spammers sent spam in images
• Filters junked image only emails
• Spammers sent images and normal text
• Filters required multiple images
• Spammers split the images up
• Filters asked for more text than images
• Spammers added even more text
• Inboxes blocked images
Image blocking

5. Junk / Content Filters: Avoiding the JunkFolder
• Includes Subject Line and “From Name”
• Outlook: yes or no, not self learning
• Spam Assassin: explained rules
• Most large consumer ISPs learn
• Hotmail, Gmail, Yahoo, AOL etc
• Reputation decides leniency

8. Reputation - Deliverability Credit Rating
• Only important Since Credit
Crunch
• Have DDs & Pay your credit card
before asking for mortgage
• Content filter leniency
• Speed and volume of acceptance
• Mainly the large ISPs

9. • 60% text vs 40% images
• Text size does not count (12px)
• At least 3 images not all touching
• Always have a plaint text version
• Plain text links on a new line
• Good quality & fairly complex HTML
• Company contact and registration details
• Test sending speeds
• Test sending times
• A/B Content Testing
• Intelligent Time Sending
• Engagement Filtering (Open Reach)
• Test, Test, Test, always be testing
andy thorpe
deliverabilty &
compliance manager
Linkedin/andythorpe
@captaininbox