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Managing Your Email Sender Reputation
February 19, 2014

Mike Veilleux
Product Director, Message Management
Your Presenter
Mike Veilleux
@MikeVeilleux
mveilleux@dyn.com

Managing Your Email Sender Reputation

@MikeVeilleux
/ Managing Your Email Sender Reputation

Why are we here?

Reputation Management (Webinar)

@MikeVeilleux
/ Managing Your Email Sender Reputation

“For each delivered email message,
4 are marked as spam.”

Managing Your Email Se...
/ Managing Your Email Sender Reputation

“Only 78% of permission based mail
makes it to a user’s inbox.”

Managing Your Em...
How did we get here?

Managing Your Email Sender Reputation

@MikeVeilleux
Evolution of Deliverability

Managing Your Email Sender Reputation

@MikeVeilleux
What is Reputation Management?
1. Identify the issue

Monitoring Delivery

2. Understand context

Engagement & 3rd Party R...
1. Identify the issue

Monitoring Delivery

Managing Your Email Sender Reputation

@MikeVeilleux
Email Delivery

Various Sending Platforms
Marketing Automation Company
Triggers /
Workflows
Lead Management

Sender

Email...
/ Email Delivery

Result
Deferrals or bounces
due to blocks

Delivery Reputation Impacts
• IP and domain reputation
• Deli...
/ Inbox Testing

Once Delivered, Seed Testing
Benefits
• Insight into inbox %

• ISP specific

Managing Your Email Sender ...
2. Understand context

Engagement & 3rd Party Ratings

Managing Your Email Sender Reputation

@MikeVeilleux
/ Understanding Context

Why Engagement?
Positive Engagement: Opens, Clicks, Reads
Negative Engagement: Delete, Complain

...
/ Reputation Platforms

Common Reputation Platforms
Blacklist

Reputation

Spamhaus

SenderScore

SpamCop

SenderBase

SOR...
/ Try to Solve any Issue

Determining a Solution
Does the issue match context?
Recent changes?
Trust 3rd Party Systems
Try...
3. Corrective Action

Receiver Network Remediation

Managing Your Email Sender Reputation

@MikeVeilleux
Reputation Remediation

Identify the Issue
• Bounce Codes
• Deferral Messages
• Inbox Placement

Managing Your Email Sende...
/ Receiver Network Remediation

Remediation Guidelines
Read Postmaster Pages
Ensure compliance with stated guidelines
Gath...
4. Continuously Protect

Brand Reputation and Security

Managing Your Email Sender Reputation

@MikeVeilleux
/ Protecting your Brand

Why Email Protection?
156 million phishing emails per day
16 million get through spam filters
8 m...
$$$ Big Money $$$
•

Q3 2013, $1.66 billion lost

•

Growing 30% / month

•

Estimated $1.4m per attack

Most Targeted
•

...
/ Protecting your Brand

How To Authenticate?

Marketing

Transactional

Interpersonal

Spoofing

Botnets

Phishing

Manag...
/ Protecting your Brand

Sender Policy Framework (SPF)
Preventing spam by detecting spoofing
Authenticates sending IP addr...
/ Protecting your Brand

DomainKeys Identified Mail (DKIM)
Uses Public / Private key to authenticate
Public key provided i...
/ Protecting your Brand

DMARC
Domain-based Message Authentication, Reporting and Conformance

Provides ISPs direction on ...
/ Managing Your Email Sender Reputation

Q&A
Mike Veilleux, Dyn
Dyn.com | @Dyn | @MikeVeilleux

Summary:

 Identify Issue...
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How To Improve Your Email Sender Reputation

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Join Dyn email expert Mike Veilleux as he explains how companies of all sizes can improve their email sending reputation, getting more email to the inbox as a result.

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  • Can Julie make a picture like that?
  • Can Julie make a picture like that?
  • Ramp up any new Ips - absolute last resort, you should be able to rebuild reputation on those ips
  • Can Julie make a picture like that?
  • ----- Meeting Notes (9/27/13 14:11) ------ Unsubscribe
  • Can Julie make a picture like that?
  • ----- Meeting Notes (9/27/13 14:11) ------ Unsubscribe
  • Can Julie make a picture like that?
  • Transcript of "How To Improve Your Email Sender Reputation"

    1. 1. Managing Your Email Sender Reputation February 19, 2014 Mike Veilleux Product Director, Message Management
    2. 2. Your Presenter Mike Veilleux @MikeVeilleux mveilleux@dyn.com Managing Your Email Sender Reputation @MikeVeilleux
    3. 3. / Managing Your Email Sender Reputation Why are we here? Reputation Management (Webinar) @MikeVeilleux
    4. 4. / Managing Your Email Sender Reputation “For each delivered email message, 4 are marked as spam.” Managing Your Email Sender Reputation @MikeVeilleux
    5. 5. / Managing Your Email Sender Reputation “Only 78% of permission based mail makes it to a user’s inbox.” Managing Your Email Sender Reputation @MikeVeilleux
    6. 6. How did we get here? Managing Your Email Sender Reputation @MikeVeilleux
    7. 7. Evolution of Deliverability Managing Your Email Sender Reputation @MikeVeilleux
    8. 8. What is Reputation Management? 1. Identify the issue Monitoring Delivery 2. Understand context Engagement & 3rd Party Ratings 3. Corrective action Receiver Network Remediation 4. Continuously protect Brand Reputation and Security Managing Your Email Sender Reputation @MikeVeilleux
    9. 9. 1. Identify the issue Monitoring Delivery Managing Your Email Sender Reputation @MikeVeilleux
    10. 10. Email Delivery Various Sending Platforms Marketing Automation Company Triggers / Workflows Lead Management Sender Email Delivery Email Service Provider List Management Template Management Analytics Application Email Reporting Speed Deliverability Reputation Managing Your Email Sender Reputation @MikeVeilleux ISPs / Mailbox Providers
    11. 11. / Email Delivery Result Deferrals or bounces due to blocks Delivery Reputation Impacts • IP and domain reputation • Delivery configuration & sending limits • SMTP error messages Reputation Management (Webinar) @MikeVeilleux
    12. 12. / Inbox Testing Once Delivered, Seed Testing Benefits • Insight into inbox % • ISP specific Managing Your Email Sender Reputation @MikeVeilleux
    13. 13. 2. Understand context Engagement & 3rd Party Ratings Managing Your Email Sender Reputation @MikeVeilleux
    14. 14. / Understanding Context Why Engagement? Positive Engagement: Opens, Clicks, Reads Negative Engagement: Delete, Complain Engagement is an indicator, not direct threshold Mailbox providers profile their user base & senders Holistic email marketing is the only solution Managing Your Email Sender Reputation @MikeVeilleux
    15. 15. / Reputation Platforms Common Reputation Platforms Blacklist Reputation Spamhaus SenderScore SpamCop SenderBase SORBS SNDS (Live.com) SURBL Managing Your Email Sender Reputation @MikeVeilleux
    16. 16. / Try to Solve any Issue Determining a Solution Does the issue match context? Recent changes? Trust 3rd Party Systems Try to solve on your own Managing Your Email Sender Reputation @MikeVeilleux
    17. 17. 3. Corrective Action Receiver Network Remediation Managing Your Email Sender Reputation @MikeVeilleux
    18. 18. Reputation Remediation Identify the Issue • Bounce Codes • Deferral Messages • Inbox Placement Managing Your Email Sender Reputation Understand the Context When to reach out for help • Engagement • 3rd Party Reputation • Recent Changes • Severity • Ensuring accurate context @MikeVeilleux
    19. 19. / Receiver Network Remediation Remediation Guidelines Read Postmaster Pages Ensure compliance with stated guidelines Gather all relevant information: – – – – – Sending IPs From address Content summary Issue summary (Keep this short!) What you’ve done to resolve Be patient! Managing Your Email Sender Reputation @MikeVeilleux
    20. 20. 4. Continuously Protect Brand Reputation and Security Managing Your Email Sender Reputation @MikeVeilleux
    21. 21. / Protecting your Brand Why Email Protection? 156 million phishing emails per day 16 million get through spam filters 8 million are opened 800k are clicked 80,000 people fall victim each day One Test Found… • • • 89% Confident 92% Failed 50% Misclassified & Deleted Managing Your Email Sender Reputation @MikeVeilleux
    22. 22. $$$ Big Money $$$ • Q3 2013, $1.66 billion lost • Growing 30% / month • Estimated $1.4m per attack Most Targeted • Payment Services • Financial • Retail • Government / Education • Auctions • Social Networks • Gaming • Classified Managing Your Email Sender Reputation @MikeVeilleux
    23. 23. / Protecting your Brand How To Authenticate? Marketing Transactional Interpersonal Spoofing Botnets Phishing Managing Your Email Sender Reputation @MikeVeilleux
    24. 24. / Protecting your Brand Sender Policy Framework (SPF) Preventing spam by detecting spoofing Authenticates sending IP address Based off DNS TXT record "v=spf1 ip4:216.146.45.0/24 include:_spf.google.com include:spf.dynect.net include:support.zendesk.com ~all" Managing Your Email Sender Reputation @MikeVeilleux
    25. 25. / Protecting your Brand DomainKeys Identified Mail (DKIM) Uses Public / Private key to authenticate Public key provided in DNS TXT records Private key hashed with message and inserted in headers Validate the sending server or software Sending Public Key Receiving Managing Your Email Sender Reputation @MikeVeilleux
    26. 26. / Protecting your Brand DMARC Domain-based Message Authentication, Reporting and Conformance Provides ISPs direction on what to do with mail Used to reduce (and possibly stop!) phishing Utilizes SPF and/or DKIM ISPs provide reports on emails sent on your domain "v=DMARC1; p=reject; rua=mailto:reports@domain.com; ruf=mailto:reports@domain.com; pct=100” Managing Your Email Sender Reputation @MikeVeilleux
    27. 27. / Managing Your Email Sender Reputation Q&A Mike Veilleux, Dyn Dyn.com | @Dyn | @MikeVeilleux Summary:  Identify Issues - Monitor Bounces,  Perform Receiver Network Remediation when needed Deferrals and Inbox Placement  Understand Context – Engagement Implement Brand Protection and and 3rd Party Reputation systems Managing Your Email Sender Reputation Security with DMARC @MikeVeilleux
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