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Engineering E-mail Advertising Paper Leaf Designs

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Designing Good E-mail Architecture for Sending Messages in a responsible way.

Designing Good E-mail Architecture for Sending Messages in a responsible way.

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    Engineering E-mail Advertising   Paper Leaf Designs Engineering E-mail Advertising Paper Leaf Designs Presentation Transcript

    • Engineering E-mail Advertising
      MSA/MTA Communication Development
      This is not a Sales Presentation
    • FTP was the original protocol for e-mail message movement.
      SMTP as a protocol was invented to standardize message format.
      SMTP is a RAW Text Communication protocol.
      SMTP: Some History
    • Deferrals
      Blocks
      ISP Throttling
      Immediate Junking
      Failures of MSA/MTA Configuration
    • Obvious:
      High Bounce
      Complaints
      Spam Traps
      Not So Obvious:
      Abuse of network resources
      Why Deliverability Tanks…
    • List Hygiene is imperative to deliverability on “the obvious”.
      Spam Trap Cleansing
      Hard De-bouncing (Non-exists, etc.)
      Feedback loop setup
      Website exists on Domain
      MTA and DNS exists for Domain
      DKIM/SPF/RDNS setup appropriately
      Fixing the Obvious
    • MSA Design Configuration
      Designing Rule sets for MSA auto-reconfigure
      Choosing an MSA Engine that will allow rule sets
      Fixing the Not So Obvious
    • Configuration of an MSA’s SMTP setup needs to be conversation based – not stuff and check NDR’s –then adjust.
      MSA’s need to throttle based on ISP’s MTA Responses in Real-time
      MX Record IP’s need to be monitored for connections.
      Appropriate Design of an MSA
    • When an MSA opens a connection to an MTA on the net to deliver a message, the MSA needs to abide by good network management standards.
      Don’t send ANY more messages to a receving MTA when you get a deferral message for example.
      The Research command when invoked during a session will respond with the ISP’s standards for message delivery. I.E. Pipelining support, TLS etc.
      Use Research for aiding in Rule definition.
      Designing Rule sets
    • Exim
      PowerMTA
      Hurricane
      Postfix
      PaperLeaf MSA – We use an open source MTA for receiving responses.
      MSA Engines that allow Rule sets
    • Runs Research once a week per MX IP Record, per TLD.
      Manages number of messages sent per originating IP, per domain, per MX ip, per variable timeframe (hour, minute, day, etc.)
      Auto update the above rules in a cached memory hash table DURING SMTP Session IN EACH Session. This enables auto-throttling in real-timereducing deferrals to <2%.
      Unlimited Originating IP Pooling
      PaperLeaf’s MSA Design (Communication Features Only)
    • Cost Savings is tremendous
      None of the MSA Engines we worked with in the past allowed multiple rule sets to be applied in-session – at a price we cared about spending.
      Why did we build our own?