Getting into the Inbox

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Having a great email marketing program is one thing, getting your emails into your subscribers' Inboxes is completely different. There are several technologies at play when it comes to delivering your email. You need to make sure your emails are technically correct so that they will deliver consistently. Through this presentation marketers will understand
- How to identify a problem in email delivery
- Why their emails may not deliver
- How to rectify the problem
- What to do when changing service providers

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Getting into the Inbox

  1. 1. Email Mila Kya... Getting into the Inbox? Naresh Bhagtani Talk about this webinar #juvlon
  2. 2. Naresh Bhagtani Managing Director Niche Software Chief product architect of Juvlon email marketing Clients across the world Consulting since 8 years on email marketing naresh.bhagtani@nichelive.com Presenter
  3. 3. Coming Up... ● Email Delivery scenario currently ● Basic requirements to deliver email – Authentication – Reputation – List Hygiene ● Summary
  4. 4. Email Delivery Scenario
  5. 5. Poll on your idea of inbox placement What do you think is the inbox placement rate of emails in general? ● 50-60% ● 60-70% ● 70-80% ● 80-90% ● Over 90%
  6. 6. Less than 80% Inbox placement Return Path says ● More than 20% emails don't make it to the Inbox ● Gmail Inboxes toughest to reach ● Global numbers
  7. 7. Market Share of Inboxes 425 302 370 ● Gmail: 425M users ● Yahoo! Mail: 302M ● Outlook: 360M Gmail claims 62% market share in INDIA! Independently reported numbers Between Gmail, Yahoo! and Outlook Over 1 Billion (out of 3.5B) email users
  8. 8. Poll: Gmail share in your list ● Less than 30% ● 30-40% ● 40-50% ● 50-60% ● More than 60%
  9. 9. Dominance of Gmail Especially in India In Juvlon ● Our B2C client lists are more than 50% Gmail ● Gmail and Yahoo! emails account for more 80% of subcribers in India. Gmail No.1 email service in India Gmail – very active on spam filtering and email classification technology
  10. 10. Requirements to Deliver Well... Technically!
  11. 11. Inbox placement requirements ● Email Engagement (not in this webinar) ● Email Authentication ● Reputation ● List Hygiene
  12. 12. Email Authentication
  13. 13. Email Authentication Are you sure... you are you? How do I know? ● Validation of the sender ● Validation of the source/origin of the email Why? For protection against ● Spoofing ● Phishing ● Forgery, fraud, spam etc.
  14. 14. Email Authentication methods Industry has adopted ● SPF ● DKIM ● DMARC
  15. 15. SPF Email Authentication Sender Protection Framework OPENSPF.ORG Technical method to prevent sender address forgery ● Domain owner publishes sending server name in the domain's DNS record ● Receiving server checks whether the email is received from the sending server specified in the domain DNS
  16. 16. DKIM Email Authentication DomainKeys Identified Mail DKIM.ORG Allows senders to associate a domain name with an email message, thus vouching for its authenticity Gives recipients some security knowing that the email did actually originate from the listed domain, and that it has not been modified since it was sent.
  17. 17. DKIM: How it works? ● Sending server inserts domain signature in your email header before sending. ● Signature is an encrypted hash value. ● Receiving server decrypts signature to get hash value. ● Receiving server also generates hash value using Public key through sender's DNS. ● Receiving server compares hash values, if same DKIM authentication passes.
  18. 18. DMARC Email Authentication Domain-based Message Authentication, Reporting and Conformance DMARC.ORG ● SPF specifies authorized sending servers ● DKIM authenticates sending domain ● DMARC brings the results SPF and DKIM together into one policy
  19. 19. DMARC: How it works? One entry in the DNS record of your domain "v=DMARC1;p=reject;pct=100;rua=mailto:postmaster@dmarcdomain.com" ● No special server
  20. 20. Poll: Are you sending authenticated emails? Nope, I know there is no authentication I don't know, I'll need to check Yes, but only with SPF Yes, with both SPF and DKIM Yes, all of it SPF, DKIM and DMARC
  21. 21. Email Authentication is important Last year 91.4 percent of non-spam email sent to Gmail was authenticated. One year after DMARC's release, more than 60 percent of the world's mailboxes were protected by it.
  22. 22. Reputation
  23. 23. Reputation ● IP Reputation ● IP/Domain blacklists ● FBL/Spam reports ● Gmail Unsubscribe (sender reputation)
  24. 24. Sending IP Reputation ● SenderScore.org is well recognized ● Above 90 is good ● Be consistent with your mailing
  25. 25. Domain Reputation Spamhaus.org URIBL.net
  26. 26. IP/Domain Blacklists Check if your sending IP/domain is listed in other blacklists. Use MXTOOLBOX.COM
  27. 27. FBL/Spam Reports Feedback Loops (FBL) ● ISPs give info of spam report on your mailing ● Each ISP has a different FBL and different reporting ● Email Marketing Service facilitates this and gives you report ● ISPs watch spam reporting to create your reputation
  28. 28. Gmail Unsubscribe Gmail maintains sender reputation separately
  29. 29. List Hygiene
  30. 30. List Hygiene... Bounce Management ● Watch Bounces... < 5% ● Deactivate Hard Bounces immediately ● Reduce Soft Bounces ● ISPs form your reputation on bounce management
  31. 31. What have we learnt... ● Authenticate, authenticate, authenticate ● Check your numbers – IP and domain rep ● Watch bounces ● Be consistent with mailing to build rep Make your emails technically sound for delivery Rest is upto your list acquisition, engagement, content etc.
  32. 32. In conclusion... Q: How can I make sure my email lands in the Inbox?
  33. 33. In conclusion... Q: How can I make sure my email lands in the Inbox? A: Think of how you can make the user love your mails rather than how to land in the Inbox! - Sri Somanchi, Gmail Anti-Spam Team
  34. 34. Thank you Questions Naresh Bhagtani naresh.bhagtani@nichelive.com www.juvlon.com Follow us @juvlon on Twitter

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