MailingConf-2011 Mail.Ru (English)

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MailingConf-2011 Mail.Ru (English)

  1. 1. How to send emails to make both users and email services happy Sergey Martynov Mail.Ru Email Service Project Manager
  2. 2. 6 our of 10 people in RussianInternet use
  3. 3. Our users• Your users are our users – And vice versa!• Our common goal is to take care of the user• About 60% of your letters are on Mail.ru – (in case you work in Russia)
  4. 4. About 3,000 letters per second
  5. 5. Technical details• RBL/DBL – look after your IP’s reputation• Rate limit – more haste, less speed• DKIM – а passport for your letters• SPF – watch your domain’s reputation• HTML + plain text (alternative) – Remember about users of old mobile devices – Otherwise the service will generate text-version himself
  6. 6. The correct mailing• Explicit agreement with subscripion – User put a tick in checkbox – Written down in user agreement• Email address confirmation – Only one letter to unconfirmed address• One-click unsubscription – Visible and clear unsubscribe link – No authentication required to unsubscribe
  7. 7. The correct mailing• Recognizable sender’s brand – From address, subject, design, logo• External images – But watch your server’s load• Best practices for senders http://help.mail.ru/mail-help/rules – (currently in Russian only)
  8. 8. Solving problems• Write to abuse@corp.mail.ru– Please attach original message with headers and error codes• Problems prevention– Take care of user!– Watch you reputation (IP, domains, links)– You can notify us in case of dramatic increase of your sendings volume
  9. 9. Introducing postmaster.mail.ru• “Visitors counter” for your messages – DKIM signature required – Simple domain verification• Both history and current indicators – In real-time!• What’s next? – Senders reputation – Feedback loop (FBL) – More statistics
  10. 10. http://postmaster.mail.ru 10
  11. 11. Open Mail Format (OMF)
  12. 12. Open Mail Format• Semantic markup for letters – You can specify which text to choose for snippets – Custom image (avatar) in message list – Quick links (allows action even without opening)• Easy to integrate – HTML-markup & microformats• Open standard• Already popular in Russia
  13. 13. OpenMailFormat.org
  14. 14. Your favicon in message list• More info at http://api.mail.ru – (currently in Russian only)
  15. 15. We encourage you tothe good cooperation!
  16. 16. Thank you! Questions? Sergey Martynovs.martynov@corp.mail.ru @martynov 16

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