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HOW AN ENTERPRISE SPAM
FILTER WORKS
Page 1
Email Marketing 201
How a SPAM Filter Works
Mark Feldman
NetProspexVP Marketing
mfeldman@NetProspex.com
(781) 290-5...
Page 4
Like the Content? Please Share!
Our webinars are free so please share!
Tweet our tips: @Netprospex, @Pinpointe
Shar...
Page 5
Pinpointe Expertise
• The Most Feature Rich Email Marketing Service
• Enterprise version: 5-250+ users, high volume...
Page 6
Augment Email Data
21 million decision makers
User-generated contacts
Verified + guaranteed
Hard-bounce replacement...
Page 7
Agenda
Overview: Email Delivery Architecture
What Affects Email Delivery?
◦ Reputation
◦ Authentication / Authoriza...
Page 9
Email Delivery Architecture
Sender
DNSSPAM Databases,
Other Blacklists
Other Email
Recipients
(feedback)
ESP Server...
Page 10
Create / Send Email (Using an ESP)
Create email w/ external HTML editor or online editor
Best results: create “mul...
Page 11
Email Received by Email Firewall
Email received by recipient’s corporate spam filter
Spam filter (email firewall) ...
Page 12
ReturnPath claims >70% of decision to
forward is based on reputation
SPAM filters are networked
Accumulate history...
Page 13
Aggregated reputation information
Email server IP history/reputation
Is sender on global white-list?
Blacklisted U...
Page 14
Local SPAM Filter / Inbox (Finally!)
Local Inbox Filter
Applies local / personal settings
Is sender locally white-...
Page 15
What is required by ESP servers?
Proper IP address configuration
DNS / Reverse DNS settings are correct
Properly f...
Page 16
Are the sending email servers authorized to
send on behalf of your domain?
Protects against email servers being ‘h...
Page 17
SPF is an open standard
SenderID is ‘championed’ by Microsoft (msn, hotmail)
Verifies servers sending email are au...
Page 18
Sender transmits email
Receiver's mail server receives email.
Server checks which domain claims to have
sent the m...
Page 19
Domain = mycompany.com, registered w/GoDaddy.com
Your ESP is Pinpointe (pinpointe.com)
Go to old.openspf.org/wizar...
Page 21
Page
21
Are you who you say you are?
Protects against server hijacking/spoofing for
phishing attacks, scams etc
Cr...
Page 22
Page
22
What is the impact of not doing these today?
No absolute answer – many variables
Imperially – 5% ~ 15% imp...
Page 23
Page
23
Covered in Email Marketing 101 Webinar:
www.pinpointe.com/resources
Analyzes email content for “spammy” ph...
Page 24
Email delivery is more than just content filtering
If you understand email delivery, you will:
Design better / mor...
Page 28
28
Contact Information
Goto www.pinpointe.com/get-started
Use coupon code: PPTNPW100 for 1 FREE month
Join us for ...
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How an Enterprise SPAM Filter Works

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Understand how a SPAM filter works. In this interactive webinar, we follow the path of an email from your server to the recipient's inbox and explain the end-to-end trials and tribulations of an email message as it flows from your outbox to (hopefully) the recipients inbox. This webinar is more technical than our previous email marketing webinars.-

Topics Covered:
• How current enterprise email filters work
• Tips to avoid getting accidentally blocked
• Tracking an email from send to delivery with possible pitfalls along the way

Presenters: Craig Stouffer, GM | Pinpointe and Mark Feldman, Marketing VP | NetProspex

Published in: Marketing, Technology
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Transcript of "How an Enterprise SPAM Filter Works "

  1. 1. HOW AN ENTERPRISE SPAM FILTER WORKS
  2. 2. Page 1 Email Marketing 201 How a SPAM Filter Works Mark Feldman NetProspexVP Marketing mfeldman@NetProspex.com (781) 290-5714 @netprospex blog.netprospex.com Craig Stouffer Pinpointe On-Demand cstouffer@pinpointe.com (408) 834-7577 x125 www.twitter.com/pinpointe www.pinpointe.com/blog
  3. 3. Page 4 Like the Content? Please Share! Our webinars are free so please share! Tweet our tips: @Netprospex, @Pinpointe Share our blogs: blog.pinpointe.com blog.netprospex.com Slides, recording at: pinpointe.com/resources
  4. 4. Page 5 Pinpointe Expertise • The Most Feature Rich Email Marketing Service • Enterprise version: 5-250+ users, high volume • Behavioral Targeting – Improves Results 35%+ • ““““Constant Contact on steroids!”””” – Pinpointe customer
  5. 5. Page 6 Augment Email Data 21 million decision makers User-generated contacts Verified + guaranteed Hard-bounce replacement All job titles & industries Thousands of new contacts per month Title, email address, direct dial, social media, URL Buy or trade What Sets NetProspex Apart? www.NetProspex.com hello@netprospex.com 888-826-4877
  6. 6. Page 7 Agenda Overview: Email Delivery Architecture What Affects Email Delivery? ◦ Reputation ◦ Authentication / Authorization ◦ Sending Technology ◦ Email Content
  7. 7. Page 9 Email Delivery Architecture Sender DNSSPAM Databases, Other Blacklists Other Email Recipients (feedback) ESP Servers Email Firewall Email Server feedback 1 2 3 5 6 7 3b Bet you thought is was simple! Check other SPAM Filters 4
  8. 8. Page 10 Create / Send Email (Using an ESP) Create email w/ external HTML editor or online editor Best results: create “multi-part version” (Text + HTML) Run spam checker (Pinpointe feature) Use Pinpointe previewer to preview in various email clients (Outlook ’03, Outlook ’07, Yahoo, etc) Schedule / send away! Email merge occurs – emails sent from ESP mail servers Tip:“MTA” means ‘MailTransfer Agent – a fancy name for an email server (typically outbound) Sender ESP Servers 1 2
  9. 9. Page 11 Email Received by Email Firewall Email received by recipient’s corporate spam filter Spam filter (email firewall) checks: ◦ Reputation of sending email server(s) ◦ Sending mail server settings ◦ Authentication (Are you who you say you are?) ◦ Checks Authorization ◦ Content filter / spam score (Spamassassin) If all tests pass –> next step (YEAH!) 1 2 3 4 5 6 3b 3
  10. 10. Page 12 ReturnPath claims >70% of decision to forward is based on reputation SPAM filters are networked Accumulate history of email senders Accurate view of reputation over time Share reputation info to other filters Real-time! Importance of Email Reputation
  11. 11. Page 13 Aggregated reputation information Email server IP history/reputation Is sender on global white-list? Blacklisted URLs? Domain? IPs? Any ‘SPAM honeypot’ hits? SPAM complaint rates? (<1:1000) Bounce / delivery rates against domain? Do reverse DNS entries match? How long has domain been registered? When does domain expire? If PASS -> Forward to local inbox (YEAH!) Networked SPAM Filter Checks 3 4 3b
  12. 12. Page 14 Local SPAM Filter / Inbox (Finally!) Local Inbox Filter Applies local / personal settings Is sender locally white-listed? … In address book? Is sender /sending domain locally blacklisted? Have I marked previous emails from sender as SPAM?/not SPAM? Often runs a local content filter with local settings If you pass all this… You’ve made it to the in inbox! 6 1 2 3 4 5 6 3b
  13. 13. Page 15 What is required by ESP servers? Proper IP address configuration DNS / Reverse DNS settings are correct Properly formed “envelope header” From/Reply-to Rate limiting - match receiving domain’s limits IP classes of service / possibly dedicated IPs Errors cause emails to be filtered Spammers don’t do these right! Email Delivery: InfrastructureEmail Delivery: Infrastructure
  14. 14. Page 16 Are the sending email servers authorized to send on behalf of your domain? Protects against email servers being ‘hijacked’ or “spoofed” for phishing attacks, scams etc Two standards: Sender ID (Microsoft) and ‘Sender Policy Framework’ (“SPF”) Different standards but use compatible format What is Email Authorization?What is Email Authorization?
  15. 15. Page 17 SPF is an open standard SenderID is ‘championed’ by Microsoft (msn, hotmail) Verifies servers sending email are authorized to send on behalf of the domain How? Domain admin publishes SPF record in top-level- domain DNS record DNSTXT Entry lists servers authorized to send For more information: www.openspf.org old.openspf.org www.microsoft.com/senderid/wizard AuthorizationAuthorization –– What SPF DoesWhat SPF Does
  16. 16. Page 18 Sender transmits email Receiver's mail server receives email. Server checks which domain claims to have sent the message Receiver checks if sender has permission to send for designated domain (via DNS) If PASS -> Allow SPF Authorization:SPF Authorization:
  17. 17. Page 19 Domain = mycompany.com, registered w/GoDaddy.com Your ESP is Pinpointe (pinpointe.com) Go to old.openspf.org/wizard – SPF tool AuthorizationAuthorization ––SPF ExampleSPF Example
  18. 18. Page 21 Page 21 Are you who you say you are? Protects against server hijacking/spoofing for phishing attacks, scams etc Crypto solutions: Domain Keys (DK) DKIM (www.dkim.org) Requires storage of public/private“keys” Public key -> DNS record (like SPF) Private key -> sending email servers “Highly desired” by some domains today Email Authentication:Email Authentication:
  19. 19. Page 22 Page 22 What is the impact of not doing these today? No absolute answer – many variables Imperially – 5% ~ 15% impact Enterprises implementing NOW Non-compliant systems will see dramatic fall- off in delivery Best to be prepared with an ESP that can help Authentication/Authorization: ImpactAuthentication/Authorization: Impact
  20. 20. Page 23 Page 23 Covered in Email Marketing 101 Webinar: www.pinpointe.com/resources Analyzes email content for “spammy” phrases Often based on spamassassin engine Examples and tips covered in previous webinar Link to spamassassin tests: • http://spamassassin.apache.org/tests_3_2_x.html Tip: Always use your ESP’s online SPAM checker Email Delivery: Content FilteringEmail Delivery: Content Filtering
  21. 21. Page 24 Email delivery is more than just content filtering If you understand email delivery, you will: Design better / more efficient emails Select vendors more intelligently Improve delivery / response rates / ROI Resources- www.twitter.com/pinpointe www.pinpointe.com/blog SummarySummary
  22. 22. Page 28 28 Contact Information Goto www.pinpointe.com/get-started Use coupon code: PPTNPW100 for 1 FREE month Join us for future webinars For questions, or to request a trial account, please contact: Craig Stouffer Pinpointe (Email Marketing) cstouffer@pinpointe.com (408) 834-7577 x125 www.twitter.com/pinpointe www.pinpointe.com/blog Mark Feldman NetProspex mfeldman@NetProspex.com (781) 290-5714 @netprospex blog.netprospex.com
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