How to Manage Your Email Reputation - Rob Van Slyke 4-2010

Advanced Email Marketing Tips How to Manage Your Email Reputation (w/ Quick Reference Guide)

Email Reputation Quick Reference
Determine your Email Server’s IP Address:
http://www.microsoft.com/mscorp/safety/content/technologies/senderid/wizard/
It will tell you if you already have Sender ID SPF Record setup.
If not, copy IP address for A record and MX record. Enter each domain name from which you send email (including your company’s smtp server – your own domain name) in the Sender ID SPF Record Wizard
Generate SPF Record using this Sender ID SPF Record Setup Wizard
http:// old.openspf.org/wizard.html
Setup PTR Record
Send the information you collect to whoever controls your DNS and ask them to setup your PTR record.
Now to Explain what this means…

Email Reputation Mgmt
Issues:
The domain name and IP Address associated with your email campaigns accumulate a reputation over time.
ISPs use this reputation to determine whether or not to let your email through to the recipient.
Your reputation is affected by technical and content aspects within your control.
It’s also affected by the behavior of the other email senders on your shared email server (if you’re on a shared server) that are not within your control.

Protecting your Email Reputation
Setup PTR record
When you send out an email, the receiving email server asks who are you “HELO”. Your server either says “I’m this IP Address with authorization to send on behalf of this other IP Address” or it just says “I’m this IP Address.” The receiving server either lets it through b/c your server does have authorization or not. See Quick Reference Guide for the How-to.
Set this up at the MINIMUM.

Email Sender Reputation Management Quick Reference
Check Blacklists
http:// www.mxtoolbox.com/blacklists.aspx
http:// www.completewhois.com/rbl_lookup.htm
Check Email Reputation
http:// www.senderbase.org/senderbase_queries/rep_lookup
http:// www.senderscore.org
http:// sendmail.com/sm/resources/tools/ip_reputation /

Email Authentication Types Quick Reference
http://en.wikipedia.org/wiki/E-mail_authentication#Authenticating_senders
PTR (reverse lookup – all mail servers)
SPF
Sender ID
DKIM
Domain Keys

Improve Your Email Deliverability With Third-Party Certification
CSA – Certified Senders Alliance http:// www.certifiedsendersalliance.com /
Goodmail CertifiedEmail Senders http:// www.goodmailsystems.com /
Sender Score Certified http:// www.returnpath.net/commercialsender/certification /
SuretyMail http:// www.suretymail.com /
TRUSTe Privacy Seal http:// www.truste.org/businesses/email_privacy_seal.php

About
I’m a 15-year veteran of interactive marketing
For the past 6 years, I have focused on email marketing and squeezing out every last percentage point possible in email response rates
Rob Van Slyke
Interactive Consultant
[email_address]
713-681-7771
vertical traction
GET A GRIP on your web marketing strategy
Advanced Email Marketing Tips Blog
http://emailmarketingtips.verticaltraction.com/
http://www.verticaltraction.com/

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How to Manage Your Email Reputation - Rob Van Slyke 4-2010

by vertical traction on Apr 15, 2010

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