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


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A quick reference cheat sheet to keep tabs on your Email Reputation and specific steps on how to improve your Email Reputation through email authentication. Don’t let the techy term put you off. It’s critical you know this stuff or send it to your technical administrator so they know this stuff.

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

  1. 1. Advanced Email Marketing Tips How to Manage Your Email Reputation (w/ Quick Reference Guide)
  2. 2. Email Reputation Quick Reference <ul><li>Determine your Email Server’s IP Address: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>It will tell you if you already have Sender ID SPF Record setup. </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><li>Generate SPF Record using this Sender ID SPF Record Setup Wizard </li></ul><ul><ul><li>http:// </li></ul></ul><ul><li>Setup PTR Record </li></ul><ul><ul><li>Send the information you collect to whoever controls your DNS and ask them to setup your PTR record. </li></ul></ul><ul><li>Now to Explain what this means… </li></ul>
  3. 3. Email Reputation Mgmt <ul><li>Issues: </li></ul><ul><li>The domain name and IP Address associated with your email campaigns accumulate a reputation over time. </li></ul><ul><li>ISPs use this reputation to determine whether or not to let your email through to the recipient. </li></ul><ul><li>Your reputation is affected by technical and content aspects within your control. </li></ul><ul><li>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. </li></ul>
  4. 4. Protecting your Email Reputation <ul><li>Setup PTR record </li></ul><ul><ul><li>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. </li></ul></ul><ul><li>Set this up at the MINIMUM. </li></ul>
  5. 5. Email Sender Reputation Management Quick Reference <ul><li>Check Blacklists </li></ul><ul><ul><li>http:// </li></ul></ul><ul><ul><li>http:// </li></ul></ul><ul><li>Check Email Reputation </li></ul><ul><ul><li>http:// </li></ul></ul><ul><ul><li>http:// </li></ul></ul><ul><ul><li>http:// / </li></ul></ul>
  6. 6. Email Authentication Types Quick Reference <ul><li> </li></ul><ul><li>PTR (reverse lookup – all mail servers) </li></ul><ul><li>SPF </li></ul><ul><li>Sender ID </li></ul><ul><li>DKIM </li></ul><ul><li>Domain Keys </li></ul>
  7. 7. Improve Your Email Deliverability With Third-Party Certification <ul><li>CSA – Certified Senders Alliance http:// / </li></ul><ul><li>Goodmail CertifiedEmail Senders http:// / </li></ul><ul><li>Sender Score Certified http:// / </li></ul><ul><li>SuretyMail http:// / </li></ul><ul><li>TRUSTe Privacy Seal http:// </li></ul>
  8. 8. About <ul><li>I’m a 15-year veteran of interactive marketing </li></ul><ul><li>For the past 6 years, I have focused on email marketing and squeezing out every last percentage point possible in email response rates </li></ul><ul><ul><li>Rob Van Slyke </li></ul></ul><ul><ul><li>Interactive Consultant </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>713-681-7771 </li></ul></ul><ul><ul><li>vertical traction </li></ul></ul><ul><ul><li>GET A GRIP on your web marketing strategy </li></ul></ul><ul><ul><li>Advanced Email Marketing Tips Blog </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  9. 9. Follow Me Online <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>