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Navigating the ISP Landscape


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Anyone who has spent any time trying to get their important email receipts, notifications, or password resets to their users' inboxes knows how daunting it can be to navigate the ISP landscape. What …

Anyone who has spent any time trying to get their important email receipts, notifications, or password resets to their users' inboxes knows how daunting it can be to navigate the ISP landscape. What is the best way to authenticate your email for Gmail users? Does Yahoo! care more about IP reputation or domain reputation? Can I expect a different click and open rate for different ISPs?

SendGrid email experts Ryan Harris and Amy Mustoe offer advice on how to comply with ISP expectations and identify trends they are seeing among today's most popular ISPs.

Published in: Technology, News & Politics
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  • Top ISPsWhat is an ISP? What is an ESP?Here are a few top ISPs.
  • You might be asking yourself, how am I to know what ISPs want?They are competing with many other ISPs for the best customer experience. Getting wanted mail to the inbox
  • Why should I care what ISPs want? Its amazing the spam the that ISPs have to deal with every day. About 90% of email sent does not make it to the the intended recipient. The ISPs spend allot of money and manpower ensuring that wanted mail is delivered. Community is small and bad senders are shared. Its much easier to do the right thing first than repair a bad reputation.
  • How do ISPs measure a senders performance?FilteringAuthentication – DKIM, DMARC, SPF – if you use a reputable ESP they will take of this for you. In general it is signing your email so the recipient ISP can validate you are a legitimate sender. Subscribe to blacklists. Many large ISPs use Spam Haus or other Blacklist to further insure that the sender IP and domain are not known bad senders.
  • What is Engagement?The most important trend in the industry today
  • True or False? Sending more mail makes you more money. False.This could be answered as true and it still make sense. It can be deceiving in that sometimes you will send more mail and make more money but there is a limit to where it too much. This can affect your reputation, inboxing and in turn $
  • Engagement: Quality vs. QuantityMore email <> equal more $Non-engagement kills your deliverabilitySend to only those who want your email – Know your customers – send the right message
  • OpensClicksReply to
  • UnsubscribeMass deleteSpam reportsNo engagement
  • What do I do?List SegmentationWin Back campaigns for unengaged usersSignals for problems with ISPsProfilingTake the time to understand what your users want.
  • Purchased lists
  • Auto sign up (pre-checked box)
  • Inviting – using address booksDo it the right way or stay clear of this tactic altogether
  • Looking forward – what trends are we seeing?
  • Domain reputation, Blackbox – no one at the postmaster desk, List unsubscribe (no FBl), A plus – shares logic for bulked mail
  • Transcript

    • 1. Navigating the ISP LandscapeAmy MustoeDirector of Account ManagementJune 4 2013
    • 2. Navigating the ISP Landscape
    • 3. Top ISPs
    • 4. What do ISPs Want?• Best user experience for their customers• To deliver wanted mail• Protect customers from spam- Spam = Unwanted mail
    • 5. Why Should I care what ISPswant?
    • 6. Here are some reasons why• 90% of email is not delivered or filteredto spam folder• A simple mistake can live with yourbrand/domain forever• It is hard to fix a bad reputation• The abuse community is small and badsender information is shared
    • 7. How do ISPs Monitor EmailPerformance?
    • 8. Engagement
    • 9. True or False?• Sending more mail makes you moremoney.
    • 10. Engagement:Quality vs. Quantity• More email does not equal more money• Non engagement affect yourdeliverability• Sending the right message to thoseengaged and another to the lessengaged is key
    • 11. Positive Engagement• Opens• Clicks• Reply to
    • 12. Negative Engagement• Unsubscribe• Mass deleting emails• Mark as spam• No engagement
    • 13. What do I do With EngagementData?• Segment your list- Metrics by ISP- Open and click rates• Win-back campaigns• Identify problems with certain ISPs• Profile your customers
    • 14. Temptations
    • 15. Purchased Lists
    • 16. Automatically Sign People Up
    • 17. Inviting Recipient’s AddressBooks
    • 18. Looking Forward
    • 19. Reputation:IP vs. Domain• Reputation tied today mostly to your IP• The trend is moving from preferring IP reputation todomain reputation- Gmail is biggest user of domain reputation todate and Yahoo, Hotmail and AOL are quicklymoving in this direction- Making marketing decisions while keeping yourbrand in mind will be critical for the future
    • 20. • Domain Reputation - automated• Blackbox - no humans at the postmasterdesk• List unsubscribe – no official feedbackloop• A plus - shares logic for bulked mail
    • 21. • Feedback loops to report complaints• IP reputation• Yahoo Bulk Sender Form• Automated engagement tracking
    • 22. • JMRP (Junk Email reporting program)• SRD (trusted users) shapes yourreputation• IP Reputation• SNDS provides tool to monitor reputation
    • 23. Key Takeaway• Right Message• to the• Right Person• at the• Right Time• with the• Right Frequency