Learn about the key influencers to get your email delivered into the inbox

1. emailmarketing
Deliverability & Rendering
Deliverability & Rendering
Béate Vervaecke | e-Zen
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2. DELIVERABILITY
What?
Getting into the inbox
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3. DELIVERABILITY
Send Emails
Spam filters Sent Bounced and
feedbackloop
1 Internet Service Providers
Absorbed
Spam complaint
or whitelist
SPAM folder
2 Email client
Inbox
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4. SPAM FILTERS – results
Bounced
Absorbed
In SPAM folder
or in inbox with SPAM in subject
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5. SPAM FILTERS – results
False positives
 Europe: 7%
 USA: 9%
Source: Lyris ISP Deliverability Report Card Q1 2007
Gmail (28%)
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6. SPAM FILTERS – results
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7. Enhance deliverability
1. Sending infrastructure
2. Check Blacklists
3. Authenticate
4. Reputation
5. HMTL of email
6. Content of email
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8. Sending Infrastructure
Reversed DNS?
MX records consistent - RFC 1035 en RFC 2181?
SMTP helo command?
Existing domain name
Statical IP-adres
…
 http://www.postcastserver.com/help/DNS_Lookups.aspx
 checks available www.senderscore.org and http://emailstuff.org/
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9. Check blacklists
• www.dnsstuff.com
• www.spamhaus.com
• http://emailstuff.org/
• http://www.senderbase.org/
• http://www.kloth.net/services/dnsbl.php
• http://openrbl.org/
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10. Authenticate
http://www.clickz.com/showPage.html?page=3623869
SPF Sender Policy Framework
http://www.clickz.com/showPage.html?page=3465711
http://www.openspf.org/SPF_vs_Sender_ID
Sender ID (Microsoft)
http://www.clickz.com/showPage.html?page=3482506
DomainKey - DKIM (DK Identified Mailer - Yahoo)
http://www.clickz.com/showPage.html?page=3485571
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11. Reputation
http://www.clickz.com/showPage.html?page=3624010
Volume / frequency
IP - stability
Keep sending to bounces
SPAM traps?
SPAM complaints?
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12. Reputation
Opt-in’s
Unsubscribes and spamcomplaints
Bounces
Feedback loops
 https://postmaster.live.com/SNDS/index.aspx
Check blacklists and react
Certification (US)
 Habeas, Sender Score Certified, Goodmail, …
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13. HTML of email
Crapy coding
No ‘text only’ mail
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14. Content of email
Words (From, Subject, Body)
Balance images / txt
Dangerous attachments?
Links to websites with bad reputation
Too many capitals, fonts, corps, …
Check:
 http://www.emailgarage.com/html/spamcheck.asp
 Lyris content checker (fee)
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15. DELIVERABILITY
Send Emails
Spam filters Sent Bounced and
feedbackloop
1 Internet Service Providers
Absorbed
Spamcomplaint
or whitelist
SPAM folder
2 Email client
Inbox
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16. Local spam filters
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17. Local spam filters
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18. RENDERING
Lay-out email is constant
≠ html email
Html website
 Webmails
• Strips everything outside the bodytag
 Lotus Notes
 Outlook 2007 (uses Word Engine)
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19. RENDERING
IAB Cookbook
 http://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdf
 http://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf
Mobile
 http://www.theemailwars.com/archives/2007/03/day_three_sherpa_email_summit_mobile_and_email.php
http://www.templatekit.com/lotusnotes1.php
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20. RENDERING
Tricky:
 Unsubscribe disappears
 Corps and font different
 No background colour
 Buttons, bullets, …
 Links not underlined
TEST
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21. RENDERING
Day pass for 5 tests:
http://www.sitevista.com/email.asp
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22. Spot the difference!
Outlook Windows Live
Left alignment Right alignment
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23. Spot the difference!
Outlook Windows Live Hotmail
Link: no underlining Underlined link
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24. Spot the difference!
Outlook 2003 Outlook 2007
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25. Spot the difference!
Lotus Notes Outlook 2003
Dynamic width Fixed width
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26. Rendering IMAGES
Default blocking
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27. Rendering IMAGES
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28. Rendering IMAGES
off
off
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29. Rendering IMAGES
According age
Bron: Marketingsherpa E-mailmarketing Summit
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30. Rendering IMAGES
1 / 4 doesn’t realise how it works
Take in mind the Little Red Crosses!
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31. Rendering IMAGES
Gray squares (Windows Live Hotmail)
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32. © e-Zen
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33. Rendering IMAGES
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34. Rendering IMAGES
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35. Rendering IMAGES
Reading Pane!
No alt tags
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36. © e-Zen
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37. © e-Zen
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38. © e-Zen
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39. © e-Zen
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40. Rendering IMAGES
Red rectangle
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41. Rendering IMAGES
Image in email
35 Kb
Hotmail: grey
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42. Some sources
www.marketingsherpa.com free email - interesting cases
www.eroi.com US e-mail providers -
www.exacttarget.com whitepapers
www.silverpop.com
www.campaignmonitor.com
www.emaillabs.com
www.b2bemailmarketing.com Blogs
www.email-marketing-
reports.com
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43. Some sources
www.emailstatcenter.com Statistics, benchmarks
www.emailexperience.org Email Experience Council
www.email-marketing- Overview of interesting
reports.com/iland/2007/02/to sources
p-21-email-marketing-
information.html
www.emailmarketersclub.com Forum
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44. More information?
IAB Cookbook
http://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdf
http://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf
beate@e-zen.be
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45. Thank you!
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