Deliverability Event Transparantie in e-mailmarketing

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Woensdag 11 Maart 2009, Haarlemmermeer Paviljoen / Vork&Mes (Hoofddorp), Ken Takahashi, EMMA Deliverability Event '09

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Deliverability Event Transparantie in e-mailmarketing

  1. 1. “Deliverability Event '09”
  2. 2. Ken Takahashi Vice President, Global Channels Why Do Bad Things Happen to My Email? Confidential Return Path, Inc.White bo Confidential • • Return Path, Inc. • Do Not Reproduce Distribute • www.returnpath.net • Do Not Reproduce or or Distribute • www.returnpath.net
  3. 3. YOUR EMAIL ISN’T GETTING THROUGH
  4. 4. FACT: 1 in 5 emails sent never sees the inbox
  5. 5. If an email doesn’t land in the inbox, can it get a click?
  6. 6. Who’s to blame???
  7. 7. Spammers
  8. 8. ISPs can’t keep up with the flood of email coming into their networks
  9. 9. ISPs block SPAM the way fisherman catch tuna
  10. 10. Let’s just say, it’s not so great if you’re a dolphin
  11. 11. Your email is the dolphin
  12. 12. How do you stay out of the net?
  13. 13. Reputation is the key
  14. 14. There are 5 elements to good reputation
  15. 15. Have a solid infrastructure
  16. 16. Don’t email the dead
  17. 17. Keep complaints to a minimum
  18. 18. Don’t send to spam trap addresses
  19. 19. Maintain a permanent home
  20. 20. Authentication? Reputation? Accreditation? … what’s what?
  21. 21. How does it all fit? … they build on each other Accreditation Reputation Authentication
  22. 22. How does it all fit? … they build on each other Return Path Sender Certification Services Accreditation •Sender Score Certified •SafeList Sender Score Reputation Network Reputation … plus others Sender ID / SPF Authentication DKIM / Domain Keys
  23. 23. Reputation in the Real World
  24. 24. A new market … reputation filtering solutions • Reputation filtering is a big growth area • Many vendors selling reputation modules
  25. 25. Sample reputation company Your local reputation impacts your global reputation
  26. 26. Sample reputation company (cont.) Sender Score Certified Sender Score Whitelist Blacklist • Leading accreditation and certification service Data from 100+ million mailboxes (1.2B mailboxes)
  27. 27. Behind the scenes whitelist blacklist senderscore.org 100M+ Mailboxes contributing data
  28. 28. How a sample ISP uses reputation (example 1)
  29. 29. How a sample ISP uses reputation (example 2) Recipients per Sender Score Hour 3,600 0-15 7,200 NA & 16-25 14,400 26-30 28,800 31-50 “ Our rate liming policy is based on sender 50,400 51-70 reputation” 72,000 71-85 86,400 86-100
  30. 30. Um, okay. But how do I know what my email reputation is?
  31. 31. http://www.SENDERSCORE.org
  32. 32. Share a little data, get a lotta knowledge
  33. 33. Knowledge = Power
  34. 34. Step 1: measure … constantly • Return Path Delivery Monitoring Suite
  35. 35. How does these tools help me? 36
  36. 36. Knowledge = power = speed Contact Contact Confirm Block/Filter Investigate Correct Block Blocking Blocking Finding Occurs Root Cause Errors Removed Source Source 2 weeks on average Could go for weeks/months On average: 1 week On average: 1 week 2 weeks 4 weeks 1 week 1 week Total: 8 weeks Confirm Contact Block/Filter Correct Block Finding & Blocking 1 1 Occurs Errors Removed Root Cause Source Same day on average A day or two on average A day or two on average Immediate 1.5 days 1.5 days Total: 3 days 37 © 2009 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  37. 37. Step 2: certify your email program • Return Path Sender Certification Services – Sender Score Certified – SafeList
  38. 38. Step 2: certify your email program whitelist blacklist senderscore.org
  39. 39. Credit where credit is due 40 © 2009 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  40. 40. Where can I get these services? • http://www.returnpath.net or • One of Return Path’s approved partners 41 © 2009 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce
  41. 41. Be a happy dolphin
  42. 42. Thank You! Ken Takahashi Vice President, Global Channels http://www.returnpath.net
  43. 43. “Deliverability Event '09”

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