Neolane Email Deliverability Best Practices

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David Letemple, Senior Consultant - Deliverability Expert and Jean-Michel Radiskol, Chief Deliverability Officer, Neolane

Email reputation and deliverability is a much an art as it is a science. Attend this session to strengthen your email deliverability skills and knowledge. Learn advanced technical tips & tricks to leverage Neolane’s rich deliverability feature set. Inbox rendering and monitoring, spam scoring, quality auditing, seed-list management, quarantining, whitelisting and throttling will no longer hold any secrets for you. Learn tangible and pragmatic measures to take to optimize your email deliverability strategy.

Learn more: http://www.neolane.com

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Neolane Email Deliverability Best Practices

  1. 1. Neolane Email Deliverability Best Practices David Letemple & Jean-Michel Radiskol Deliverability Experts
  2. 2. Marketing reputation Marketing Reputation Reputation <ul><li>20% of opt in email messages are blocked by their recipients or by ISP anti-spam filters </li></ul>recipients advertiser <ul><li>Loss of reputation leading to blacklisting is due in 70% of cases to complaints from recipients </li></ul>Message deliverability quality Reputation is the key point: It is critical to implement solutions to monitor and improve it =
  3. 3. Deliverability optimization cycle Data quality Relevant content Sending infrastructure Reputation monitoring ● Data collect ● Unsubscription process ● Managing bounce strategies ● Best practises ● Check HTML syntax ● Spam Scoring ● Inbox rendering ● Number of IPs / Domains configuration ● Classes of services ● Network configuration ● Authentication ● Campaign monitoring dashboard ● Inbox monitoring ● IPs monitoring dashboard Neolane helps Companies improve their Marketing Reputation through 4 major directions!
  4. 4. Deliverability optimization cycle Sending infrastructure ● Number of IPs / Domains configuration ● Classes of services ● Network configuration ● Authentication Neolane helps Companies improve their Marketing Reputation through 4 major directions!
  5. 5. Sending Infrastructure <ul><li>In order to achieve maximal deliverability, the Neolane MTA implements all of today's SMTP extension standards aiming at securing and authenticating emails, namely: </li></ul><ul><li>Sender ID Framework </li></ul><ul><ul><li>Microsoft’s Hotmail solution </li></ul></ul><ul><li>Sender Policy Framework (SPF) </li></ul><ul><ul><li>Similar to Microsoft’s Sender ID and has been adopted by several mainstream companies (AOL, Google, etc.) </li></ul></ul><ul><li>DomainKeys & DomainKeys Identified Mail </li></ul><ul><ul><li>Developed largely by Yahoo! </li></ul></ul><ul><li>Each of these authentication mechanism can be turned on or off on a per domain basis, with a sensible default based on Neolane field expertise. </li></ul>
  6. 6. Deliverability optimization cycle Data quality ● Data collect ● Unsubscription process ● Managing bounce strategies Neolane helps Companies improve their Marketing Reputation through 4 major directions!
  7. 7. Bounces management <ul><li>Neolane handles Bounce strategies with different status: </li></ul><ul><ul><li>SMTP Hard bounce (e.g. user unknown) -> Blacklisted </li></ul></ul><ul><ul><li>SMTP Ignored bounce (e.g. too busy) </li></ul></ul><ul><ul><li>SMTP Soft bounce (e.g. mailbox full) -> Risk of Quarantine </li></ul></ul>Recipient address Final status of recipient’s address Quarantine status reason Email communication that caused the quarantine
  8. 8. Deliverability optimization cycle Relevant content ● Best practises ● Check HTML syntax ● Spam Scoring ● Inbox rendering Neolane helps Companies improve their Marketing Reputation through 4 major directions!
  9. 9. Check HTML syntax <ul><li>Neolane provides tools to check and assist in controlling and resolving HTML code quality </li></ul><ul><ul><li>These tools are integrated within Neolane Email Wizards </li></ul></ul>Without diagnostics With diagnostics
  10. 10. Spam Scoring <ul><li>Neolane’s SpamScoring performs a list of tests on outbound emails to determine whether the message could be considered as spam or not. </li></ul><ul><li>Neolane’s SpamScoring feature helps marketing users improve their outbound email communications </li></ul><ul><li>Neolane’s SpamScoring functionality is built-in </li></ul>email doesn’t pass email OK to go!
  11. 11. Inbox Rendering / Inbox Testing <ul><li>This feature determines : </li></ul><ul><ul><li>how your campaign will look like across the main ISP on the market </li></ul></ul><ul><ul><li>The folder in which messages has been received </li></ul></ul>
  12. 12. Deliverability optimization cycle Reputation monitoring ● Campaign monitoring dashboard ● Inbox monitoring ● IPs monitoring dashboard Neolane helps Companies improve their Marketing Reputation through 4 major directions!
  13. 13. Thank you! <ul><li>Contact Information </li></ul><ul><li>Jean-Michel Radiskol </li></ul><ul><li>Chief Deliverability Officer </li></ul><ul><li>[email_address] </li></ul>

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