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Creative Deliverability

Creative Deliverability - The basics of avoiding the junk folder in email design

2. Deliverability What?

3. Other content deliverability words

4. Image blocking

5. Junk/content filters: Avoiding the junk folder

6. Spam assassin

7. The rest of the inboxes

8. Reputation - Deliverability credit rating

9. Takeaways

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Creative Deliverability

  1. 1. Creative DeliverabilityThe basics of avoidingthe junk folder in email design
  2. 2. DeliveraWhat?Deliverability:The Abilityto deliverbulk emailinto the inbox
  3. 3. Reputation InboxPlacementJunkFolder domain OptOutEngagement SpammyKeywordsISP SpamTrap domain prefixemail-address SenderScoreImage-to-text-ratioOther Content Deliverability Words
  4. 4. • Spammers sent spam• Filters learned to read junked keywords• Spammers sent spam in images• Filters junked image only emails• Spammers sent images and normal text• Filters required multiple images• Spammers split the images up• Filters asked for more text than images• Spammers added even more text• Inboxes blocked imagesImage blocking
  5. 5. Junk / Content Filters: Avoiding the JunkFolder• Includes Subject Line and “From Name”• Outlook: yes or no, not self learning• Spam Assassin: explained rules• Most large consumer ISPs learn• Hotmail, Gmail, Yahoo, AOL etc• Reputation decides leniency
  6. 6. Reputation - Deliverability Credit Rating• Only important Since CreditCrunch• Have DDs & Pay your credit cardbefore asking for mortgage• Content filter leniency• Speed and volume of acceptance• Mainly the large ISPs
  7. 7. • 60% text vs 40% images• Text size does not count (12px)• At least 3 images not all touching• Always have a plaint text version• Plain text links on a new line• Good quality & fairly complex HTML• Test sending speeds• Test sending times• A/B Content Testing• Intelligent Time Sending• Engagement Filtering (Open Reach)• Test, Test, Test, always be testingandy thorpedeliverabilty &compliance managerLinkedin/andythorpe@captaininbox