What all Oracle Eloqua users need to know about deliverability and privacy.

1. Deliverability and Privacy Essentials
What “Eloquans” Need To Know
Chris Arrendale
Inbox Pros
www.inboxpros.com
@Arrendale
@inboxpros

3. BASICS TO GETTING INTO THE
INBOX

4. WHAT IS DELIVERABILITY?
u Delivered is the way to
measure that the email was
accepted by the recipient’s
mail server
u Deliverability is getting to the
inbox and measuring the
open/click statistics
u Getting your email into your
subscriber’s inbox is the only
way to get opens, clicks, and
conversions
u Deliverability is constantly
changing and evolving

5. EMAIL
FILTERING
“INFERNO”

6. EMAIL FILTERING

7. BOUNCE BASICS
HARD BOUNCES
u Occurs when the email server
rejects the email due to
permanent conditions
u Examples include a bad mailbox,
bad domain
SOFT BOUNCES
u Occurs when the email server
rejects the email due to a
temporary condition
u Examples include a mailbox full,
temporary ISP block

8. BOUNCES
u Bounce rates affect your reputation
u If you’re bounce rates are too high, the ISP may think you are trying to spam
them and may block your domain or IP address
u There is no “magic number” that can get you blocked/bulked

9. COMPLAINTS

10. SPAM TRAPS
u Spam Traps are real email addresses that
don’t bounce
u Often ISPs will take over abandoned
email addresses and turn those into spam
traps
u Set up and monitored by blacklists
u How do you minimize the risk of hitting a
spam trap on your list?
u First, use explicit opt-in methods
(unchecked boxes) when you capture
names. To be doubly sure – use double
opt-in, where the subscriber has to confirm
their address before they are actually
added to your list.
u Second, scrub your list regularly

11. LIST MANAGEMENT

12. SHARED VERSES DEDICATED IP

13. iOS10 LIST UNSUBSCRIBE HEADER
iOS10 has introduced support for List-Unsubscribe Headers in its Mail App
u Only the “mailto” version is currently supported
u <mailto:unsubscribe-address-example@domain.com>

14. SUBJECT LINES
DO…
u Use questions
u Keep it short
u Make sure it’s clear who your
message is FROM
u Include a “call to action”
u Be specific
DON’T…
u Use special characters in your
subject lines
u Use all capital letters
u Constantly send SOS messages
u Include numbers
u Use “spammy” words

15. SUBJECT LINE LENGTH

16. SUBJECT LINES

17. AUTHENTICATION

18. AUTHENTICATION PATH TO THE INBOX

19. AUTHENTICATION – YOUR PASSPORT TO
THE INBOX
u IP and domain authentication are
very important when sending B2B
emails
u SPF
u IP Authentication
u DNS TXT record update supplied
by your MAP or ESP
u DKIM
u Domain Authentication
u DNS TXT record update supplied
by your MAP or ESP

20. WHAT IS DMARC?
Domain-based Message, Authentication, Reporting & Conformance
DMARC is an email validation system designed to detect and help prevent email
spoofing
DMARC is built on top of two existing mechanisms:
– Sender Policy Framework (SPF)
– Domain Keys Identified Mail (DKIM)

21. DMARC PREREQUISTES
u DMARC message requirements:
u Passes DKIM and SPF validation
u Its identifier domains are “in alignment”

22. ALIGNMENT
u SPF Alignment
u The message must pass the SPF check and the
domain that is in the “From: header” must match
the domain used to validate SPF
u This must be precise for strict alignment
u May be a sub domain for relaxed alignment
u DKIM Alignment
u The message must pass the DKIM check and
the “d=domain” of the valid signature must align
with the domain in the “From: header”
u Must match for strict alignment or must
be a sub domain for relaxed alignment

23. COMMON ALIGNMENT ISSUES
u Even if SPF and DKIM pass authentication, DMARC will fail if the identifiers are
not aligned

24. ANATOMY OF DMARC
u A DMARC record for Inbox Pros might look something like this:
"v=DMARC1;p=reject;pct=100;sp=none;rua=mailto:dmarcaggregate@inboxpros.co
m;ruf=mailto:dmarcforensic@inboxpros.com”
u Or as simple as this:
”v=DMARC1;p=quarantine”

25. TXT INSTRUCTIONS
u p=none The ISP is instructed not to interfere with a message that fails
DMARC and to send a report to the sender
u p=quarantine The ISP is instructed to flag an email that fails DMARC as
suspicious and subject it to greater scrutiny and/or place it in Spam, as per
the ISPs policies, and to send a report to the sender
u p=reject The ISP is instructed to reject an email that fails DMARC during
SMTP transaction and to send a report to the sender

26. Tag Name Purpose Sample
v Protocol Version v=DMARC1
pct Percentage of messages subjected to filtering pct=20
ruf Reporting URI of forensic reports ruf=mailto:dmarcforensic@inboxpros.com
rua Reporting URI of aggregate reports rua=mailto:dmarcaggregate@inboxpros.com
p Policy for organizational domain p=quarantine
adkim Alignment mode for DKIM adkimn=s
aspf Alignment mode for SPF aspf=r
DMARC BASIC TAGS

27. DMARC SUMMARY

28. FEEDBACK RESOURCES

29. GMAIL POSTMASTER TOOLS
u This Gmail feedback tool was officially launched at a beta version in 2014 by
invitation only
u Google states that the “Postmaster Tools” are for qualified, high-volume
senders to monitor sender-information closely

30. GMAIL POSTMASTER TOOLS -
AUTHENTICATION

31. GMAIL POSTMASTER TOOLS -
REPUTATION

32. GMAIL POSTMASTER TOOLS – SPAM
COMPLAINTS

33. GMAIL POSTMASTER TOOLS – DELIVERY
ERRORS

34. MICROSOFT(Hotmail, Outlook, MSN, Live)
SNDS
u The Microsoft Smart Network Data Services (SNDS) gives you the data
you need to understand and improve your reputation at Microsoft
u Data includes filtering color, complaint rate, and spam trap hits

35. OFFICE 365 – WHAT IS CLUTTER?
u Clutter is an email sorting tool available to Office 365 customers
u Clutter moves your low priority messages out of your inbox so you are easily
able to scan for important messages
u Clutter analyzes your email habits
u Based on your past behavior, it determines the messages that you’re most
likely to ignore
u It then moves those messages to a folder called “Clutter”, where they can be
reviewed later

36. TURN CLUTTER ON
u Sign into your Outlook Account
u Go to Settings > Options
u On the left navigation bar:
u Go to Mail >
u Automatic processing >
u Clutter
u Select Separate items identified as Clutter
u Save

37. TURN CLUTTER OFF
u You can turn Clutter off anytime in Outlook Web App
u Sign in
u Go to Settings:
u Options >
u Mail >
u Automatic processing >
u Clutter
u Select ”Don't separate items identified as Clutter”
u Click Save

38. SENDING VOLUMES
u Sending volumes to smaller domains is key to
getting delivered
u Major ISPs publish rate limits and connection
settings
u B2B and smaller B2C domains do not publish
these settings.
u Key is to send smaller volumes to not ‘flood’
the recipient’s mail server
u Get white-listed, if possible.
u Communicate this with your subscribers

39. SIGNALS

40. PRIVACY COMPLIANCE

41. PRIVACY COMPLIANCE - GDPR
u Brands have two years to become GDPR compliant or risk fines of up to
4% of global annual turnover. That gives brands until May 2018 to clean
up their data sets and make sure that contacts, email ones in
particular, have given their free, unambiguous, and informed consent
to be contacted
u For B2B marketers, used to opt-out arrangements in the U.K, it means
no more assumptions somebody can be emailed just because they
dropped a card in a hat to enter a competition or appeared on a
conference list and has yet to get around to requesting you stop
emailing them
u For B2C marketers, already used to opt-in, it means no more mission
creep. If a brand wants its other brands to get in contact or wants to
add that customer to another email list, it needs to first offer a tick
list for an unambiguous opt-in or out of each use of their data

42. DOES CASL APPLY TO ME?

43. CASL BREAKDOWN

44. CASL: WHAT IS CONSENT?
u Implied Consent
u The sender & recipient have an existing
business (or non business) relationship
u Implied Consent is where the recipient has
supplied an email address and they have not
included a statement that indicates they do
not wish to receive CEMs
u Express Consent
u Recipients give a positive or explicit
indication of consent to receive CEM’s
u They may check a box or type/write in their
email address
*“A request for consent cannot be
bundled with, requests for consent
to the general terms and conditions
of use or sale.”

45. CASL APPROVED FORM

46. PRIVACY COMPLIANCE – CAN-SPAM
USA: Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003
u AKA: CAN-SPAM
u Opt-Out Law, Implicit Consent is allowed
u Transactional or Relationship messages are exempt
u Opt-Out must be completed within 10 business days
u Focuses on “False or Misleading” content and labelling
u No false headers, No open relays, No blank emails, No unlabeled “Adult Content”
u Fines up to $16,000 per email, certain practices are Criminal and get Jail Time
u Limited “Private Right of Action” (Very difficult for victims to file lawsuits)

47. PRIVACY COMPLIANCE – CASL (FISA)
Canada: Fighting Internet & Wireless Spam Act or FISA (2014)
u AKA: CASL or Canadian Anti-Spam Law
u Opt-In Law, Implicit Consent is allowed as well as “Pre-Existing Relationships”
u Implied Consent has a 2-Year time limit, upon which Explicit Consent must be acquired
u Applies to all communications sent by Canadian companies, to Canadian companies, or
messages simply routed through Canadian servers
u Except Phone Calls and Faxes
u Fines up to $1mil per email for an individual, up to $10mil per email for a corporation
u Contains Explicit “Private Right of Action” (Easy for victims to file lawsuits)

48. Opt-Out Law
• Implicit or Explicit Consent (Unless
Suppressed)
• List purchasing
Opt-In Law
• Explicit Consent
• Web form checkboxes (Not Pre-Checked)
CAN-SPAM & CASL

49. PRIVACY COMPLIANCE - GDPR
u Brands have two years to become GDPR compliant or risk fines of up to 4% of global
annual turnover or €20mil (whichever is larger). That gives brands until May 2018 to
clean up their data sets and make sure that contacts, email ones in particular, have
given their free, unambiguous, and informed consent to be contacted.
u For B2B marketers, used to opt-out arrangements in the U.K, it means no more
assumptions somebody can be emailed just because they dropped a card in a hat to
enter a competition or appeared on a conference list and has yet to get around to
requesting you stop emailing them.
u For B2C marketers, already used to opt-in, it means no more mission creep. If a
brand wants its other brands to get in contact or wants to add that customer to
another email list, it needs to first offer a tick list for an unambiguous opt-in or out
of each use of their data.

50. Questions?
Thank you!