§ Hard Bounce
• Permanent Failed Message
o Bad Mailbox
o Bad Domain
§ Soft Bounce
• Temporary Failed Message
o Inactive Mailbox
o Everything else that is not a hard bounce.
§ In Stream
• Error messages provided by receiving server during the live mail
§ Out of Stream
• Error messages provided by recipient server after original message is
Bulking, Blocking and Blacklisting
§ Bulked - Message is delivered but sent to the “Junk Folder”
§ Block - The destination email server is refusing to accept email
due to ISP/Inbox Provider send practice violations
§ Blacklist - List of IP addresses or domains that individuals or
enterprises use to filter email due to send practice violations.
Spamhouse, Spamcop, SORBS, Surbl.
Spamtraps – Digital Venus Flytraps
§ A spam trap is an abandoned email address that was shut down
and after 6-12 months is re-activated
§ Senders will receive a hard bounce and the address gets added
to the Suppression List
§ Other spamtraps are email addresses listed in websites that
never sign up for any email. Also called HoneyPots they wait for
“spiders” to harvest addresses across the web.
§ A process within the VMTA that limits the volume of email during
initial sends to specific ISPs. This ramping of the IP will build the
reputation with different ISPs
• Aol is limited to 1,200
• Yahoo and Hotmail are set to send 5,000 on the first send
• Segmenting your data into buckets
• Ramp up any domain that makes up a 10 % or more of your list
• Sending same volume for 30 days to turn off Auto Ramp-up
Feed Back Loops
§ Certain ISPs send recipient abuse complaint details back to
• The abuse complaint is marked in the mailing reports
• The problem address is added to the Master Suppression List
• Abuse complaints can generate weeks, months, years after the initial send
• Complaints from previous mailings impact today’s mailings
• People that click abuse do so for 3 reasons:
o No memory
Feed Back Loops – Seznam.cz
§ You must complete the previous form
•Before starting the form you need to select the “from” domain used in the
•The “from” address needs to have new mailbox created that is either
firstname.lastname@example.org or email@example.com
§ Once those are in place you complete the rest of the form including:
•The “from” domain used in the mailings
•The “selector” for your DKIM record. IBM is spop1024
•Enter the address created from above to receive the abuse complaints
§ Make sure you take those complaints and remove them from your
§ Sending authenticated email means making sure proper DNS
records are in place on the “from” or “sending” domain used in
§ SPF Record
§ DKIM Record
§ DMARC Record
Email Authentication – SPF Record / Sender ID
§ IBM can send email on behalf of e.company.com
§ e.company.com TXT “v=spf1 ip4:18.104.22.168 – all”
§ Actual Error message :: Hotmail - smtp;;550 (COL0-MC4-F6)
command rejected due to Sender ID test failing for IP 22.214.171.124.
Please ensure this IP is authorized to send mail on behalf of
Email Authentication – DKIM Record
§ Original Message Sent was the Same Message Received
§ Reduces Screen Scraping
§ Used by Yahoo for Feed Back Loops to manage abuse
§ spop1024._domainkey.e.example.com. IN TXT "k=rsa;;
Email Authentication – DMARC Record
§ Domain-based Message Authentication, Reporting &
§ Text Record that monitors the listed domain against various
Spoofing and Phishing attempts
§ Implemented in Stages
• None – Monitor – Don’t do anything but report what is happening
• Quarantine – Push aside any message that fails DMARC
• Reject – Delete any message from any source not listed within DMARC
Email Authentication – Actual DMARC Record
• dmarc.silverpop.com TXT
• What domain do we want to monitor?
• What do we do with failures?
• What percentage of mail do we want monitored?
• Where do we send these reports?
TLS – Transport Layer Security
§ A secure method of sending email. TLS replaced SSL as the
• The receiving server must be set-up to accept TLS messages
• TLS can be used across all domains or sent to a select group of domains
• There are 2 kinds of TLS
• Every message is sent using TLS
• If the receiving server does not accept TLS the message is delivered non-securely
• 3rd party email services – Appear to be secure but not delivered to recipient securely
• Every message is sent using TLS
• If the receiving server does not accept TLS the message is bounced
Deliverability Dashboard- Internal IP scoring
Deliverability Dashboard - Good Day / Bad Day
Bounce Rate <5% = Green, 5-10% = Yellow, >10% Red, under 1000 messages = Grey
Deliverability Dashboard - Status Alerts
• This view shows the various status fields. The first status is the alert status. Currently
we have 2 alerts in place: Hotmail SNDS and IP Warming completed. Look for
changes in the future as we add more alerts.
• Next up is the Whitelist status. This lists where the IP address whitelisted. Please note
whitelisting does not mean inbox placement.
• Finally we include our blacklist status which tells you if the IP address is listed on any
Deliverability Dashboard -SNDS Alerts
• This view shows the SNDS ALERT.
§ When this alert is received that means IP address crossed a threshold of abuse rate,
§ In the past we created cases for each client every time this alert appeared. This saves
time as well as allowing all client’s employees the ability to see this alert.
§ Scroll down to the SNDS portal to see what happened.
Deliverability Dashboard - VMTA Warming Status Alerts
§ This view shows the VMTA Warming Alert. Once a segment is completed we present
this alert. Hovering over the alert mentions which domain is now completed.
Deliverability Dashboard - IP Warming Status / Other Links
§ This view shows the IP Warming Status which shows you the current max
volume you can send to each of ISPs listed. This is great to know during
ramping and before sending so you don’t suppress addresses because you
exceeded the send limit.
§ The Other Links alert section takes you to the SenderScore website
Gmail Postmaster Dashboard – Getting There
§ Create a new Gmail Business Account
• Go to http://postmaster.google.com
• On the Bottom Right click on the red +button
• In the pop-up box enter your “From” or “Sending” domain
• Decide between using a TXT record or a CNAME
• Send the supplied record to whoever manages webhosting/IT
• Return to postmaster site and verify the new record.
Gmail Dashboard – IP Reputation - Ratings
§ Bad — A history of sending an enormously high volume of spam. Mail coming from
this entity will almost always be rejected at SMTP or marked as spam.
§ Low - Known to send a considerable volume of spam regularly, and mail from this
sender will likely be marked as spam.
§ Medium/Fair — Known to send good mail, but is prone to sending a low volume of
spam intermittently. Most of the email from this entity will have a fair deliverability rate,
except when there is a notable increase is spam levels.
§ High — Has a good track record of a very low spam rate, and complies with Gmail's
sender guidelines. Mail will rarely be marked by the spam filter.
Gmail Postmaster Dashboard – IP Reputation – Multiple IPs
Gmail Postmaster Dashboard – Delivery Errors Explained
§ Rate limit exceeded: The Domain or IPis sending traffic at a suspiciously highrate, due to
which temporaryrate limits havebeenimposed. The limit will be lifted when Gmail is
confident enoughof the nature of the traffic.
§ Suspected spam: The traffic is suspectedto be spam, by our systems, for various reasons
§ Email content is possibly spammy: The traffic is suspected to be spammy, specific to the
§ Bad or unsupported attachment: Traffic contains attachments not supported by Gmail
§ DMARC policy of the sender domain: The sender domainhas set up a DMARC rejection
Gmail Postmaster Dashboard – Delivery Errors Explained (cont.)
• Sending IP has low reputation: The IP reputation of the sending IP is very low
• Sending domain has low reputation: The Domain reputation of the sending IP is very low
• IP is in one or more public RBLs: The IP is listed in one or more public Real-time Blackhole
Lists. Work with the RBLto get your IP delisted.
• Domain is in one or more public RBLs: The Domain is listed in one or more public Real-
time Blackhole Lists. Work with the RBLto get your domain delisted.
• Bad or missing PTR record: The sending IP is missing a PTR record.