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Jeff Dellapina - Deliverability Tools to Build a Better Brand


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Jeff Dellapina - manažer doručitelnosti přímo ze společnosti IBM - a jeho přednáška na téma doručitelnosti a všech nejdůležitějších pojmů.

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Jeff Dellapina - Deliverability Tools to Build a Better Brand

  1. 1. Deliverability  Tools   to  Build  a  Better   Brand E-­Mailing  Conference   Spring,  2016
  2. 2. Jeff  Dellapina Manager  – Deliverability
  3. 3. Agenda § General  Deliverability   Terms § IMC  Deliverability   Dashboard § Gmail  Postmaster  Dashboard § Housekeeping
  4. 4. General  Deliverability  Terms
  5. 5. Bounce  Categories § 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.
  6. 6. Bounce  Types § In  Stream • Error  messages  provided  by  receiving  server  during  the  live  mail   transfer. • § Out  of  Stream • Error  messages  provided  by  recipient  server  after  original  message  is   successfully  delivered.
  7. 7. 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.
  8. 8. 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.
  9. 9. IP  Ramp-­Up § 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
  10. 10. Feed  Back  Loops § Certain  ISPs  send  recipient  abuse  complaint  details  back  to   Silverpop.   • 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 o Relevant o Frequency
  11. 11. Feed  Back  Loops  –
  12. 12. Feed  Back  Loops  – § You  must  complete  the  previous  form   •Before  starting  the  form  you  need  to  select  the  “from”  domain  used  in  the   mailings     •The  “from”  address  needs  to  have  new  mailbox  created  that  is  either or § 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               database
  13. 13. Email  Authentication § Sending  authenticated  email  means  making  sure  proper  DNS   records  are  in  place  on  the  “from”  or  “sending”  domain  used  in   the  mailings. § SPF  Record § DKIM  Record § DMARC  Record
  14. 14. Email  Authentication  – SPF  Record  /  Sender  ID § IBM  can  send  email  on  behalf  of §              TXT            “v=spf1  ip4:  – all” § Actual  Error  message    ::  Hotmail  -­ smtp;;550  (COL0-­MC4-­F6)   command  rejected  due  to  Sender  ID  test  failing  for  IP   Please  ensure  this  IP  is  authorized  to  send  mail  on  behalf  of   [].
  15. 15. 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   processing §            IN            TXT            "k=rsa;;   p=MFwwDQYJKoZIhvcNAQEBBQADSwAwSAJBALRpcZtsOe3y863bcLav9 1ftXKrLUymFwH9nOxFkJmMKdCRdcQo3dcIKDPn1lZqdXVfa7TFVVQVs • .
  16. 16. Email  Authentication  – DMARC  Record § Domain-­based  Message  Authentication,  Reporting  &   Conformance § 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
  17. 17. Email  Authentication  – Actual  DMARC  Record • TXT   v=DMARC1;;p=none;;pct=100;;rua=mailto:abuse@deliver.;; • 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?
  18. 18. TLS  – Transport  Layer  Security § A  secure  method  of  sending  email.  TLS  replaced  SSL  as  the   preferred  method.   • 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 o Opportunistic • 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 o Forced • Every  message  is  sent  using  TLS • If  the  receiving  server  does  not  accept  TLS  the  message  is  bounced
  19. 19. IMC  Deliverability  Dashboard
  20. 20. Deliverability  Dashboard  -­ Location §
  21. 21. Deliverability  Dashboard  -­ Overview
  22. 22. Deliverability  Dashboard-­ Internal  IP  scoring
  23. 23. Deliverability  Dashboard  -­ Good  Day  /  Bad  Day Bounce  Rate            <5%  =  Green,    5-­10%  =  Yellow,    >10%  Red,    under  1000  messages  =  Grey
  24. 24. 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   blacklists.
  25. 25. 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,   spamtraps § 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.
  26. 26. 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.
  27. 27. 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
  28. 28. Deliverability  Dashboard  -­ Hotmail  SNDS  Portal
  29. 29. Gmail  Postmaster  Dashboard
  30. 30. Gmail  Postmaster  Dashboard  – Getting  There § Create  a  new  Gmail  Business  Account • Go  to • 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.
  31. 31. Gmail  Postmaster  Dashboard  – Sign-­up  Step  1
  32. 32. Gmail  Postmaster  Dashboard  – Sign-­up  Step  2  
  33. 33. Gmail  Postmaster  Dashboard  – Sign-­up  Step  2  -­ CNAME  
  34. 34. Gmail  Postmaster  Dashboard  – Home  Page
  35. 35. Gmail  Postmaster  Dashboard  – Metrics  Menu
  36. 36. Gmail  Postmaster  Dashboard  – History  Menu
  37. 37. Gmail  Postmaster  Dashboard  – Spam  Rate
  38. 38. Gmail  Postmaster  Dashboard  – IP  Reputation
  39. 39. 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.
  40. 40. Gmail  Postmaster  Dashboard  – IP  Reputation  – Multiple  IPs
  41. 41. Gmail  Postmaster  Dashboard  – Domain  Reputation  
  42. 42. Gmail  Postmaster  Dashboard  – Feed  Back  Loop
  43. 43. Gmail  Postmaster  Dashboard  – Authentication
  44. 44. Gmail  Postmaster  Dashboard  – Delivery  Errors
  45. 45. 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 content § 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 policy
  46. 46. 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.
  47. 47. House  Keeping
  48. 48. § Self  Improvement   – Add  personal  value  /  Job  Search § Product  Knowledge/Features § Currently  Free  to  complete  at  your  own  pace IBM  MC  Certification
  49. 49. General  Links     § SPF § DKIM § DMARC § Gmail  Bulk  Senders  Guidelines § CASL  -­ § CAN-­SPAM  -­­unwanted-­text-­ messages-­and-­email
  50. 50. Gmail  Links   § Bulk  Senders  Guidelines • § Bulk  Senders  Trouble  Form • § Gmail  Feed  Back  Loop   • § Gmail  Talks  about  Authentication • § Gmail  Talks  about  DMARC •
  51. 51. Links    -­ Setting  Up  CNAME § 1  and  1 §­c36931/manage-­domains-­c79822/dns-­c37586/enter-­a-­cname-­record-­for-­ your-­domain-­a643600.html § DreamHost § § § EuroDNS §­how-­do-­i-­add-­a-­cname-­canonical-­name-­record-­ § Gandi §­record?s[]=cname § Godaddy §­dns-­for-­your-­domain-­names-­680
  52. 52. Links    -­ Setting  Up  CNAME  (cont.) § HostGator •­10/changing-­mx-­a-­cname-­records-­plesk-­10 § IX  Webhosting •­to-­add-­a-­custom-­cname-­record/ § Network  Solutions  – •­records-­host-­aliases-­2/ §  – • light=cname § ZoneEdit •­domain-­aliases-­root-­aliases-­ zone-­apex-­aliases-­implemeneted-­as-­anames
  53. 53. Questions?