This document discusses deliverability best practices for 2017 and beyond. It covers key deliverability topics like what deliverability is, email filtering, spam traps, list management, content, authentication methods like DMARC and SPF/DKIM, and privacy regulations. Feedback tools from Gmail, Microsoft, and Office 365 are also reviewed to help marketers monitor and improve their email reputation and delivery rates. Overall the document provides an overview of important deliverability considerations and strategies for email marketers.

1. 2017 Deliverability & Beyond
What Eloquans Need to Know
Chris Arrendale
Inbox Pros
www.inboxpros.com
@Arrendale
@inboxpros

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

5. EMAIL
FILTERING
“INFERNO”

7. COMPLAINTS

8. SPAM TRAPS
 Spam Traps are real email addresses that
don’t bounce
 Often ISPs will take over abandoned
email addresses and turn those into spam
traps
 Set up and monitored by blacklists
 Different types:
 Typo
 Recycled
 Pristine

9. LIST MANAGEMENT

10. CONTENT
 Recipient engagement is focus for 2017 – make subject lines and content
count!
 Landing page and image path domains
 Check for blacklist or reputation issues.
 Are images being hosted by Eloqua, internal server, Amazon, etc.?
 Social media links
 Higher risk for possible target of reputation problems.
 Sending domain versus bounce domain (return-path)
 Whitelisting both (not just the IP) to help ensure delivery of the message.

11. WHOIS
 Private versus Public WHOIS
registration (FIGHT!)
 The WHOIS registration is set up
when the domain is
purchased/created.
 Includes contact information for
the domain owner.
 Gmail and Google Apps count
against domains that are set to
private registration.

12. AUTHENTICATION - DMARC

13. PATH TO THE INBOX - AUTHENTICATION

14. 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)
A DMARC record might look something like this:
v=DMARC1;p=reject;pct=100;rua=mailto:dmarcaggregate@inboxpros.com;ruf=
mailto:dmarcforensic@inboxpros.com
Or as simple as this:
v=DMARC1;p=quarantine

15. TXT INSTRUCTIONS
 p=none - The ISP is instructed not to interfere with a message that fails
DMARC and to send a report to the sender
 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
 p=reject - The ISP is instructed to reject an email that fails DMARC during
SMTP transaction and to send a report to the sender

16. DO YOU KNOW WHO IS YOUR USING YOUR DOMAIN?

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

18. DMARC SUMMARY

19. FEEDBACK RESOURCES & TOOLS

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

21. GMAIL POSTMASTER TOOLS -
AUTHENTICATION

22. GMAIL POSTMASTER TOOLS -
REPUTATION

23. GMAIL POSTMASTER TOOLS – SPAM
COMPLAINTS

24. GMAIL POSTMASTER TOOLS – DELIVERY
ERRORS

25. EXCHANGE & OFFICE 365 HEADER
ANALYZER
 https://testconnectivity.microsoft.com/MHA/Pages/mha.aspx
 Header Fields - https://technet.microsoft.com/en-
us/library/dn205071(v=exchg.150).aspx

26.  https://sender.office.com/
 Ensure that you use the email address to which the error message was sent, and the IP
address that is specified in the error message.
 The portal sends an email to the email you supply.
 Click the confirmation link in the email sent to you by the delisting portal.
OFFICE 365 IP UNBLOCK PAGE

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

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

29. SIGNALS

30. PRIVACY & PERMISSION

31. DOES CASL APPLY TO ME?

32. CASL BREAKDOWN

33. CASL: WHAT IS CONSENT?
 Implied Consent
 The sender & recipient have an existing
business (or non business) relationship
 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
 Express Consent
 Recipients give a positive or explicit
indication of consent to receive CEM’s
 They may check a box or type/write in their
email address

34. CASL APPROVED FORM

35. CAN-SPAM & CASL

36. PRIVACY COMPLIANCE - GDPR
 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.
 For B2B marketers, used to opt-out arrangements in the U.K, it means
no more assumptions somebody cannot 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.
 For B2C marketers, already used to opt-in, it means no more
permission 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.

37. Questions?
Thank you!
 (678) 214-3739
 chris@inboxpros.com
 www.inboxpros.com
 @Arrendale & @inboxpros
 https://www.linkedin.com/company/inbox-pros