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Ask an Expert! Getting Started with Email Deliverability

The document provides an overview of email deliverability best practices. It discusses the challenges of email delivery such as navigating ISPs, spam filters, and blacklists. It emphasizes the importance of CAN-SPAM compliance, sender identification, reputation monitoring, segmenting traffic, and list cleaning. The document also stresses delivering the right message to the right recipient at the right time and frequency to maximize open and click-through rates.

Technology◦Business◦

Ask an Expert! Getting Started with Email Deliverability

1.
Ask an Expert: GettingStarted with Email Deliverability Getting Started with Email Deliverability Presenters: Corey Good Customer Success Representative Danny Randa Inbound Marketing Manager Date: 2/13/13
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Housekeeping ReadyTalk Conference ToolsConsole •View in Full Screen Mode Poll Questions •Answer live poll questions by clicking on the buttons •Responses are anonymous Questions for Danny and Corey •Ask questions by using the CHAT function •When the presentation begins, you will see the chat box as a floating window to use at any time •We will answer as many questions as possible and those that we don’t get to in a follow up blog post Follow Up •You will get an email with a link to the recording and a copy of all slides
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Company Overview • FoundedJuly 2009 • TechStars graduate (Boulder, CO) • 110 employees across 4 offices – HQ: Boulder, CO – R&D: Anaheim, CA / Romania $27M venture capital raised Series B closed Jan 2012 Angel investors include: -Scott Petry (Founder, Postini) -Matt Mullenweg (Founder, Wordpress) 3
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Delivering Email atScale Serving 100,000+ customers Sending over 7 billion emails per month Transactional and marketing email solutions 4
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Today’s Speakers Danny Randa InboundMarketing Manager daniel.randa@sendgrid.com @dannyranda Corey Good Customer Success Representative corey.good@sendgrid.com
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Poll Question #1 •How does your company currently manage their email delivery? –I don’t know! –We use our own servers and technology –We use SendGrid –We use another service provider
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Why Should ICare About Email Deliverability?
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20% of wanted commercialemail goes undelivered.
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Types of Email
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Transactional Email ConfirmationsConfirmations AlertsAlerts NotificationsNotifications ReceiptsReceipts PasswordDeliveryPassword Delivery Account VerificationsAccount Verifications StatementsStatements Shipping NotificationsShipping Notifications RemindersReminders CancellationsCancellations UpdatesUpdates AnnouncementsAnnouncements
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Marketing Email is NotJust Spam! Not Just Spam!
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Slow and Steady Winsthe Email Race
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Email isn’t GoingAnywhere
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Email Deliverability: Easy, right? Easy,right? Your Mail Server
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Still easy, right? AOLAOLAOLAOL YahooYahooYahooYahoo GoogGoogGoogGoog LiveLiveLiveLive .edu.edu.edu.edu Etc…Etc…Etc…Etc… ISPs Spam Folder YourMail Server
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Hmm... AOLAOLAOLAOL YahooYahooYahooYahoo GoogGoogGoogGoog LiveLiveLiveLive .edu.edu.edu.edu Etc…Etc…Etc…Etc… ISPs Spam Folder Your Mail Server
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Um... AOLAOLAOLAOL YahooYahooYahooYahoo GoogGoogGoogGoog LiveLiveLiveLive .edu.edu.edu.edu Etc…Etc…Etc…Etc… ISPs Spam Folder Your Mail Server SpamhausSpamhausSpamhausSpamhaus SURBLSURBLSURBLSURBL InvaluementInvaluementInvaluementInvaluement CBLCBLCBLCBL SPAMCOPSPAMCOPSPAMCOPSPAMCOP Etc…Etc…Etc…Etc… BlackLists
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Help! AOLAOLAOLAOL YahooYahooYahooYahoo GoogGoogGoogGoog LiveLiveLiveLive .edu.edu.edu.edu Etc…Etc…Etc…Etc… ISPs Spam Folder Your Mail Server SORBSSORBSSORBSSORBS BSBBSBBSBBSB CBLCBLCBLCBL PSBLPSBLPSBLPSBL SPAMCOSPAMCO PP SPAMCOSPAMCO PP Etc…Etc…Etc…Etc… BlackLists GoogGoogGoogGoog McAfeeMcAfeeMcAfeeMcAfee MailMail TrustTrust MailMail TrustTrust SpamSpam AssassinAssassin SpamSpam AssassinAssassin CloudmarkCloudmarkCloudmarkCloudmark Etc…Etc…Etc…Etc… Spam Filters
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Where Does SendGridFit In? AOLAOLAOLAOL YahooYahooYahooYahoo GoogGoogGoogGoog LiveLiveLiveLive .edu.edu.edu.edu Etc…Etc…Etc…Etc… ISPs Spam Folder Your Mail Server SORBSSORBSSORBSSORBS BSBBSBBSBBSB CBLCBLCBLCBL PSBLPSBLPSBLPSBL SPAMCOSPAMCO PP SPAMCOSPAMCO PP Etc…Etc…Etc…Etc… BlackLists GoogGoogGoogGoog BrightBright MailMail BrightBright MailMail MailMail TrustTrust MailMail TrustTrust SpamSpam AssassinAssassin SpamSpam AssassinAssassin MSGMSG LabsLabs MSGMSG LabsLabs Etc…Etc…Etc…Etc… Spam Filters
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Getting Started onthe Right Path
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Legal Requirement: CAN-SPAM Compliance CAN-SPAMCompliance Controlling the Assault of Non - Solicited Pornography And Marketing
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CAN-SPAM 1. Don’t usefalse or misleading header information 2. Don’t use deceptive subject lines 3. Identify the message as an advertisement 4. Tell recipients where you’re located 5. Tell recipients how to opt out of receiving future email from you 6. Honor opt-out requests promptly 7. Monitor what others are doing on your behalf
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Think Like anISP
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Sender Identification DKIM SPF
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Sender Reputation
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IP Reputation 169.254.219.226 169.254.219.226 SharedIP Dedicated IP
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SendGrid Tips andTricks Segment Traffic & Use Subusers
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Monitoring Reputation SenderScore SNDS SenderBase
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SendGrid Tip Feedback LoopsReply-to
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Blacklists
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How do Iend up on a blacklist? Spam Traps! (aka honey pots)
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I’m on aBlacklist. Now what!? Investigate Document Verify Contact
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Right Message to the RightPerson at the Right Time with the Right Frequency
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Right Message
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Bad Habits Vague subjectline Lack of personality Unrecognizable “from” address “Do-Not-Reply”
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Good Habits Strong Branding Recognizable“from” address Personality Concise writing for easy scanning
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Right Person
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Poll #2 • Wheredo the addresses on your list come from? • Communication sign-ups? • Forms to receive content? • Purchased/rented lists? • Partner?
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Do your recipients wantand expect your mail?
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Purchased Lists X
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Automatically Sign People Up X
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Inviting Recipient’s Address Books X
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Sharing Lists with Partners X
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List Cleaning
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Bounces Soft Bounce HardBounce
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SendGrid Tip • Usethe Event API to clean list • SendGrid Reports
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Right Time
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Expectation & Anticipation
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Right Frequency
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Good Sending Cadence Stay onthe Beat!
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Warming Up IPs
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Learn More • UpcomingWebinar: - Highway to Hell - Top 10 Fastest Ways to Land in the Email Underworld • Deliverability Guide • SendGrid Delivered comes to Boston! • blog.sendgrid.com
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Questions?

Editor's Notes

#2 Danny will intro
#3 Danny will cover the housekeeping items
#4 Danny will do SendGrid overview
#5 Danny will do SendGrid overview
#6 Danny will introduce the speakers, let Corey introduce himself
#7 Danny will ask the poll question
#8 Danny
#9 Danny
#10 Corey
#11 Corey What do I mean by wanted mail? Transactional mail is mission critical to the success of many companies Users who expect to be able to reset their password promptly, expect an alert when there is something wrong with their account, or anticipate confirmation of a purchase are not going to be happy if their mail is not delivered.
#12 Danny - Don’t get me wrong, I’m a marketer, so I definitely know that transactional emails are not the only kind of emails that are wanted. - Us marketers want email because it is consistently the most cost effective marketing channel - It works! But it’s not easy, and all that time all the marketers in the audience are spending segmenting lists, and crafting perfect marketing copy, a/b testing subject lines, and sweating over the exact right time of day to blast an email, will be wasted if that message never hits the inbox. - Marketing mail ISN’T just wanted for marketers as well. Recipients sign up to receive communications from companies because they are interested in their services/products. Marketing email and SPAM are not the same thing - although it can be very easy for marketers to cross the line.
#13 Danny -Corey will go into further detail with is, but he will show you that it is MUCH easier to get on top of deliverability early. While it’s not impossible to correct course if you find yourself with deliverability problems, it is much easier to prevent than fix.
#14 Danny Email growing rapidly Despite all the speculation that social was going to kill email, the world is more dependent on email than ever.
#15 Corey I’m going to give you a quick rundown of the challenges of sending email at scale. I say it’s quick because, well… obviously it’s super easy.
#16 Corey Each domain has their own rules and restrictions Messages per minute Messages per connection Message size limits Number of re-trys
#17 Corey Further Each domain has their own response codes and different interpretations
#18 Corey Also there are about 45 reputable blacklist providers out there that are utilized by the numerous domains to assist in in providing assurance to their recipients.
#19 Corey And… Enterprises employ spam filters which further restrict email deliverability For instance, as per the most recent Return path study delivers only 23% of email to the inbox
#20 Corey And… Enterprises employ spam filters which further restrict email deliverability For instance, as per the most recent Return path study Postini, the most widely use spam filter, delivers only 23% of email to the inbox
#21 Danny
#22 Danny Mention that this only applicable to US - recommend everyone to apply it
#23 Danny & Corey
#24 Danny What do ISPs want? They want to give their customers the best experience (as little SPAM as possible). Customers won’t blame the ISP for blocking the mail they actually want - they will blame YOU! Learn to think like an ISP so you can get your mail delivered. - Most important, they want to know WHO YOU ARE!
#25 Danny
#26 Corey
#27 Corey
#28 Corey
#29 Corey
#30 Corey
#31 Danny
#32 Corey Spam traps #1 cause Spam filtering - Cloudmark not a blacklist but use them to block - analyze to see if they feel it’s spam or not.
#33 Corey Find out why you are on the blacklist. Maybe your account has been compromised, maybe you sent to a spam trap. document the types of messages coming back from the feedback loops verify reach out to the blacklist
#34 Danny
#35 Danny the style in which your emails are presented can also be very important for maintaining a good relationship with customers. whether including recognizable logos or optimizing for the quick reader-scan, you should always considering how you present your content - this can make a huge impact on the overall performance of your transactional emails.
#36 Danny in this context, some bad habits to avoid are:
#37 Danny some good habits to follow: -personality - personalization - Use personal name, prove that you know who they are.
#38 Danny Who are you sending to? Where does your list come from?
#39 Danny
#40 Danny
#41 Corey
#42 Corey
#43 Corey
#44 Corey
#45 Corey Confirmed Opt-In Re-engagement campaigns We DO NOT recommend list verification services Keep track of your engagement/metrics
#46 Corey
#47 Corey
#48 Danny
#49 Danny track to confirm you are sending the right time
#50 Danny
#51 Corey A good sending cadence helps ISPs recognize you as a good sender Don’t fatigue your list! Instead of sending alert notifications - abridge/combine email into daily or weekly dose Email preference center - don’t opt people into the most frequent
#52 Corey
#53 Danny Danny will present this slide
#54 Danny will ask questions to Corey

Editor's Notes

#2 Danny will intro
#3 Danny will cover the housekeeping items
#4 Danny will do SendGrid overview
#5 Danny will do SendGrid overview
#6 Danny will introduce the speakers, let Corey introduce himself
#7 Danny will ask the poll question
#8 Danny
#9 Danny
#10 Corey
#11 Corey What do I mean by wanted mail? Transactional mail is mission critical to the success of many companies Users who expect to be able to reset their password promptly, expect an alert when there is something wrong with their account, or anticipate confirmation of a purchase are not going to be happy if their mail is not delivered.
#12 Danny - Don’t get me wrong, I’m a marketer, so I definitely know that transactional emails are not the only kind of emails that are wanted. - Us marketers want email because it is consistently the most cost effective marketing channel - It works! But it’s not easy, and all that time all the marketers in the audience are spending segmenting lists, and crafting perfect marketing copy, a/b testing subject lines, and sweating over the exact right time of day to blast an email, will be wasted if that message never hits the inbox. - Marketing mail ISN’T just wanted for marketers as well. Recipients sign up to receive communications from companies because they are interested in their services/products. Marketing email and SPAM are not the same thing - although it can be very easy for marketers to cross the line.
#13 Danny -Corey will go into further detail with is, but he will show you that it is MUCH easier to get on top of deliverability early. While it’s not impossible to correct course if you find yourself with deliverability problems, it is much easier to prevent than fix.
#14 Danny Email growing rapidly Despite all the speculation that social was going to kill email, the world is more dependent on email than ever.
#15 Corey I’m going to give you a quick rundown of the challenges of sending email at scale. I say it’s quick because, well… obviously it’s super easy.
#16 Corey Each domain has their own rules and restrictions Messages per minute Messages per connection Message size limits Number of re-trys
#17 Corey Further Each domain has their own response codes and different interpretations
#18 Corey Also there are about 45 reputable blacklist providers out there that are utilized by the numerous domains to assist in in providing assurance to their recipients.
#19 Corey And… Enterprises employ spam filters which further restrict email deliverability For instance, as per the most recent Return path study delivers only 23% of email to the inbox
#20 Corey And… Enterprises employ spam filters which further restrict email deliverability For instance, as per the most recent Return path study Postini, the most widely use spam filter, delivers only 23% of email to the inbox
#21 Danny
#22 Danny Mention that this only applicable to US - recommend everyone to apply it
#23 Danny & Corey
#24 Danny What do ISPs want? They want to give their customers the best experience (as little SPAM as possible). Customers won’t blame the ISP for blocking the mail they actually want - they will blame YOU! Learn to think like an ISP so you can get your mail delivered. - Most important, they want to know WHO YOU ARE!
#25 Danny
#26 Corey
#27 Corey
#28 Corey
#29 Corey
#30 Corey
#31 Danny
#32 Corey Spam traps #1 cause Spam filtering - Cloudmark not a blacklist but use them to block - analyze to see if they feel it’s spam or not.
#33 Corey Find out why you are on the blacklist. Maybe your account has been compromised, maybe you sent to a spam trap. document the types of messages coming back from the feedback loops verify reach out to the blacklist
#34 Danny
#35 Danny the style in which your emails are presented can also be very important for maintaining a good relationship with customers. whether including recognizable logos or optimizing for the quick reader-scan, you should always considering how you present your content - this can make a huge impact on the overall performance of your transactional emails.
#36 Danny in this context, some bad habits to avoid are:
#37 Danny some good habits to follow: -personality - personalization - Use personal name, prove that you know who they are.
#38 Danny Who are you sending to? Where does your list come from?
#39 Danny
#40 Danny
#41 Corey
#42 Corey
#43 Corey
#44 Corey
#45 Corey Confirmed Opt-In Re-engagement campaigns We DO NOT recommend list verification services Keep track of your engagement/metrics
#46 Corey
#47 Corey
#48 Danny
#49 Danny track to confirm you are sending the right time
#50 Danny
#51 Corey A good sending cadence helps ISPs recognize you as a good sender Don’t fatigue your list! Instead of sending alert notifications - abridge/combine email into daily or weekly dose Email preference center - don’t opt people into the most frequent
#52 Corey
#53 Danny Danny will present this slide
#54 Danny will ask questions to Corey

Ask an Expert! Getting Started with Email Deliverability

Ask an Expert! Getting Started with Email Deliverability

Editor's Notes

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