This document discusses email deliverability and rendering. It covers getting emails past spam filters and into recipients' inboxes, enhancing deliverability through proper sending infrastructure, authentication, reputation management, and email content and design. Rendering varies by email client, so images, links, and other elements may appear differently. Testing across multiple email clients is important.

1. emailmarketing
Deliverability & Rendering
Deliverability & Rendering
Béate Vervaecke | e-Zen
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2. DELIVERABILITY
What?
Getting into the inbox
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3. DELIVERABILITY
Send Emails
Spam filters Sent Bounced and
feedbackloop
1 Internet Service Providers
Absorbed
Spam complaint
or whitelist
SPAM folder
2 Email client
Inbox
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4. SPAM FILTERS – results
Bounced
Absorbed
In SPAM folder
or in inbox with SPAM in subject
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5. SPAM FILTERS – results
False positives
 Europe: 7%
 USA: 9%
Source: Lyris ISP Deliverability Report Card Q1 2007
Gmail (28%)
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6. SPAM FILTERS – results
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7. Enhance deliverability
1. Sending infrastructure
2. Check Blacklists
3. Authenticate
4. Reputation
5. HMTL of email
6. Content of email
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8. Sending Infrastructure
Reversed DNS?
MX records consistent - RFC 1035 en RFC 2181?
SMTP helo command?
Existing domain name
Statical IP-adres
…
 http://www.postcastserver.com/help/DNS_Lookups.aspx
 checks available www.senderscore.org and http://emailstuff.org/
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9. Check blacklists
• www.dnsstuff.com
• www.spamhaus.com
• http://emailstuff.org/
• http://www.senderbase.org/
• http://www.kloth.net/services/dnsbl.php
• http://openrbl.org/
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10. Authenticate
http://www.clickz.com/showPage.html?page=3623869
SPF Sender Policy Framework
http://www.clickz.com/showPage.html?page=3465711
http://www.openspf.org/SPF_vs_Sender_ID
Sender ID (Microsoft)
http://www.clickz.com/showPage.html?page=3482506
DomainKey - DKIM (DK Identified Mailer - Yahoo)
http://www.clickz.com/showPage.html?page=3485571
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11. Reputation
http://www.clickz.com/showPage.html?page=3624010
Volume / frequency
IP - stability
Keep sending to bounces
SPAM traps?
SPAM complaints?
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12. Reputation
Opt-in’s
Unsubscribes and spamcomplaints
Bounces
Feedback loops
 https://postmaster.live.com/SNDS/index.aspx
Check blacklists and react
Certification (US)
 Habeas, Sender Score Certified, Goodmail, …
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13. HTML of email
Crapy coding
No ‘text only’ mail
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14. Content of email
Words (From, Subject, Body)
Balance images / txt
Dangerous attachments?
Links to websites with bad reputation
Too many capitals, fonts, corps, …
Check:
 http://www.emailgarage.com/html/spamcheck.asp
 Lyris content checker (fee)
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15. DELIVERABILITY
Send Emails
Spam filters Sent Bounced and
feedbackloop
1 Internet Service Providers
Absorbed
Spamcomplaint
or whitelist
SPAM folder
2 Email client
Inbox
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16. Local spam filters
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17. Local spam filters
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18. RENDERING
Lay-out email is constant
≠ html email
Html website
 Webmails
• Strips everything outside the bodytag
 Lotus Notes
 Outlook 2007 (uses Word Engine)
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19. RENDERING
IAB Cookbook
 http://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdf
 http://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf
Mobile
 http://www.theemailwars.com/archives/2007/03/day_three_sherpa_email_summit_mobile_and_email.php
http://www.templatekit.com/lotusnotes1.php
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20. RENDERING
Tricky:
 Unsubscribe disappears
 Corps and font different
 No background colour
 Buttons, bullets, …
 Links not underlined
TEST
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21. RENDERING
Day pass for 5 tests:
http://www.sitevista.com/email.asp
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22. Spot the difference!
Outlook Windows Live
Left alignment Right alignment
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23. Spot the difference!
Outlook Windows Live Hotmail
Link: no underlining Underlined link
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24. Spot the difference!
Outlook 2003 Outlook 2007
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25. Spot the difference!
Lotus Notes Outlook 2003
Dynamic width Fixed width
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26. Rendering IMAGES
Default blocking
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27. Rendering IMAGES
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28. Rendering IMAGES
off
off
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29. Rendering IMAGES
According age
Bron: Marketingsherpa E-mailmarketing Summit
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30. Rendering IMAGES
1 / 4 doesn’t realise how it works
Take in mind the Little Red Crosses!
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31. Rendering IMAGES
Gray squares (Windows Live Hotmail)
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32. © e-Zen
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33. Rendering IMAGES
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34. Rendering IMAGES
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35. Rendering IMAGES
Reading Pane!
No alt tags
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37. © e-Zen
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39. © e-Zen
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40. Rendering IMAGES
Red rectangle
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41. Rendering IMAGES
Image in email
35 Kb
Hotmail: grey
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42. Some sources
www.marketingsherpa.com free email - interesting cases
www.eroi.com US e-mail providers -
www.exacttarget.com whitepapers
www.silverpop.com
www.campaignmonitor.com
www.emaillabs.com
www.b2bemailmarketing.com Blogs
www.email-marketing-
reports.com
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43. Some sources
www.emailstatcenter.com Statistics, benchmarks
www.emailexperience.org Email Experience Council
www.email-marketing- Overview of interesting
reports.com/iland/2007/02/to sources
p-21-email-marketing-
information.html
www.emailmarketersclub.com Forum
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44. More information?
IAB Cookbook
http://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdf
http://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf
beate@e-zen.be
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45. Thank you!
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