2. Thursday October 10th, 2:45 – 3:35 p.m.
Overcoming the Barriers
to Deliverability
Mohammed Ahmed
Senior Manager, Deliverability Services, BlueHornet
Chuck Davis
President of Sales, BriteVerify
Craig Swerdloff
CEO, LeadSpend
3. What is Deliverability …
at its core, it is about reaching the inbox, navigating a
challenging landscape of traps, filters and obstacles.
TODAY’S AGENDA
• Authentication
• Gmail Tabs
• Yahoo Retiring Addresses
& Reactivation
• Invalid Reduction
• Bounce Reduction
• Double Opt-In
• Email Address Verification
Services
• Winback Campaigns
(Strategy Blueprint)
4. Authentication
Because of the way email was originally built,
it's tough to prove if an email is actually coming
from the person who claims to be sending it.
That is why ISP’s set higher thresholds for IPs
that are authenticating.
5. Types of Authentication
DKIM
SPF
DMARC
• Used by major ISPs:
Yahoo, Gmail, AOL and others.
• Can be set up on your sending
domain name.
• ISP have higher thresholds for
volume, complaints if it has DKIM
signature on the sending domain.
• DKIM is an upgraded version of
Domain Keys started by Yahoo.
6. Types of Authentication
DKIM
SPF
DMARC
• SPF is another way of authenticating
your domain. It is widely used by AOL
but other ISPs are also filtering mail
based on SPF record.
• SPF is used to stop “From Domain”
spoofing.
• Sender ID was initially used by
Microsoft but later on they moved to
SPF also.
7. Types of Authentication
DKIM
SPF
DMARC
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Standardizes how email receivers perform email
authentication
Based on rule set, receiver’s email server filters your
mail
Allows a sender to indicate that their emails are
protected by SPF and/or DKIM, and tells a receiver
what to do if neither of those authentication
methods passes - such as junk or reject the message
Provides a way for the email receiver to report back
to the sender about messages that pass and/or fail
DMARC evaluation. This will help if someone else
spoofing your domain name
You have to create an entry in DNS zone file of how
receiving server should handle any issues below
Determine the domain owner's preference (report,
quarantine or reject) for messages that do not pass
authentication checks
8. Gmail Tabs
• No major decline in open and clicks
• Motivating a customer to move an email from
Promotion to Primary tab is good for reputation
• A better “reputation” will land your mail in the
Primary Tab
9. Yahoo Retiring Addresses
• Any email address that has no activity and no
logins from past 12 months will be retired
• Stop mailing Yahoo! users that have no
activity within the past 12 months
• Any ISP can convert a non-active email
address to a spam trap.
10. Yahoo Reactivated Addresses
• Without activity within the past 12 months, emails
will be released and reassigned
• All Yahoo domains are going to be affected with the
retirement and reactivation. Exceptions: yahoo
hosted domains like att.net, rogers.com, etc.
11. Yahoo Reactivated Addresses
We recommend:
• Suppress inactive addresses before Yahoo!
begins the recycling process
• Remove users that have no activity in the last
12 months
12. Reducing Bounce Rates
Invalid email address are one of the many
causes of blocks at most major ISPs.
• Double opt-in
• Engaged user targeting
• Email address verification services
13. Double opt-in
Double opt-in (or confirmed opt-in)
• Ensure invalid addresses are not being added
to your list
• Helps to ensure an engaged and loyal
audience
14. Double opt-in Benefits
• Higher open rates
• Higher click through rates
• Lower bounces and
invalids
• Lower unsubscribe rate
15. Email Address Verification Services
• Clean up invalid addresses
• Uncover known typo domain names like
gmai.com or yah00.com etc
• Verify addresses are valid
