Navigating the Murky Waters of Deliverability

Navigating the Murky Waters of Email Deliverability

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]

Even The Inbox Has Layers Avoid The Spam Folder

ISPs Make Decisions Inbox Rejected Not Delivered nor Rejected Spam/Junk Bulk Folders

… And They May Change Over Time Message Result 1st Inbox 2nd Inbox 3rd Spam folder 4th Spam folder 5th Spam folder 6th Rejected 7th Rejected 8th Rejected 9th Twilight Zone 10th and on Twilight Zone

The Delivery Challenge ,[object Object],[object Object],[object Object],ISPs’ #1 goal is to keep their customers happy

Causes of Deliverability Problems ,[object Object],[object Object],[object Object],[object Object],[object Object]

CAUSE: Your Content ,[object Object],[object Object],[object Object],[object Object]

Content Isn’t The Problem Watch Your Content

CAUSE: Your Configuration ,[object Object],[object Object],[object Object],[object Object],[object Object]

CAUSE: Complaints ,[object Object]

CAUSE: Undeliverables ,[object Object],[object Object]

CAUSE: Spam Traps ,[object Object],[object Object],If you send mail to a spam trap, you look like a spammer and may be treated as one!

Two Types of Spam Traps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Spam Trap Operators ,[object Object],[object Object],[object Object],[object Object]

How Many Spam Traps Are There?

Spam Traps Entire Domains @ebt1.com @mediaone.net @matthewremovemcdonald.com Specific Addresses [email_address] [email_address] [email_address] [email_address]

Keep Worrying Get Whitelisted and Stop Worrying

Your Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Your Configuration ,[object Object],[object Object],[object Object]

Your Configuration http://postmaster.aol.com/ http://postmaster.msn.com/ http://postmaster.yahoo.com

Causes of Deliverability Problems ,[object Object],[object Object],[object Object],[object Object],[object Object],Current & Historical “Reputation”

Avoid Complaints ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Avoid Undeliverables

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Avoid Spam Traps ,[object Object],[object Object],Make sure 100% of your list volunteered their email address to you!

Spam Traps are Everyone’s Problem Spam Traps are a Spammers Problem

Remember This Slide? They all operate blacklists

Blacklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How Did It Happen? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How Did It Happen? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3) Poisioned

Remember ,[object Object],[object Object]

When You Hit A Spam Trap ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Seeding ,[object Object],[object Object]

Full Deployment Observation Seeding

The Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Observing Bounces ,[object Object],[object Object]

Observing Clicks You are landing in Yahoo.com’s Bulk Folder!

Full Deployment Observation Rejected Not Delivered nor Rejected Spam/Junk Bulk Folders Spam Folder or Image Suppression Low Open Rate Spam Folder Low Click/Unsub Rate “ Twilight Zone” Low Bounce Rate Rejected High Bounce Rate Conclusion Domain Has A…

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Takeaways…

Navigating the Murky Waters of Deliverability

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Editor's Notes