PowerPoint Presentation

Deliverability and Privacy EssentialsWhat Eloquans Need To KnowChris ArrendaleInbox Pros

What is Deliverability?Delivered is the way to measure that the email was accepted by the recipients mail server.Deliverability is getting to the inbox and measuring the open/click statistics.Getting your email into your subscribers inbox is the only way to get opens, clicks, and conversions!Deliverability is constantly changing and evolving.

Email Filtering Inferno

Email Filtering

BouncesHard bouncesOccurs when the email server rejects the email due to permanent conditions.Examples include a bad mailbox, bad domain.Soft bouncesOccurs when the email server rejects the email due to a temporary condition.Examples include a mailbox full, temporary ISP block.Bounce rates affect your reputation.If youre bounce rates are too high, the ISP may think you are trying to spam them and may block your domain or IP address.There is no magic number that can get you blocked/bulked.

Complaints

Spam TrapsSpam Traps are real email addresses that dont bounce.Often ISPs will take over abandoned email addresses and turn those into spam traps.Set up and monitored by blacklists.How do you minimize the risk of hitting a spam trap on your list? First, use explicit opt-in methods (unchecked boxes) when you capture names. To be doubly sure use double opt-in, where the subscriber has to confirm their address before they are actually added to your list. Second, scrub your list regularly.

List Management

Shared versus Dedicated IP

Authentication Your Passport to the NetworkIP and domain authentication are very important when sending B2B emails. SPFIP AuthenticationDNS TXT record update supplied by your MAP or ESP.DKIMDomain AuthenticationDNS TXT record update supplied by your MAP or ESP.

DMARCDMARC- (Domain-based Message Authentication, Reporting and Conformance) is an email validation system designed to detect and preventemail spoofingDMARC is built on top of two existing mechanisms:Sender Policy Framework(SPF) andDomainKeys Identified Mail(DKIM)

Authentication Your Passport to the Network

DMARC

Gmail Postmaster Tools

Microsoft (Hotmail, Outlook, MSN, Live) SNDSThe 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.

B2B Filtering Example

Sending VolumesSending volumes to smaller domains is key to getting delivered.Major ISPs publish rate limits and connection settings.B2B and smaller B2C domains do not publish these settings.Key is to send smaller volumes to not flood the recipients mail server.Get whitelisted, if possible.Communicate this with your subscribers!

Keyword Performance

Signals

5 TakeawaysOver 20% of marketing emails never make it to a subscribers inbox47% of subscribers use the "spam" button to unsubscribe77% of marketers experience emails being diverted to the spam folderNearly 49% of email recipients have email accounts for messages they rarely intend to openMany URL shorteners are on blacklists. Dont use them!

Bounce Log Checks - Highlightssmtp;550 5.2.3 RESOLVER.RST.RecipSizeLimit; message too large for this recipient

Blocked Using Spam Pattern, Your Message May Contain The Spam Contents

[internal] No valid hosts (too many connection failures)

smtp; 421 4.4.0 [internal] no MXs for this domain could be reached at this time

Questions?Thank you!