how to improve your email sender reputation
DESCRIPTION
Join Dyn email expert Mike Veilleux as he explains how companies of all sizes can improve their email sending reputation, getting more email to the inbox as a result.TRANSCRIPT
Managing Your Email Sender ReputationFebruary 19, 2014
Mike VeilleuxProduct Director, Message Management
@MikeVeilleuxManaging Your Email Sender Reputation
Your Presenter
Mike Veilleux @MikeVeilleux
@MikeVeilleuxReputation Management (Webinar)
/ Managing Your Email Sender Reputation
Why are we here?
@MikeVeilleuxManaging Your Email Sender Reputation
“For each delivered email
message, 4 are marked as
spam.”
/ Managing Your Email Sender Reputation
@MikeVeilleuxManaging Your Email Sender Reputation
“Only 78% of permission based
mail makes it to a user’s
inbox.”
/ Managing Your Email Sender Reputation
@MikeVeilleuxManaging Your Email Sender Reputation
How did we get here?
@MikeVeilleuxManaging Your Email Sender Reputation
Evolution of Deliverability
@MikeVeilleuxManaging Your Email Sender Reputation
1. Identify the issue Monitoring Delivery
2. Understand context Engagement & 3rd Party Ratings
3. Corrective action Receiver Network
Remediation
4. Continuously protect Brand Reputation and Security
What is Reputation Management?
@MikeVeilleuxManaging Your Email Sender Reputation
1. Identify the issue
Monitoring Delivery
@MikeVeilleuxManaging Your Email Sender Reputation
Various Sending Platforms
Marketing Automation Company
Triggers / WorkflowsLead Management
Email Service Provider
List ManagementTemplate ManagementAnalytics
Application Email
ReportingSpeedDeliverabilityReputation
Sender
Email Delivery ISPs / Mailbox Providers
Email Delivery
@MikeVeilleuxReputation Management (Webinar)
• IP and domain reputation• Delivery configuration & sending limits• SMTP error messages
Delivery Reputation Impacts
/ Email Delivery
ResultDeferrals or bounces
due to blocks
@MikeVeilleuxManaging Your Email Sender Reputation
Once Delivered, Seed Testing
Benefits
• Insight into inbox
%
• ISP specific
/ Inbox Testing
@MikeVeilleuxManaging Your Email Sender Reputation
2. Understand context
Engagement & 3rd Party
Ratings
@MikeVeilleuxManaging Your Email Sender Reputation
Why Engagement?Positive Engagement: Opens, Clicks, Reads
Negative Engagement: Delete, Complain
Engagement is an indicator, not direct threshold
Mailbox providers profile their user base & senders
Holistic email marketing is the only solution
/ Understanding Context
@MikeVeilleuxManaging Your Email Sender Reputation
Reputation
SenderScore
SenderBase
SNDS
(Live.com)
Blacklist
Spamhaus
SpamCop
SORBS
SURBL
Common Reputation Platforms
/ Reputation Platforms
@MikeVeilleuxManaging Your Email Sender Reputation
Determining a Solution
Does the issue match context?
Recent changes?
Trust 3rd Party Systems
Try to solve on your own
/ Try to Solve any Issue
@MikeVeilleuxManaging Your Email Sender Reputation
3. Corrective Action
Receiver Network
Remediation
@MikeVeilleuxManaging Your Email Sender Reputation
Reputation Remediation
Identify the Issue• Bounce Codes• Deferral Messages• Inbox Placement
Understand the Context• Engagement• 3rd Party Reputation• Recent Changes
When to reach out for help• Severity• Ensuring accurate
context
@MikeVeilleuxManaging Your Email Sender Reputation
Remediation Guidelines Read Postmaster Pages
Ensure compliance with stated
guidelines
Gather all relevant information:– Sending IPs– From address– Content summary– Issue summary (Keep this short!)– What you’ve done to resolve
Be patient!
/ Receiver Network Remediation
@MikeVeilleuxManaging Your Email Sender Reputation
4. Continuously Protect
Brand Reputation and Security
@MikeVeilleuxManaging Your Email Sender Reputation
Why Email Protection?
156 million phishing emails per day
16 million get through spam filters
8 million are opened
800k are clicked
80,000 people fall victim each day
One Test Found…• 89% Confident• 92% Failed• 50% Misclassified & Deleted
/ Protecting your Brand
@MikeVeilleuxManaging Your Email Sender Reputation
• Q3 2013, $1.66 billion
lost
• Growing 30% / month
• Estimated $1.4m per
attack
$$$ Big Money $$$
• Payment Services
• Financial
• Retail
• Government / Education
• Auctions
• Social Networks
• Gaming
• Classified
Most Targeted
@MikeVeilleuxManaging Your Email Sender Reputation
How To Authenticate?
Marketing Transactional Interpersonal
PhishingSpoofing Botnets
/ Protecting your Brand
@MikeVeilleuxManaging Your Email Sender Reputation
Sender Policy Framework (SPF)
Preventing spam by detecting spoofing
Authenticates sending IP address
Based off DNS TXT record
"v=spf1 ip4:216.146.45.0/24 include:_spf.google.com include:spf.dynect.net include:support.zendesk.com
~all"
/ Protecting your Brand
@MikeVeilleuxManaging Your Email Sender Reputation
DomainKeys Identified Mail (DKIM)Uses Public / Private key to authenticate
Public key provided in DNS TXT records
Private key hashed with message and inserted in headers
Validate the sending server or software
Sending
Receiving
Public Key
/ Protecting your Brand
@MikeVeilleuxManaging Your Email Sender Reputation
DMARCDomain-based Message Authentication, Reporting and Conformance
Provides ISPs direction on what to do with mail
Used to reduce (and possibly stop!) phishing
Utilizes SPF and/or DKIM
ISPs provide reports on emails sent on your domain
"v=DMARC1; p=reject; rua=mailto:[email protected]; ruf=mailto:[email protected]; pct=100”
/ Protecting your Brand
@MikeVeilleuxManaging Your Email Sender Reputation
Q & A
Mike Veilleux, Dyn
Dyn.com | @Dyn | @MikeVeilleux
Summary:
Identify Issues - Monitor
Bounces, Deferrals and Inbox
Placement
Understand Context –
Engagement and 3rd Party
Reputation systems
Perform Receiver Network
Remediation when needed
Implement Brand Protection
and Security with DMARC
/ Managing Your Email Sender Reputation