server reputation managment by reputy
DESCRIPTION
Server Reputation Managment in de praktijkTRANSCRIPT
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© 2008-Reputy Europe 1
Server Reputation ManagementServer Reputation Management in de praktijk
27 Mei 2008
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© 2008-Reputy Europe 2
Wie ben ik?
• Kim Verkooij• Deliverability Specialist voor Reputy Europe• Reputy = Delivery Service Provider • Diensten Reputy: Deliverabilty Services (op afstand)
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Agenda
• E-mail afleveren, hoe en wat• Wat is Server Reputation Management?• SRM in de praktijk• Reputation Cycle Model• Voorbeeld• Aanbevelingen
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E-mail afleveren
• Waar komt uw e-mail aan?– Inbox– Junk folder– Blackhole– Bounce
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• Hoe komt uw e-mail aan?
E-mail afleveren
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E-mail afleveren
• Wanneer komt uw e-mail aan?
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E-mail afleveren
• Waarom komt uw e-mail niet aan?
SMTP; 451 4.4.1 Timeout connecting to mx00.t-online.de [Rd96cc030 2816 Thu, 27 Mar 2008 20:35:12 +0100 (MET)]
smtp; 5.1.0 - Unknown address error 550-'<*****@tomtom.com>: Recipient address rejected: No such user (******@tomtom.com)' (delivery attempts: 0)
550 5.1.1 <****@*****>: Recipient address rejected: User unknown in local recipient table
451-82.201.127.7 is not yet authorized to deliver mail from 451 <******@******.nl> to <******@*****.com>. Please try later. (after rcpt to)(Retry [0] invoked)
552 <*******@orange.nl>: Recipient address rejected: 5.2.2 Over quota (after rcpt to)
550 sorry, no mailbox here by that name. (#5.7.17) (after rcpt to)
450 4.7.1 <****@delissen.nu>: Recipient address rejected: Greylisting in action, please try later (after rcpt to)(Retry [0] invoked)
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© 2008-Reputy Europe 8
Server Reputation Management
• Maatregel om verzenders te onderscheiden van Spammers
• Niet de e-mail wordt beoordeeld, maar U als verzender• Reputation is de grootste factor waardoor e-mail wordt
geweigerd• Reputation is alomvattend• Server Reputation Management is
zeer specialistisch
Bron: ReturnPath
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Server Reputation Management
• Niet alleen Technical Issue maar ook Business issue
• Server Reputation Management is een bedrijfsvraagstuk geworden• Goede Reputation =>Beter delivery percentage
=> meer bereik => betere conversie • Schonere lijst = Betere conversie
Jaarlijks volume 10 000 000 Click Rate 1,50%Conversion Rate 3,00%Gem. Verkoopbedrag 200,- inkomsten per mail 0,09Elke 1% aflevering is jaarlijks 9000,-
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Hoe pak je het aan?
• Inregelen van processen en technieken– Bouncers verwerken– Throttling tunen
• Leren en optimaliseren
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Reputatie Cyclus
© 2008 Reputy Europe
User Base
E-mailE-mail Server
Send Process
Receiver
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• List Hygiene• Opt-out• Spam Traps• Feedback Loops• Bounce Management
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Laag E-mail
• Content• Header• Text/Html• Broken Links• Web Reputation• Relevancy
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Laag Server
• Security• Traceability• Accreditation• Transparency• Authentication• Black/white listing• Transaction/Commercial
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• Volume• Throttling• Grey listing• Time windows• ISP policies• Statistics
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Laag Receiver
• Opt-in procedure• Unsubscribe procedure• Personal whitelist/blacklist• User expectation • Relevancy• Permission
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Voorbeeld
• Grote internationale retailer• 500.000 abonnees voor de nieuwsbrief• Abonnees over de hele wereld• Voor monitoring 67% delivery• Tijdens monitoring 97% delivery !• Voordeel van 150.000 abonnees meer bereik (p.w.)• Al na 7 weken delivery op gewenst niveau
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Resultaat
Aol.com
Wanadoo.fr
T-online.de
Dalend aantal bouncers
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Samenvatting
• Server Reputation Management behoeft structurele aandacht
• Omvat alle elementen• Kennis intensief en dynamisch• Resultaat meer bereik, clicks en conversie!
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Wat kunt u morgen doen
TIP 1: Zorgen dat uw lijst correcte e-mail adressen bevat– Overweeg een dubbel optin beleid– Verwerken van bouncers
TIP 2: Benoem iemand die verantwoordelijk is voor Server Reputation Management
TIP 3: Kennis opbouwen over Server Reputation Management
- Throttling whitepaper ( www.reputy.nl )
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Heeft U een probleem?
• Meten = Weten• Doe de Reputy Reputation Test op www.reputy.nl
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Vragen?