Deliverability Best Practices by Tamara Gielen
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1 Deliverability Best Practices by Tamara Gielen
2 Hello, my name is Tamara Gielen Blogger Community manager Speaker Independent consultant Trainer Based in Belgium 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed
3 Some of the brands I ve worked with: 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed tamara@tamaragielen.com
4 Some facts
5 5
6 6
7 7
8 Over 90% of all traffic is spam ISPs are focused on keeping their users happy by blocking messages their users don t want They can t do this manually! 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed tamara@tamaragielen.com 8
9 Factors that influence deliverability
10 Typical ISP process 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed
11 Behavioral factors in deliverability Content Words Bad html code Low text-to-image ratio Not sending in MIME blog.wordtothewise.com/ 2010/09/content-basedfiltering/ Poor database hygiene Hard bounces & unsubscribes are not removed Old lists Too many spam complaints Bad opt-in practices Irrelevant messages Too high frequency Bad sender/domain reputation 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed 11
12 Technical factors in deliverability IP address or domain is blacklisted Bad server configuration Sending speed, throttling, mx connections No SPF & Sender ID record DKIM & DomainKeys are not implemented 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed 12
13
14 What s new?
15 Gmail introduces Priority Inbox 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed
16 Hotmail sorts your inbox as well 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed
17 Hotmail helps you get rid of unwanted in bulk 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed
18 Microsoft will determine inbox delivery based on According to Return Path, Microsoft will soon start using engagement metrics to determine whether it delivers a message into your inbox or junk folder on an individual basis: Message read, then deleted Message deleted without reading Message answered Frequency of receiving and reading messages from a certain sender 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed tamara@tamaragielen.com
19 Common myths about deliverability
20 v
21
22 Identifying deliverability issues
23 Delivery Rate Inbox Delivery Rate
24 Source of most deliverability issues User complaints Unknown users Spam trap addresses Sending infrastructure Sending consistency (volume & frequency) Content and headers 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed 24
25 How to identify a deliverability issue? Signs of trouble Falling open & click rates (overall + per ISP) Spikes in bounce rates (overall + per ISP) Monitor delivery logs Sign up to feedback loops Set up dedicated accounts at major ISPs Yahoo!, AOL, Gmail, and Hotmail and add those accounts to every mailing 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed tamara@tamaragielen.com 25
26 How to solve deliverability issues? Improve opt-in/opt-out practices Improve list hygiene Improve contact strategy Improve infrastructure / ESP Improve reputation Improve authentication Do this BEFORE you contact the ISP! 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed tamara@tamaragielen.com 26
27 Some great resources
28 Reputation Monitoring Sites Source: blog.wordtothewise.com Sender Score Sender Base AOL reputation Reports the reputation of IPs as determined by AOL. RoadRunner blocks Reports if a particular IP address is currently being blocked from sending mail to Road Runner. Spamhaus blocks Reports if an IP is currently listed on any of the Spamhaus lists. Sendmail Reputation ip_reputation/ Reports reputation of an IP address as measured by Sendmail. Trusted Source Commtouch Barracuda Central SNDS Will show IP addresses that are currently blocked by Microsoft Tamara Gielen BVBA all rights reserved duplication is not allowed tamara@tamaragielen.com
29 resources.mailchimp.com/ guides 2010 Tamara Gielen BVBA all rights reserved duplication is not allowed
30 Blog by deliverability experts Laura & Steve Atkins
31 Blog by deliverability expert Al Iverson
32 Some great advice and tutorials from a bunch of well-know deliverability experts
33 I read so you don t have to - a selection of the best marketing articles on the web
34 More than members, lively discussion board, regular webinars, lots of resources
35 Learn more about deliverability If your s don t make it to the inbox, you can test and optimize all you want, it won t matter Request a copy of this deliverability white paper: Tamara Gielen BVBA all rights reserved duplication is not allowed tamara@tamaragielen.com
36 Questions? Tamara Gielen Marketing Consultant, Speaker & Trainer
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