Marketing 201. How a SPAM Filter Works. Craig Stouffer Pinpointe On-Demand cstouffer@pinpointe.com (408) x125
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1 Marketing 201 How a SPAM Filter Works Craig Stouffer Pinpointe On-Demand cstouffer@pinpointe.com (408) x125 Mark Feldman NetProspexVP Marketing mfeldman@netprospex.com (781) blog.netprospex.com Page 1
2 Like the Content? Please Share! Our webinars are free so please share! Tweet Share our blogs: blog.pinpointe.com blog.netprospex.com Slides, recording at: pinpointe.com/resources Page 4
3 Pinpointe Expertise The Most Feature Rich Marketing Service Enterprise version: users, high volume Behavioral Targeting Improves Results 35%+ Constant Contact on steroids! Pinpointe customer Page 5
4 What Sets NetProspex Apart? Augment Data 21 million decision makers User-generated contacts Verified + guaranteed Hard-bounce replacement All job titles & industries Thousands of new contacts per month Title, address, direct dial, social media, URL Buy or trade hello@netprospex.com Page 6
5 Agenda Overview: Delivery Architecture What Affects Delivery? Reputation Authentication / Authorization Sending Technology Content Page 7
6 Delivery Architecture ESP Servers Firewall Server Sender Check other SPAM Filters 3 3b SPAM Databases, Other Blacklists 4 DNS 5 feedback Other Recipients (feedback) Bet you thought is was simple! Page 9
7 Create / Send (Using an ESP) 1 ESP Servers 2 Tip: MTA means Mail Transfer Agent a fancy name for an server (typically outbound) Sender Create w/ external HTML editor or online editor Best results: create multi-part version (Text + HTML) Run spam checker (Pinpointe feature) Use Pinpointe previewer to preview in various clients (Outlook 03, Outlook 07, Yahoo, etc) Schedule / send away! merge occurs s sent from ESP mail servers Page 10
8 Received by Firewall b received by recipient s corporate spam filter Spam filter ( firewall) checks: Reputation of sending server(s) Sending mail server settings Authentication (Are you who you say you are?) Checks Authorization Content filter / spam score (Spamassassin) If all tests pass > next step (YEAH!) Page 11
9 Importance of Reputation ReturnPath claims >70% of decision to forward is based on reputation SPAM filters are networked Accumulate history of senders Accurate view of reputation over time Share reputation info to other filters Real-time! Page 12
10 Networked SPAM Filter Checks Aggregated reputation information server IP history/reputation Is sender on global white-list? Blacklisted URLs? Domain? IPs? Any SPAM honeypot hits? SPAM complaint rates? (<1:1000) Bounce / delivery rates against domain? Do reverse DNS entries match? How long has domain been registered? When does domain expire? If PASS -> Forward to local inbox (YEAH!) 4 3 3b Page 13
11 Local SPAM Filter / Inbox (Finally!) Local Inbox Filter Applies local / personal settings Is sender locally white-listed? 4 3b In address book? Is sender /sending domain locally blacklisted? 6 Have I marked previous s from sender as SPAM?/not SPAM? Often runs a local content filter with local settings If you pass all this You ve made it to the in inbox! Page 14
12 Delivery: Infrastructure What is required by ESP servers? Proper IP address configuration DNS / Reverse DNS settings are correct Properly formed envelope header From/Reply-to Rate limiting - match receiving domain s limits IP classes of service / possibly dedicated IPs Errors cause s to be filtered Spammers don t do these right! Page 15
13 What is Authorization? Are the sending servers authorized to send on behalf of your domain? Protects against servers being hijacked or spoofed for phishing attacks, scams etc Two standards: Sender ID (Microsoft) and Sender Policy Framework ( SPF ) Different standards but use compatible format Page 16
14 Authorization What SPF Does SPF is an open standard SenderID is championed by Microsoft (msn, hotmail) Verifies servers sending are authorized to send on behalf of the domain How? Domain admin publishes SPF record in top-leveldomain DNS record DNS TXT Entry lists servers authorized to send For more information: old.openspf.org Page 17
15 SPF Authorization: Sender transmits Receiver's mail server receives . Server checks which domain claims to have sent the message Receiver checks if sender has permission to send for designated domain (via DNS) If PASS -> Allow Page 18
16 Authorization SPF Example Domain = mycompany.com, registered w/godaddy.com Your ESP is Pinpointe (pinpointe.com) Go to old.openspf.org/wizard SPF tool Page 19
17 Authentication: Are you who you say you are? Protects against server hijacking/spoofing for phishing attacks, scams etc Crypto solutions: Domain Keys (DK) DKIM ( Requires storage of public/private keys Public key -> DNS record (like SPF) Private key -> sending servers Highly desired by some domains today Page 21 Page 21
18 Authentication/Authorization: Impact What is the impact of not doing these today? No absolute answer many variables Imperially 5% ~ 15% impact Enterprises implementing NOW Non-compliant systems will see dramatic falloff in delivery Best to be prepared with an ESP that can help Page 22 Page 22
19 Delivery: Content Filtering Covered in Marketing 101 Webinar: Analyzes content for spammy phrases Often based on spamassassin engine Examples and tips covered in previous webinar Link to spamassassintests: Tip: Always use your ESP s online SPAM checker Page 23 Page 23
20 Summary delivery is more than just content filtering If you understand delivery, you will: Design better / more efficient s Select vendors more intelligently Improve delivery / response rates / ROI Resources- Page 24
21 Contact Information Goto Use coupon code: PPTNPW100 for 1 FREE month Join us for future webinars For questions, or to request a trial account, please contact: Craig Stouffer Pinpointe ( Marketing) cstouffer@pinpointe.com (408) x Mark Feldman NetProspex mfeldman@netprospex.com (781) blog.netprospex.com Page 28 28
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