Deliverability 201
Jeff Dellapina Deliverability and Provisioning Manager
Please Note: IBM s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM s sole discretion. Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion. Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here. 2
Agenda World domination in the email space IP Reputation Deliverability Dashboard Transact Deliverability Reading Headers Certification Questions 3
IP Reputation 4
Reputation and Blacklist Websites We will look at the IP reputation of the 74.112.71.10 at the following websites: SenderBase/Cisco Spamhaus Proofpoint Symantec SenderScore SORBS Sophos Labs TimeWarner Roadrunner We will look to see the if the IP is on any blacklists Multirbl.valli MX Toolbox 5
SenderBase / Cisco 6
Spamhaus 7
Proofpoint 8
Symantec 9
Senderscore 10
SORBS 11
Sophos Labs 12
TimeWarner - RoadRunner 13
Multirbl.Valli 14
MXToolbox 15
Deliverability Dashboard 16
Location of the Deliverability Dashboard http://portal.silverpop.com 17
Deliverability Dashboard 18
Silverpop Internal IP scoring 19
Good Day / Bad Day Bounce Rate <5% = Green, 5-10% = Yellow, >10% Red, under 1000 messages = Grey 20
Status Alerts This view shows the various status fields. The first status is the alert status. Currently we have 2 alerts in place: Hotmail SNDS and IP Warming completed. Look for changes in the future as we add more alerts. Next up is the Whitelist status. This lists where the IP address whitelisted. Please note whitelisting does not mean inbox placement. Finally we include our blacklist status which tells you if the IP address is listed on any blacklists. 21
Please Note: IBM s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice at IBM s sole discretion. Information regarding potential future products is intended to outline our general product direction and it should not be relied on in making a purchasing decision. The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to deliver any material, code or functionality. Information about potential future products may not be incorporated into any contract. The development, release, and timing of any future features or functionality described for our products remains at our sole discretion. Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user s job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here. 22
Status Alerts This view shows the various status fields. The first status is the alert status. Currently we have 2 alerts in place: Hotmail SNDS and IP Warming completed. Look for changes in the future as we add more alerts. Next up is the Whitelist status. This lists where the IP address whitelisted. Please note whitelisting does not mean inbox placement. Finally we include our blacklist status which tells you if the IP address is currently listed on any blacklists. 23
Status Alerts This view shows the SNDS ALERT. When this alert is received that means IP address crossed a threshold of abuse rate, spamtraps In the past we created cases for each client every time this alert appeared. This saves time as well as allowing all client s employees the ability to see this alert. Scroll down to the SNDS portal to see what happened. 24
VMTA Warming Status Alerts This view shows the VMTA Warming Alert. Once a segment is completed we present this alert. Hovering over the alert mentions which domain is now completed. 25
IP Warming Status / Other Links This view shows the IP Warming Status which shows you the current max volume you can send to each of ISPs listed. This is great to know during ramping and before sending so you don t suppress addresses because you exceeded the send limit. The Other Links alert section takes you to the SenderScore website. 26
Hotmail SNDS Portal 27
Transact Deliverability 28
What is Transact? Silverpop Transact is a separate product that utilizes the Engage platform to handle high volume, highly personalized, event triggered messages SFTP, XML or SMTP Transact populates mailing Transact sends mailing 29
2 Kinds of Transact Mailings Event Based Password resets Hotel confirmation/check-in time Thank you /shipping info Time Based Abandoned forms Abandoned shopping carts Cross promotion mailings 30
Transact Suppression List Only the Silverpop Global suppression list and the email blocking list within your ORG is used against Transact mailings. Bounce management and opt-outs. Export reports 31
Transact IP Warming / Ramping Event based Transact doesn t need warming because messages are sent off individually and not in large blasts. Event based Transact s high open rate allows for greater volume into the ISP Time based Transact requires warming due to the large volume blasts Time based Transact s lower open rate may induce ISP level throttling. 32
Reading Email Headers 33
Why Read Email Headers? Reading headers tells you the path a message took to reach it s destination. DNS validation Research a spam message Investigate message validity Determine how clients/vendors/competitors send email Headers stand on their Head Read from the bottom of the header 34
Sample Email Header 35
A message gets sent Received: by mail6999.silverpop.com id h55ki419if42 for <seeitdelivered@gmail.com>; Sat, 11 Apr 2015 18:34:10 +0000 (envelope-from <bounce@bounce.silverpop.com>) Date: Sat, 11 Apr 2015 14:34:09-0400 From: dkimtest@silverpop.com Reply-To: test@silverpop.com To: seeitdelivered@gmail.com x-mid: 10693788 List-Unsubscribe: mailto:vkdcmjm_cgklaeaond_bmlddeac_bmlddeac_a@bounce.silverpop.com?subject=unsubscri be 36
Gmail performs a DNS check 37
Gmail accepts and delivers message to inbox Delivered-To: seeitdeliver@gmail.com Received: by 10.202.200.19 with SMTP id y19csp437589oif; Sat, 11 Apr 2015 11:34:11-0700 (PDT) X-Received: by 10.55.31.168 with SMTP id n40mr14549631qkh.56.1428777250827; Sat, 11 Apr 2015 11:34:10-0700 (PDT) Return-Path: <bounce@bounce.silverpop.com> 38
Extra Items Inside the Header The Mailing ID x-mid: 10693788 The Bounce Verp v-kdcmjm_cgklaeaond_bmlddeac_bmlddeac_a@bounce.silverpop.com List unsubscribe List-Unsubscribe: mailto:vkdcmjm_cgklaeaond_bmlddeac_bmlddeac_a@bounce.silverpop.com?subject=unsu bscribe Some Email clients include spam rating scores in the headers. This may aid you in determining why a message was flagged as spam. 39
Spam Scoring Inside the Headers X-Spam-Status: Yes, score=28.7 threshold=5.0 X-Spam-Report: Content Analysis details: 1.3 X_PRIORITY_HIGH Sent with 'X-Priority' set to high 2.7 SUBJ_YOUR_FAMILY Subject contains "Your Family" 0.6 TO_MALFORMED To: has a malformed address 4.1 MSGID_SPAM_ZEROES Spam tool Message-Id: (12-zeroes variant) 0.5 X_MSMAIL_PRIORITY_HIGH Sent with 'X-Msmail-Priority' set to high 1.2 HTML_IMAGE_ONLY_02 BODY: HTML: images with 0-200 bytes of words 2.0 MIME_HTML_ONLY BODY: Message only has text/html MIME parts 5.4 BAYES_99 BODY: Bayesian spam probability is 99 to 100% [score: 0.9996] 0.1 HTML_MESSAGE BODY: HTML included in message 2.2 HIDE_WIN_STATUS BODY: Javascript to hide URLs in browser 4.1 MSGID_OUTLOOK_INVALID Message-Id is fake (in Outlook Express format) 2.5 RCVD_IN_DSBL RBL: Received via a relay in list.dsbl.org [<http://dsbl.org/listing?ip=80.202.114.125>] 1.0 FORGED_OUTLOOK_TAGS Outlook can't send HTML in this format 1.0 FORGED_OUTLOOK_HTML Outlook can't send HTML message only X-Spam-Check: Enabled X-Spam-Discard: Yes X-Spam-Score: 28.7 X-Spam-Flag: Yes 40
Or Someone can read it for you 41
Or Someone can read it for you 42
Certifications 43
Silverpop Engage Certification Self Improvement Add personal value / Job Search Product Knowledge/Features Currently Free to complete at your own pace Attend a 3 day dedicated boot-camp for faster certification 44
Links 45
Reputation Websites SenderBase http://www.senderbase.org/lookup/? SenderScore https://www.senderscore.org/lookup.php? ProofPoint https://support.proofpoint.com/rbl-lookup.cgi? Sophos Labs http://www.sophos.com/en-us/threat-center/ip-lookup.aspx? Sorbs http://www.au.sorbs.net/lookup.shtml SpamHaus http://www.spamhaus.org/lookup/ Symantec http://ipremoval.sms.symantec.com/lookup/ TimeWarner RoadRunner http://postmaster.rr.com/amiblockedbyrr 46
Blacklisting Websites Multirbl.Valli http://multirbl.valli.org/lookup/ MX Toolbox http://mxtoolbox.com/blacklists.aspx?command=blacklist AppRiver IP lookup http://tools.appriver.com/rbltest.aspx AT&T IP removal http://rbl.att.net/cgi-bin/rbl/block_admin.cgi Barracuda IP lookup http://www.barracudacentral.org/lookups/lookup-reputation Barracuda IP removal http://www.barracudacentral.org/rbl/removal-request/ Cloudmark IP removal https://csi.cloudmark.com/en/reset/ JunkMail Filter IP lookup and removal http://ipadmin.junkemailfilter.com/remove.php Lashback IP lookup and IP removal http://http://blacklist.lashback.com/ Reputation Authority IP lookup https://www.watchguard.com/products/reputation-authority.asp IP removal http://www.reputationauthority.org/lookup.php SecureServer IP lookup and IP removal http://unblock.secureserver.net/ Sender Score RBL IP lookup and IP removal https://www.senderscore.org/blacklistlookup/ UCEPROTECT-NETWORK IP lookup and IP removal http://www.uceprotect.net/en/rblcheck.php 47
Reading Email Headers List of mail clients and how to display headers from Spamcop https://www.spamcop.net/fom-serve/cache/19.html Gmail link on how to read headers https://support.google.com/mail/answer/29436?hl=en Different link on how to read headers http://kb.mediatemple.net/questions/892/understanding+an+email+header MXToolbox Header reading page http://mxtoolbox.com/emailheaders.aspxs.aspx 48
Postmaster Error Pages ATT http://www.att.com/esupport/postmaster/email-errors/ Charter http://postmaster.comcast.net/smtp-error-codes.php COX http://postmaster.cox.net/confluence/display/postmaster/error+codes Frontier http://postmaster.frontier.com/error.html Free.fr http://postmaster.free.fr/index_en.html GMX http://postmaster.gmx.com/en/error-messages/ Hotmail http://mail.live.com/mail/troubleshooting.aspx#errors Mail.com http://postmaster.mail.com/en/error-messages/ Road Runner http://postmaster.rr.com/error_messages Yahoo https://help.yahoo.com/kb/postmaster/smtp-error-codessln23996.html?impressions=true 49
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Tell us what you think! Be on the lookout for a survey in the follow up email later this week. We appreciate your feedback! 51
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