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How to send emails to make both
 users and email services happy


        Sergey Martynov
       Mail.Ru Email Service
        Project Manager
6 our of 10 people in Russian
Internet use
Our users
• Your users are our users
 – And vice versa!
• Our common goal is to take care of the user
• About 60% of your letters are on Mail.ru
 – (in case you work in Russia)
About 3,000 letters per second
Technical details
• RBL/DBL – look after your IP’s reputation
• Rate limit – more haste, less speed
• DKIM – а passport for your letters
• SPF – watch your domain’s reputation
• HTML + plain text (alternative)
 – Remember about users of old mobile devices
 – Otherwise the service will generate text-version himself
The correct mailing
• Explicit agreement with subscripion
 – User put a tick in checkbox
 – Written down in user agreement
• Email address confirmation
 – Only one letter to unconfirmed address
• One-click unsubscription
 – Visible and clear unsubscribe link
 – No authentication required to unsubscribe
The correct mailing
• Recognizable sender’s brand
 – From address, subject, design, logo
• External images
 – But watch your server’s load



• Best practices for senders
  http://help.mail.ru/mail-help/rules
 – (currently in Russian only)
Solving problems
• Write to abuse@corp.mail.ru
– Please attach original message with headers and error
  codes
• Problems prevention
– Take care of user!
– Watch you reputation (IP, domains, links)
– You can notify us in case of dramatic increase of your
  sendings volume
Introducing postmaster.mail.ru
• “Visitors counter” for your messages
 – DKIM signature required
 – Simple domain verification
• Both history and current indicators
 – In real-time!
• What’s next?
 – Senders reputation
 – Feedback loop (FBL)
 – More statistics
http://postmaster.mail.ru




                            10
Open Mail Format (OMF)
Open Mail Format
• Semantic markup for letters
 – You can specify which text to choose for snippets
 – Custom image (avatar) in message list
 – Quick links (allows action even without opening)
• Easy to integrate
 – HTML-markup & microformats
• Open standard
• Already popular in Russia
OpenMailFormat.org
Your favicon in message list




• More info at http://api.mail.ru
 – (currently in Russian only)
We encourage you to
the good cooperation!
Thank you!
     Questions?
    Sergey Martynov
s.martynov@corp.mail.ru
      @martynov

                          16

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MailingConf-2011 Mail.Ru (English)

  • 1. How to send emails to make both users and email services happy Sergey Martynov Mail.Ru Email Service Project Manager
  • 2. 6 our of 10 people in Russian Internet use
  • 3. Our users • Your users are our users – And vice versa! • Our common goal is to take care of the user • About 60% of your letters are on Mail.ru – (in case you work in Russia)
  • 4. About 3,000 letters per second
  • 5. Technical details • RBL/DBL – look after your IP’s reputation • Rate limit – more haste, less speed • DKIM – а passport for your letters • SPF – watch your domain’s reputation • HTML + plain text (alternative) – Remember about users of old mobile devices – Otherwise the service will generate text-version himself
  • 6. The correct mailing • Explicit agreement with subscripion – User put a tick in checkbox – Written down in user agreement • Email address confirmation – Only one letter to unconfirmed address • One-click unsubscription – Visible and clear unsubscribe link – No authentication required to unsubscribe
  • 7. The correct mailing • Recognizable sender’s brand – From address, subject, design, logo • External images – But watch your server’s load • Best practices for senders http://help.mail.ru/mail-help/rules – (currently in Russian only)
  • 8. Solving problems • Write to abuse@corp.mail.ru – Please attach original message with headers and error codes • Problems prevention – Take care of user! – Watch you reputation (IP, domains, links) – You can notify us in case of dramatic increase of your sendings volume
  • 9. Introducing postmaster.mail.ru • “Visitors counter” for your messages – DKIM signature required – Simple domain verification • Both history and current indicators – In real-time! • What’s next? – Senders reputation – Feedback loop (FBL) – More statistics
  • 12. Open Mail Format • Semantic markup for letters – You can specify which text to choose for snippets – Custom image (avatar) in message list – Quick links (allows action even without opening) • Easy to integrate – HTML-markup & microformats • Open standard • Already popular in Russia
  • 14. Your favicon in message list • More info at http://api.mail.ru – (currently in Russian only)
  • 15. We encourage you to the good cooperation!
  • 16. Thank you! Questions? Sergey Martynov s.martynov@corp.mail.ru @martynov 16