eTrigue - Mastering Email Deliverability

©2016 eTrigue Corporation 800.858.8500
Mastering Email Deliverability

Chris Arrendale has more than 15 years
of experience in the technology and
software industry with particular
expertise in privacy, email deliverability
and ISP relations.
Chris is CEO & Principal Deliverability
Consultant of Inbox Pros.
Chris Arrendale – Inbox Pros

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Questions are welcome
We will get to as many as possible
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Before we get started…

Are your campaign emails primarily Text or HTML?
Text
HTML
Polling Question

Where do you get your email addresses from? How do you
acquire your email addresses for your email list?
–Opt-in from Blog
- Opt-in from web site
- Trade show
- List purchases
Other
Polling Question

What is Deliverability?
Email Filtering
Bounces
Blacklists
Complaints
List Management
Spam Traps
Authentication: Your Passport to the Network
DMARC
B2B Filtering Example
Mimecast
CASL
5 Overall Deliverability Take-Aways
Agenda

“Delivered” is the way to measure that the
email was accepted by the recipient’s mail
server.
“Deliverability” is getting to the inbox and
measuring the open/click statistics.
Getting your email into your subscriber’s
inbox is the only way to get opens, clicks,
and conversions!
Deliverability is constantly changing and
evolving.
What is Deliverability?

Deliverability by Industry

Email Filtering

Hard bounces
This occurs when the email server rejects the email due
to permanent conditions.
Examples include a bad mailbox, bad domain.
Soft bounces
This occurs when the email server rejects the email due
to a temporary condition.
Examples include a mailbox full, temporary ISP block.
Bounce rates affect your reputation.
If your bounce rates are too high, the ISP may think you are
trying to spam them and may block your domain or IP
address.
There is no “magic number” that can get you
blocked/bulked.
Bounces

IP based
This occurs when the email server rejects the
email due to permanent conditions.
Examples include Spamhaus, SORBS, and
SpamCop.
Domain based
These blacklists will list any and all URLs/domains
in the email itself, including the sending domain.
Examples include Spamhaus DBL, SURBL, and
URIBL.
Blacklist listings will hurt your reputation, as well
as limit your access to recipient's networks.
Listings occur due to user complaints or spam
trap hits.
Blacklists

Complaints

List Management

“Spam Traps” are real email addresses that
don’t bounce.
Typo
Grey
Pristine
Set up and monitored by blacklists.
How do you minimize the risk of hitting a spam
trap on your list?
First, use explicit opt-in methods (unchecked
boxes) when you capture names. To be doubly
sure – use double opt-in, where the subscriber
has to confirm their address before they are
actually added to your list.
Second, scrub your list regularly.
Spam Traps

IP and Domain authentication are
very important when sending B2B
emails.
SPF
IP Authentication
DNS TXT record update supplied by
your MAP or ESP.
DKIM
Domain Authentication
DNS TXT record update supplied by
your MAP or ESP.
Required for Yahoo FBL
Authentication – Your Passport to the Network

Domain-based Message
Authentication, Reporting &
Conformance
DMARC

Successful Email Content

Subject Line Length

Subject Line Keyword Performance

4 Steps to the Inbox
First - Configure:
– Setup Authentication – SPF, DKIM & DMARC.
Second - Make Friends:
– Get signed up on all feedback loops and white lists possible – not all ISP’s and Inbox
Providers have one but research those that do and sign up!
– Research reputation.
Third - Design Campaigns:
– Make sure your Image to Text Ratio is ~30/70.
– Include an “Add to Address” Book statement.
– Brand Messages
– Include text or html unsubscribe link (not an image) – one click opt out is best.
– Include Postal Address in Footer.
Lastly - Maintain:
– Keep User Engagement High – Target recipients with relevant content and stop
sending to any that are not interested.
– Keep your abuse complaint rate below 0.3% - remove complaints immediately.
– Keep your bounce rates below 7% - remove hard bounces immediately.
– Entice and remind recipient’s to add your from address to their address book.

B2B Filtering Example - Cloudmark

Mimecast is gaining traction as a popular B2B filter for small, medium, and large domains. Below are some
details that we have gained through discussions with Mimecast:
Filtering in order of sequence for Mimecast:
RBL (most common blacklists)
Auto-Allow entries
Manual blocks by network users
Greylisting
External to external policies (added entry by network users)
Content Policy:
Phrase matching (scan subject line, headers, body, and attachments)
Action = bounce/delete the email
Each word/phrase has a different point value assigned by the network administrator
By default the Mimecast filter is set to moderate scoring. There is a "newsletter on hold" solution
implemented, for those transferring to Mimecast from Postini. This essentially means that new email
senders may see their emails get “held” initially by the Mimecast filter and later released upon
resending or the network administrator releasing any holds.
Mimecast

CASL

47% of subscribers use the "spam" button to unsubscribe
77% of marketers experience emails being diverted to the spam folder –
I believe 100% have!
Many URL shorteners are on blacklists, including bit.ly and goo.gl. Don’t
use them!
Rate limits
Many ISPs domains have connection and rate limits to their network to slow down the
amount of emails they receive.
Monitor Mailboxes
abuse@, privacy@ and postmaster@ email addresses and respond to serious inquiries.
5 Overall Takeaways

Q&A
For more information please visit www.eTrigue.com or call 1-800-858-8500
Submit questions in the lower right corner of your screen

Contact Chris at:
• info@inboxpros.com
• (678) 214-3739
http://www.inboxpros.com/
Chris Arrendale – Inbox Pros

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eTrigue - Mastering Email Deliverability

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