Of all the major headaches in the world of email, maintaining your own email infrastructure may be the biggest. One wrong step could get your IPs blacklisted or leave your infrastructure vulnerable to phishing attacks. Join email experts Ken Apple and Carly Brantz on July 31st at 1:00pm EDT as they answer your toughest email infrastructure questions to help you keep your emails flowing to the inbox. This webinar will cover: •Managing IPs and IP ranges •Authenticating with DKIM, SPF, and SenderID •The truth behind whitelisting •Feedback loops and keeping complaints in check

1. Your Toughest Email Infrastructure
Questions Answered
Presenters:
Carly Brantz and Ken Apple
1

2. Carly Brantz
carly.brantz@sendgrid.com
@carlybrantz
Ken Apple
ken.apple@sendgrid.com
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3. Today’s Presentation
ReadyTalk Conference Tools Console
•View in Full Screen Mode
Questions for Ken and Carly
• Ask questions by using the CHAT function
• When the presentation begins, you will see the chat box as a
floating window to use at any time.
Follow Up
• You will get an email with a link to the recording
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4. “The higher your structure is to be, the
deeper must be it’s foundation.”
-St. Augustine
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5. Alphabet Soup:
SMTP, MTAs, and IPs
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6. SMTP
Definition:
Simple Mail Transfer Protocol - the server to server process
that your mail server or MTA uses to send email across the
internet. It is the language or protocol used by mail servers.
Your mailbox will reside on an SMTP server - this is where
new email is delivered.
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7. Are SMTP Servers Headache Free?
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8. MTA: Mail Transfer Agent
Definition:
Software that transfers electronic mail messages from
one computer to another using a client-server application
architecture. An MTA implements both the client
(sending) and the server (receiving) portions of the SMTP
(Simple Mail Transfer Protocol).
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9. What are the MTA obstacles?
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10. IP Address
Definition:
A unique number assigned to each device connected to
the internet. IP Addresses can be dynamic, meaning it
changes each time an email message is deployed, or it can
be static meaning it does not change.
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11. IP Address
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12. Managing IPs and IP Ranges
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13. Types of IP Addresses
• Shared = You share an IP address that you and other
businesses deploy mail from.
• Dedicated = Only you send email from your own, specific IP
addresses.
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14. Dangers of Shared IPs
• A few bad actors can ruin
your hard work and stellar
reputation
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15. Why would I want to share?
• Takes time
• New IP reputation is the same
as that of a poor reputation
• Not necessary if volume is low
• More weight being given to
domain reputation
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16. Warm Up
• An IP without history is
treated similar to one with a
poor reputation
• Necessary to “warm up” or
gradually begin sending and
ramping up
• Varies depending on type
and volume of email
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17. Don’t Cross the Streams!
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18. Feedback Loop
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19. Feedback Loop
Definition:
Process by which ISPs provide email senders with details
on complaints submitted about their campaigns so the
sender can immediately remove the recipient from their
list.
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20. How does a FBL work?
1.Individual receives message they don’t recognize, want or
trust
2.Individual clicks “report spam” or “mark as junk” option
provided by their email reader
3.The ISP processes the complaint and provides the sender
with details of complaint
4.Complaint is assigned to your IP address
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21. How do I establish a FBL?
• Through your ISP - Most ISPs allow senders to sign up for
FBL services via a simple web form.
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22. Setting realistic FBL expectations
Are FBLs eternal?
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23. What is a whitelist?
A list of email addresses that an email blocking program or
ISP will allow messages from.
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24. Do I need to get on a Whitelist?
• Pros:
- Maximize your ability to get legitimate email to the inbox
- Increased functionality for trusted senders.
- Fewer restrictions and throttling limits
•Cons:
- Acceptance to a whitelist is challenging
- Can be extremely costly
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25. Blacklists
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26. Blacklists (RBLs)
Definition:
Blacklists publish IP addresses that are known to or
believed to send spam. Being blacklisted doesn’t
automatically mean your mail will be blocked. Today, ISPs
primarily rely on reputation metrics in filter decisions and
blacklists are just one factor.
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27. RBL Questions you must know...
1. Are all RBL’s equal
2. How long will you remain on an RBL?
3. Are RBL’s helpful to anyone?
4. How do I stay off RBLs?
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28. I’m on a blacklist. Help!
1. Investigate
2. Document
3. Verify
4. Contact
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29. Why SendGrid?
We make email delivery simple and easy for developers
everywhere.
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30. What Our Clients Are Saying
“Marrying the SendGrid Platform with SoftLayer's offering in both Infrastructure as a
Service and Cloud Computing really does give the customers the most robust, turnkey
offering available to the market today.”
“Their account management team is responsive and proactive, providing us with the
space we need to focus on strategic plans, rather than day to day email management.”
“We’re now enjoying email delivery rates of 96% and have saved thousands of dollars
in engineering resources.”
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31. Learn More
• Upcoming Webinar:
- “The Power of Email APIs”
• SendGrid’s Ultimate Email Infrastructure Guide
• SendGrid’s Blog
- www.sendgrid.com/blog
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32. Questions?
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33. Carly Brantz
carly.brantz@sendgrid.com
@carlybrantz
Ken Apple
ken.apple@sendgrid.com
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