Emailmarketing Deliverability And Rendering Barcamp Dec07

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emailmarketing

Deliverability & Rendering

Béate Vervaecke | e-Zen

emailmarketing

Deliverability & Rendering

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What?

Getting into the inbox

DELIVERABILITY

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Internet Service Providers

Send Emails

Email clientSPAM folder

Inbox

1

2

Sent Bounced and feedbackloop

Absorbed

Spam complaintor whitelist

DELIVERABILITY

Spam filters

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Bounced

Absorbed

In SPAM folder or in inbox with SPAM in subject

SPAM FILTERS – results

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False positives Europe: 7%USA: 9%

Source: Lyris ISP Deliverability Report Card Q1 2007

Gmail (28%)

SPAM FILTERS – results

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SPAM FILTERS – results

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1. Sending infrastructure2. Check Blacklists3. Authenticate4. Reputation5. HMTL of email6. Content of email

Enhance deliverability

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Reversed DNS?MX records consistent - RFC 1035 en RFC 2181?SMTP helo command?Existing domain nameStatical IP-adres… http://www.postcastserver.com/help/DNS_Lookups.aspx

checks available www.senderscore.org and http://emailstuff.org/

Sending Infrastructure

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• www.dnsstuff.com• www.spamhaus.com• http://emailstuff.org/• http://www.senderbase.org/• http://www.kloth.net/services/dnsbl.php• http://openrbl.org/

Check blacklists

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http://www.clickz.com/showPage.html?page=3623869

SPF Sender Policy Frameworkhttp://www.clickz.com/showPage.html?page=3465711http://www.openspf.org/SPF_vs_Sender_ID

Sender ID (Microsoft)http://www.clickz.com/showPage.html?page=3482506

DomainKey - DKIM (DK Identified Mailer - Yahoo)http://www.clickz.com/showPage.html?page=3485571

Authenticate

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http://www.clickz.com/showPage.html?page=3624010

Volume / frequencyIP - stabilityKeep sending to bouncesSPAM traps?SPAM complaints?

Reputation

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Opt-in’sUnsubscribes and spamcomplaintsBouncesFeedback loops https://postmaster.live.com/SNDS/index.aspx

Check blacklists and reactCertification (US)Habeas, Sender Score Certified, Goodmail, …

Reputation

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Crapy codingNo ‘text only’ mail

HTML of email

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Words (From, Subject, Body)Balance images / txtDangerous attachments?Links to websites with bad reputationToo many capitals, fonts, corps, …

Check: http://www.emailgarage.com/html/spamcheck.asp Lyris content checker (fee)

Content of email

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Internet Service Providers

Send Emails

Email clientSPAM folder

Inbox

1

2

Sent Bounced and feedbackloop

Absorbed

Spamcomplaintor whitelist

DELIVERABILITY

Spam filters

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Local spam filters

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Local spam filters

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Lay-out email is constant

Html website ≠ html email Webmails

• Strips everything outside the bodytag

Lotus Notes Outlook 2007 (uses Word Engine)

RENDERING

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IAB Cookbook http://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdf

http://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf

Mobile http://www.theemailwars.com/archives/2007/03/day_three_sherpa_email_summit_mobile_and_email.php

http://www.templatekit.com/lotusnotes1.php

RENDERING

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Tricky: Unsubscribe disappears Corps and font different No background colour Buttons, bullets, … Links not underlined

RENDERING

TEST

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Day pass for 5 tests: http://www.sitevista.com/email.asp

RENDERING

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Outlook Windows Live

Spot the difference!

Left alignment Right alignment

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Outlook Windows Live Hotmail

Link: no underlining Underlined link

Spot the difference!

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Outlook 2003 Outlook 2007

Spot the difference!

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Lotus Notes Outlook 2003

Dynamic width Fixed width

Spot the difference!

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Default blocking

Rendering IMAGES

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Rendering IMAGES

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off

off

Rendering IMAGES

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According age

Bron: Marketingsherpa E-mailmarketing Summit

Rendering IMAGES

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1 / 4 doesn’t realise how it works

Take in mind the Little Red Crosses!

Rendering IMAGES

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Gray squares (Windows Live Hotmail)

Rendering IMAGES

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Rendering IMAGES

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Rendering IMAGES

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Reading Pane!

No alt tags

Rendering IMAGES

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Red rectangle

Rendering IMAGES

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Image in email35 KbHotmail: grey

Rendering IMAGES

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Some sources

www.marketingsherpa.com

www.eroi.comwww.exacttarget.comwww.silverpop.comwww.campaignmonitor.comwww.emaillabs.com

www.b2bemailmarketing.comwww.email-marketing-reports.com

free email - interesting cases

US e-mail providers -whitepapers

Blogs

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www.emailstatcenter.comwww.emailexperience.org

www.email-marketing-reports.com/iland/2007/02/top-21-email-marketing-information.html

www.emailmarketersclub.com

Statistics, benchmarksEmail Experience Council

Overview of interestingsources

Forum

Some sources

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More information?

IAB Cookbookhttp://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdfhttp://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf

beate@e-zen.be

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Thank you!