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Learn about the key influencers to get your email delivered into the inbox
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emailmarketing
Deliverability & Rendering
Béate Vervaecke | e-Zen
emailmarketing
Deliverability & Rendering
www.e-zen.be© e-Zen
What?
Getting into the inbox
DELIVERABILITY
www.e-zen.be© e-Zen
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
www.e-zen.be© e-Zen
More information?
IAB Cookbookhttp://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdfhttp://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf
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Thank you!
