Upload
andy-thorpe
View
128
Download
3
Embed Size (px)
DESCRIPTION
Brief presentation about deliverability of content in a recent Pure360 creative workshop. Focussing mainly on spam filters and their reaction to various content: comparing spam assassin with the larger consumer ISPs and email clients with a brief explanation of what reputation is and how it changes the behaviour of content filters in larhger ISPs.
Citation preview
Creative Deliverability
The basics of avoiding the junk folder in email design
DeliveraWhat?
Deliverability:The Abilityto deliverbulk email
into the inbox
Reputation InboxPlacement JunkFolder domain OptOut
Engagement SpammyKeywords ISP SpamTrap domain prefix email-address SenderScore
Image-to-text-ratio
Other Content Deliverability Words
• Spammers sent spam• Filters learned to read junked keywords
• Spammers sent spam in images• Filters junked image only emails
• Spammers sent images and normal text• Filters required multiple images
• Spammers split the images up• Filters asked for more text than images
• Spammers added even more text• Inboxes blocked images
Image blocking
Junk / Content Filters: Avoiding the JunkFolder
• Includes Subject Line and “From Name”
• Outlook: yes or no, not self learning
• Spam Assassin: explained rules
• Most large consumer ISPs learn
• Hotmail, Gmail, Yahoo, AOL etc
• Reputation decides leniency
• Image to text ratio• At least: 60% text / At most: 40% images• SpamAssassin can count!
• HTML and plain text different• SpamAssassin can read!
• No plain text version• Spammy Keywords/Phrases• Obfuscation• Spammy Keywords changed
• Not enough images• At least 3, not all touching
• Too many consecutive consonants in address
Spam Assassin Rules Broken
• Evolved in the same way for the same reasons
• Punctuation in subject lines: Outlook
• Plain text links: new line, tracked/not
• Colourfull links: Gmail (reputation)
• Badly coded HTML - all of them (reputation)
• Javascript: All of them
• Form code: most of them (reputation)
The rest of the Inboxes
Server User Bad User Good
Non-existing users Marked as Spam Mark as not spam
Zombie users Deletedwithout opening Opens (over time)
Too many too fast Mark as read without opening Replies
Spam Traps Straight to Junk Forwarding
Reputation - Deliverability Credit Rating
• Only important Since Credit Crunch
• Have DDs & Pay your credit cardbefore asking for mortgage
• Content filter leniency
• Speed and volume of acceptance
• Mainly the large ISPs
• 60% text vs 40% images• Text size does not count (12px)
• At least 3 images not all touching • Always have a plaint text version• Plain text links on a new line• Good quality & fairly complex HTML• Company contact and registration details• Test sending speeds• Test sending times• A/B Content Testing• Intelligent Time Sending• Engagement Filtering (Open Reach)• Test, Test, Test, always be testing
Takeawaysandy thorpe
deliverabilty & compliance manager
Linkedin/andythorpe
@captaininbox