Post on 08-May-2015
description
Keeping Your App's Email out of the SPAM folder
Elmer ThomasHacker in Residence@thinkingserious
“If your emails don’t make it to the Inbox,you are talking to yourself. Not cool.”
- Email Sending Ninja, Elmer Thomas
I want you to stop talking to yourself.
Definitions & Assumptions
How SPAM Filters Work
The Key: Reputation
Securing Your Identity
Infrastructure
Content & Relevancy
Analytics
The SPAM Game!
Sender’s Outbox Recipient’s Inbox
Sender’s Outbox Recipient’s Inbox
Sender’s Mail Server (MTA)
The Internet
Recipient’s Mail Server (MTA)
Anti-Spam Filter
TRANSACTIONAL
Confirmations
Alerts
Notifications
Receipts
Password Delivery
Account Verifications
Statements
Shipping Notifications
Reminders
Cancellations
Updates
Announcements
22% of Opt-in Email Missing from Subscribers’ Inboxes!
Email Deliverability =
Getting to the Inbox
User InteractionTracking
Heuristics, Statistics & Magic
Reputation
Discover the Keys toBuilding Your Reputation
Relevant, Properly Formatted Email
Send the right message
to the right person
at the right time
with the right frequency
0
15
30
45
60
M T W Th F S Su
Emails Sent
Few Complaints
SPAM
Few Bounces
Pro Infrastructure
Don’t Get Blacklistedhttps://www.senderscore.org/blacklistlookuphttp://www.mxtoolbox.com/blacklists.aspx http://www.dnsstuff.com/docs/ip4r/
Transactional Emails are Exempt from CAN-SPAM
Learn How to Confirm Your IdentityThrough Email Authentication
in 5 Steps
Audit your Computers
Sender Policy Framework (SPF)SenderID
Domain Keys Identified Mail (DKIM)
Sender ID: http://www.microsoft.com/mscorp/safety/technologies/senderid/default.mspx SPF: http://docs.sendgrid.com/docs/email-deliverability/spf-records-voila-validation-verisimilitude DKIM: http://docs.sendgrid.com/documentation/apps/domain-keys
Update Your DNS Records
Sign Outbound Email with DKIM
Test
Policy Record Tester: http://domainkeys.sourceforge.net/policycheck.htmlSelector Record Tester: http://domainkeys.sourceforge.net/selectorcheck.htmlSender Policy Framework: http://www.openspf.org/Tools
How To Setup a Professional Infrastructure
127.0.0.1
Secure Your Servers
postmaster and abuse@yourdomain.com
Loops
Receive Your Emails
127.0.0.1
Learn About List Management
Never
Never
NeverNEVA!!!
Keep Clean
Double Opt-In
Hard Bounce = Go AwaySoft Bounce = Call Me Later
Content and Relevancy
Segment Wisely
Avoid Trigger Words & Phishing Phrases
100 SPAM Trigger Words & Phrases to Avoid: http://blog.mannixmarketing.com/2009/08/spam-trigger-words/Short List of Common Phishing Phrases: http://www.24hoursupport.com/index.php?option=com_content&task=view&id=192&Itemid=1
HTML + Text
Text : Image Ratio
Too BIG
Send the right message
to the right person
at the right time
with the right frequency
Build and Maintain Your ReputationCheck All of the Technical Checkboxes
Be RelevantMonitor, Review and Improve
Analyze, Measure, Improve
Now you can stop talking to yourself.
Thanks!
To learn more, check out:http://go.sendgrid.com/DeliverabilityGuide.html
or feel free to reach out:elmer.thomas@sendgrid.com
@thinkingserious