Post on 08-May-2015
description
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Tonya MitchellSr. Deliverability ConsultantReturn PathTonya.Mitchell@returnpath.com
Melinda PlemelEmail Intelligence GroupReturn PathMelinda.Plemel@returnpath.com
A Brief History of Gmail
April 1, 20041000 Users
June 2005 Gmail buysgmail.com from Garfield
2006 Gmail has7.1 million users
February 14, 2007 Gmail opens signups
worldwide
2008 Gmail has 29.6 million users
2009 Gmail isOut of Beta
2010 Priority Inbox is introduced
2012 Gmail has 425 million users
April 1, 2014Gmail Turns 10!
New in Gmail
The Tabbed Inbox
Images on by default
In App Actions
Easy Unsubscribe
What does Gmail say?
Delivery Guidelines
Delivery Guidelines
• Authentication & Identification
Delivery Guidelines
• Authentication & Identification
• Subscribe & Unsubscribe
Delivery Guidelines
• Authentication & Identification
• Subscribe & Unsubscribe
• Content
Delivery Guidelines
• Authentication & Identification
• Subscribe & Unsubscribe
• Content
• Delivery
Delivery Guidelines
• Authentication & Identification
• Subscribe & Unsubscribe
• Content
• Delivery
• Third-Party Senders &Affiliate Marketing Programs
SPF• Authenticates the IP
DKIM• Authenticates the Domain• Gmail requires 1024-bit key
DMARC• Technical specification to email authentication protocols
Authentication
Subscribe Unsubscribe
Subscribe Unsubscribe
• Opt-In• Confirmed
Opt-In• NO 3rd Party• NO Pre-
Checked Box
Subscribe Unsubscribe
• Opt-In• Confirmed
Opt-In• NO 3rd Party• NO Pre-
Checked Box
• Easy• Prominent Link• Functional reply-
to method• List Unsubscribe• Global
Unsubscribe
and Formatting
and Formatting
RFC 2822
and Formatting
RFC 2822 Correctly Identify yourself – Maintain
Consistent From and Sending Domain
and Formatting
RFC 2822 Correctly Identify yourself – Maintain
Consistent From and Sending Domain Relevant Subject – Not Pushy
and Formatting
RFC 2822 Correctly Identify yourself – Maintain
Consistent From and Sending Domain Relevant Subject – Not Pushy Avoid URL Shorteners
and Formatting
RFC 2822 Correctly Identify yourself – Maintain
Consistent From and Sending Domain Relevant Subject – Not Pushy Avoid URL Shorteners Don’t Hide
Delivery
Delivery
• Inspire Subscribers to Personally Whitelist You
Delivery
• Inspire Subscribers to Personally Whitelist You
• Occasionally Send Re-Confirmation Emails
Delivery
• Inspire Subscribers to Personally Whitelist You
• Occasionally Send Re-Confirmation Emails
• Not Spam Votes Matter
Delivery
• Inspire Subscribers to Personally Whitelist You
• Occasionally Send Re-Confirmation Emails
• Not Spam Votes Matter
• Segment Mail Streams
Delivery
• Inspire Subscribers to Personally Whitelist You
• Occasionally Send Re-Confirmation Emails
• Not Spam Votes Matter
• Segment Mail Streams
• Warm-Up New IPs
Third Party Senders & Affiliates
Third Party Senders & Affiliates
• Watch Affiliate Traffic
Third Party Senders & Affiliates
• Watch Affiliate Traffic• Monitor Every Campaign for Spam
Third Party Senders & Affiliates
• Watch Affiliate Traffic• Monitor Every Campaign for Spam• Ensure Affiliates Follow Best Practices
Third Party Senders & Affiliates
• Watch Affiliate Traffic• Monitor Every Campaign for Spam• Ensure Affiliates Follow Best Practices• Ensure Whois and Abuse information is up to date
Third Party Senders & Affiliates
• Watch Affiliate Traffic• Monitor Every Campaign for Spam• Ensure Affiliates Follow Best Practices• Ensure Whois and Abuse information is up to date• Assess User Interaction
Third Party Senders & Affiliates
• Watch Affiliate Traffic• Monitor Every Campaign for Spam• Ensure Affiliates Follow Best Practices• Ensure Whois and Abuse information is up to date• Assess User Interaction • Monitor your program to take down spammers
So What Now?
AVOID THE SPAM FOLDER…It’s all about Engagement!
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5 SECONDS TO SPAM!
Spam vs. Not SpamHow Do Your Subscribers Vote?
INBOX: SPAM FOLDER:
Spam vs. Not SpamHow Do Your Subscribers Vote?
INBOX: SPAM FOLDER:
Spam vs. Not SpamHow Do Your Subscribers Vote?
INBOX: SPAM FOLDER:
Spam vs. Not SpamHow Do Your Subscribers Vote?
INBOX: SPAM FOLDER:
Spam vs. Not SpamHow Do Your Subscribers Vote?
INBOX: SPAM FOLDER:
Spam vs. Not SpamHow Do Your Subscribers Vote?
INBOX: SPAM FOLDER:
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Source: 2013 Return Path TINS Report
TINS and Spam Filtering
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Source: 2013 Return Path TINS Report
TINS and Spam Filtering
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TINS and Engagement
Source: 2013 Return Path TINS Report
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TINS and Engagement
Source: 2013 Return Path TINS Report
WHY is Your Message Considered Spam?
Why is Your Message Considered Spam?
Why is Your Message Considered Spam?
Why is Your Message Considered Spam?
• Previously Marked As Spam
Why is Your Message Considered Spam?
• Previously Marked As Spam• Phishing Scams
Why is Your Message Considered Spam?
• Previously Marked As Spam• Phishing Scams• Unconfirmed Sender
Why is Your Message Considered Spam?
• Previously Marked As Spam• Phishing Scams• Unconfirmed Sender• Message Looks Suspicious
Why is Your Message Considered Spam?
• Previously Marked As Spam• Phishing Scams• Unconfirmed Sender• Message Looks Suspicious• Administrator Policies
Why is Your Message Considered Spam?
• Previously Marked As Spam• Phishing Scams• Unconfirmed Sender• Message Looks Suspicious• Administrator Policies• Message Content Empty
Why is Your Message Considered Spam?
• Previously Marked As Spam• Phishing Scams• Unconfirmed Sender• Message Looks Suspicious• Administrator Policies• Message Content Empty• Unsubscribe Request Failed
Complaint Rate
= .01%
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How do You Reduce Spam Complaints?
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How do You Reduce Spam Complaints?
•Set Expectations
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How do You Reduce Spam Complaints?
•Set Expectations
•Email Recognition
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How do You Reduce Spam Complaints?
•Set Expectations
•Email Recognition
•Be Relevant
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How do You Reduce Spam Complaints?
•Set Expectations
•Email Recognition
•Be Relevant
•Respect Unsubscribe Requests
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How do You Reduce Spam Complaints?
•Set Expectations
•Email Recognition
•Be Relevant
•Respect Unsubscribe Requests
•Understand WHY people complain
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1. List-Unsubscribe HeaderFrom: sender@domain.com
Subject: Get 20% off – today only!
Date: February 26, 2014 3:13:02 PM EDT
To: subscriber@gmail.com
List-Unsubscribe: <mailto:unsubscribesender@domain.com>, <http://www.senderdomain.com/email/unsubscribe/>
List-Unsubscribe
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1. List-Unsubscribe HeaderFrom: sender@domain.com
Subject: Get 20% off – today only!
Date: February 26, 2014 3:13:02 PM EDT
To: subscriber@gmail.com
List-Unsubscribe: <mailto:unsubscribesender@domain.com>, <http://www.senderdomain.com/email/unsubscribe/>
2. Authenticate with DKIM and SPF
List-Unsubscribe
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1. List-Unsubscribe HeaderFrom: sender@domain.com
Subject: Get 20% off – today only!
Date: February 26, 2014 3:13:02 PM EDT
To: subscriber@gmail.com
List-Unsubscribe: <mailto:unsubscribesender@domain.com>, <http://www.senderdomain.com/email/unsubscribe/>
2. Authenticate with DKIM and SPF
3. Have a Positive Gmail Reputation
List-Unsubscribe
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THEN…
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THEN…
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NOW…
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NOW…
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NOW…
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List-Unsubscribe Options
MAILTO ADDRESS:
UNSUBSCRIBE LINK:
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List-Unsubscribe Options – MAILTO ADDRESS
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List-Unsubscribe Options – MAILTO ADDRESS
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List-Unsubscribe Options – MAILTO ADDRESS
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List-Unsubscribe Options – UNSUBSCRIBE LINK
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List-Unsubscribe Options – UNSUBSCRIBE LINK
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List-Unsubscribe Options – UNSUBSCRIBE LINK
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List-Unsubscribe Options – UNSUBSCRIBE LINK
Subscriber Actions
In Account
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Starred or Important
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Starred or Important
Actions Teach Filters
System Adjusts Quickly to
Spam Threats
A Retailer’s Case Study: Engagement Strategy
Only mailing to Gmail users 0-6 months old who put an item in their cart or clicked on an email
Mailing only to Gmail users who had put an item in the cart or clicked on an email in last 30 days
A Retailer’s Case Study: From 30 Days to 6 Months
Expanded Engagement filtering rules and only mailing active Gmail users of 0-6 months who put an item in their cart or clicked on an email
Reverted to only mailing Gmail users showing 30-days of activity
What Else We’ve Learned…
What Else We’ve Learned…
1. Gmail’s #1 priority is keeping their subscribers happy
What Else We’ve Learned…
1. Gmail’s #1 priority is keeping their subscribers happy
2. Transactional mail is important
What Else We’ve Learned…
1. Gmail’s #1 priority is keeping their subscribers happy
2. Transactional mail is important3. SURBL and URIBL blacklists
What Else We’ve Learned…
1. Gmail’s #1 priority is keeping their subscribers happy
2. Transactional mail is important3. SURBL and URIBL blacklists 4. Overly generic subject lines =
high complaints (Great Deals Here!)
What Else We’ve Learned…
1. Gmail’s #1 priority is keeping their subscribers happy
2. Transactional mail is important3. SURBL and URIBL blacklists 4. Overly generic subject lines =
high complaints (Great Deals Here!)
5. Gmail’s spam filtering is dynamic and can vary with each campaign
What Else We’ve Learned…
1. Gmail’s #1 priority is keeping their subscribers happy
2. Transactional mail is important3. SURBL and URIBL blacklists 4. Overly generic subject lines =
high complaints (Great Deals Here!)
5. Gmail’s spam filtering is dynamic and can vary with each campaign
6. Stop mailing to people who complain or risk reputation
When All Else Fails…
Open a Ticket with Gmail:https://support.google.com/mail/troubleshooter/2696779
Gmail Public Forum:http://productforums.google.com/forum/#!categories/gmail
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Inbox OptimizerCorrective based on 50+ variables
Important to email filters
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Inbox Optimizer – Identify and Fix It!
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Inbox Optimizer – Identify and Fix It!
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Inbox Optimizer – Identify and Fix It!
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Inbox Optimizer – Identify and Fix It!
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Inbox Optimizer – Identify and Fix It!
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Inbox Optimizer – Identify and Fix It!
The Results…
The Tab Impact for YOU
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Jot This Down
• Find Out if Gmail Tabs is affecting you: http://gmailtabs.returnpath.com/
• The Email Marketer’s Guide to Gmail, Outlook, and Yahoo!: http://landing.returnpath.com/marketer-field-guide
• Gmail Tabs Study: http://landing.returnpath.com/gmail-tabbed-inbox
Tonya MitchellSr. Deliverability ConsultantReturn PathTonya.Mitchell@returnpath.com
Melinda PlemelEmail Intelligence GroupReturn PathMelinda.Plemel@returnpath.com
Questions?