2017 Deliverability & BeyondWhat Eloquans Need to KnowChris ArrendaleInbox Proswww.inboxpros.com@Arrendale@inboxpros

WHAT IS DELIVERABILITY?

Delivered is the way to measure that the email was accepted by the recipient’s mail server

Deliverability is getting to the inbox and measuring the open/click statistics

Getting your email into your subscriber’s inbox is the only way to get opens, clicks, and conversions

Deliverability is constantly changing and evolving

EMAIL FILTERING “INFERNO”

COMPLAINTS

SPAM TRAPS Spam Traps are real email addresses that

don’t bounce Often ISPs will take over abandoned

email addresses and turn those into spam traps

Set up and monitored by blacklists Different types:

Typo Recycled Pristine

LIST MANAGEMENT

CONTENT Recipient engagement is focus for 2017 – make subject

lines and content count! Landing page and image path domains

Check for blacklist or reputation issues. Are images being hosted by Eloqua, internal server, Amazon,

etc.? Social media links

Higher risk for possible target of reputation problems. Sending domain versus bounce domain (return-path)

Whitelisting both (not just the IP) to help ensure delivery of the message.

WHOIS Private versus Public

WHOIS registration (FIGHT!)

The WHOIS registration is set up when the domain is purchased/created.

Includes contact information for the domain owner.

Gmail and Google Apps count against domains that are set to private registration.

AUTHENTICATION - DMARC

PATH TO THE INBOX - AUTHENTICATION

WHAT IS DMARC?Domain-based Message, Authentication, Reporting & Conformance

DMARC is an email validation system designed to detect and help prevent email spoofing

DMARC is built on top of two existing mechanisms:– Sender Policy Framework (SPF) – Domain Keys Identified Mail (DKIM)

A DMARC record might look something like this:

v=DMARC1;p=reject;pct=100;rua=mailto:dmarcaggregate@inboxpros.com;ruf=mailto:dmarcforensic@inboxpros.com

Or as simple as this:

v=DMARC1;p=quarantine

TXT INSTRUCTIONS p=none - The ISP is instructed not to interfere with a

message that fails DMARC and to send a report to the sender

p=quarantine - The ISP is instructed to flag an email that fails DMARC as suspicious and subject it to greater scrutiny and/or place it in Spam, as per the ISPs policies, and to send a report to the sender

p=reject - The ISP is instructed to reject an email that fails DMARC during SMTP transaction and to send a report to the sender

DO YOU KNOW WHO IS YOUR USING YOUR DOMAIN?

COMMON ALIGNMENT ISSUES Even if SPF and DKIM pass authentication, DMARC will fail

if the identifiers are not aligned

DMARC SUMMARY

FEEDBACK RESOURCES & TOOLS

GMAIL POSTMASTER TOOLS This Gmail feedback tool was officially launched at a beta

version in 2014 by invitation only Google states that the “Postmaster Tools” are for

qualified, high-volume senders to monitor sender-information closely

GMAIL POSTMASTER TOOLS - AUTHENTICATION

GMAIL POSTMASTER TOOLS - REPUTATION

GMAIL POSTMASTER TOOLS – SPAM COMPLAINTS

GMAIL POSTMASTER TOOLS – DELIVERY ERRORS

EXCHANGE & OFFICE 365 HEADER ANALYZER

https://testconnectivity.microsoft.com/MHA/Pages/mha.aspx

Header Fields - https://technet.microsoft.com/en-us/library/dn205071(v=exchg.150).aspx

https://sender.office.com/ Ensure that you use the email address to which the error message was

sent, and the IP address that is specified in the error message. The portal sends an email to the email you supply. Click the confirmation link in the email sent to you by the delisting

portal.

OFFICE 365 IP UNBLOCK PAGE

MICROSOFT SNDS(Hotmail, Outlook, MSN, Live)

The Microsoft Smart Network Data Services (SNDS) gives you the data you need to understand and improve your reputation at Microsoft

Data includes filtering color, complaint rate, and spam trap hits

OFFICE 365 – WHAT IS CLUTTER? Clutter is an email sorting tool available to Office 365 customers

Clutter moves your low priority messages out of your inbox so you are easily able to scan for important messages

Clutter analyzes your email habits Based on your past behavior, it determines the messages that you’re

most likely to ignore It then moves those messages to a folder called “Clutter”, where they

can be reviewed later

SIGNALS

PRIVACY & PERMISSION

DOES CASL APPLY TO ME?

CASL BREAKDOWN

CASL: WHAT IS CONSENT? Implied Consent

The sender & recipient have an existing business (or non business) relationship

Implied Consent is where the recipient has supplied an email address and they have not included a statement that indicates they do not wish to receive CEMs

Express Consent Recipients give a positive or explicit

indication of consent to receive CEM’s They may check a box or type/write in

their email address

CASL APPROVED FORM

CAN-SPAM & CASL

PRIVACY COMPLIANCE - GDPR Brands have two years to become GDPR compliant or

risk fines of up to 4% of global annual turnover. That gives brands until May 2018 to clean up their data sets and make sure that contacts, email ones in particular, have given their free, unambiguous, and informed consent to be contacted.

For B2B marketers, used to opt-out arrangements in the U.K, it means no more assumptions somebody cannot be emailed just because they dropped a card in a hat to enter a competition or appeared on a conference list and has yet to get around to requesting you stop emailing them.

For B2C marketers, already used to opt-in, it means no more permission creep. If a brand wants its other brands to get in contact or wants to add that customer to another email list, it needs to first offer a tick list for an unambiguous opt-in or out of each use of their data.

Questions?Thank you!

(678) 214-3739

chris@inboxpros.com

www.inboxpros.com

@Arrendale & @inboxpros

https://www.linkedin.com/company/inbox-pros