Deliverability 101 power point slideshare
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Transcript of Deliverability 101 power point slideshare
Today’s Speaker …
Brad Gurley
Director of Deliverability, WhatCounts
@DeliveryCounts
Delivered rate% of mail handed off to the intended server
Inbox rate% of mail delivered to the inbox
Source: Return Path Inbox Placement Benchmark Report 2014
Invalid user/domain The username or domain does not exist or has been disabled
Poor reputation Users have marked messages from your IP address or domain as spam
Poor engagement Users aren’t opening or engaging with your messages
‘Spam-like’ content Your content includes elements that are similar to spam messages
Soft BouncesTransient/temporary
• Mailbox full• Server errors• Deferrals
Hard BouncesPermanent/invalid
• Invalid address• Inactive user account• Rejections
Reputation Does your domain or IP address frequently show up in spam messages?
Content Is your content similar to other messages marked as spam?
Engagement Are users engaging positively or negatively with your messages?
BlacklistsIP address based
BlocklistsDomain/URL based
Flag the mail server sending the message
Flag any domain in the message – From address, hyperlinks, etc.
Pristine traps Recycled traps Typo traps
No valid activity ever- No signups- No form submissions
Created solely to catch those who scrape addresses from websites, forums, etc.
Avoided by acquiring permission
Previously a valid address- May have signed up- May have purchased
Dormant for an extended period(typically 6-12 months minimum)
Designed to identify senders with poor list hygiene
Avoided by targeting engaged users and minimizing/cleaning inactive users
Mistyped versions of popular domains(yhaoo, gnail, etc)
Designed to catch senders who are not validating subscriber addresses
Avoided with double/confirmed opt-in
Reach out to us…
3630 Peachtree Road, NESuite 900Atlanta, GA 30326
Call us! 1-404-995-8600
whatcounts.com
Twitter: @whatcounts