MailingConf-2011 Mail.Ru (English)
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Transcript of MailingConf-2011 Mail.Ru (English)
How to send emails to make bothusers and email services happy
Sergey MartynovMail.Ru Email Service
Project Manager
6 our of 10 people in Russian Internet use
Our users
• Your users are our users– And vice versa!
• Our common goal is to take care of the user• About 60% of your letters are on Mail.ru– (in case you work in Russia)
About 3,000 letters per second
Technical details
• RBL/DBL – look after your IP’s reputation• Rate limit – more haste, less speed• DKIM – а passport for your letters• SPF – watch your domain’s reputation• HTML + plain text (alternative)– Remember about users of old mobile devices– Otherwise the service will generate text-version himself
The correct mailing
• Explicit agreement with subscripion– User put a tick in checkbox– Written down in user agreement
• Email address confirmation– Only one letter to unconfirmed address
• One-click unsubscription– Visible and clear unsubscribe link– No authentication required to unsubscribe
The correct mailing
• Recognizable sender’s brand– From address, subject, design, logo
• External images– But watch your server’s load
• Best practices for sendershttp://help.mail.ru/mail-help/rules– (currently in Russian only)
Solving problems
•Write to [email protected]– Please attach original message with headers and error
codes
• Problems prevention– Take care of user!– Watch you reputation (IP, domains, links)– You can notify us in case of dramatic increase of your
sendings volume
Introducing postmaster.mail.ru
• “Visitors counter” for your messages– DKIM signature required– Simple domain verification
• Both history and current indicators– In real-time!
•What’s next?– Senders reputation– Feedback loop (FBL)– More statistics
http://postmaster.mail.ru
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Open Mail Format (OMF)
Open Mail Format
• Semantic markup for letters– You can specify which text to choose for snippets– Custom image (avatar) in message list– Quick links (allows action even without opening)
• Easy to integrate– HTML-markup & microformats
• Open standard• Already popular in Russia
OpenMailFormat.org
Your favicon in message list
•More info at http://api.mail.ru– (currently in Russian only)
We encourage you tothe good cooperation!