ask an expert! getting started with email deliverability

Ask an Expert:Getting Started with Email Deliverability

Presenters:

Corey GoodCustomer Success Representative

Danny RandaInbound Marketing Manager

Date: 2/13/13

HousekeepingReadyTalk Conference Tools Console

•View in Full Screen Mode

Poll Questions

•Answer live poll questions by clicking on the buttons

•Responses are anonymous

Questions for Danny and Corey

•Ask questions by using the CHAT function

•When the presentation begins, you will see the chat box as a floating window to use at any time

•We will answer as many questions as possible and those that we don’t get to in a follow up blog post

Follow Up

•You will get an email with a link to the recording and a copy of all slides

Company Overview

• Founded July 2009

• TechStars graduate(Boulder, CO)

• 110 employees across 4 offices– HQ: Boulder, CO– R&D: Anaheim, CA / Romania

$27M venture capital raisedSeries B closed Jan 2012

Angel investors include:-Scott Petry (Founder, Postini)-Matt Mullenweg (Founder, Wordpress)

3

Delivering Email at Scale

Serving 100,000+ customers

Sending over 7 billion emailsper month

Transactional and marketing email solutions

4

Today’s Speakers

Danny RandaInbound Marketing Managerdaniel.randa@sendgrid.com@dannyranda

Corey GoodCustomer Success Representativecorey.good@sendgrid.com

Poll Question #1

• How does your company currently manage their email delivery?–I don’t know!–We use our own servers and technology–We use SendGrid–We use another service provider

Why Should I Care About Email Deliverability?

20% of wanted commercial email goes undelivered.

Types of Email

Transactional EmailConfirmationsConfirmations

AlertsAlerts NotificationsNotifications

ReceiptsReceipts

Password DeliveryPassword Delivery

Account VerificationsAccount Verifications

StatementsStatements Shipping Shipping NotificationsNotifications

RemindersReminders

CancellationsCancellations

UpdatesUpdates

AnnouncementsAnnouncements

Marketing Email is Not Just Spam!

Slow and Steady Wins the Email Race

Email isn’t Going Anywhere

Email Deliverability:Easy, right?

Your Mail Server

Still easy, right?

AOLAOLAOLAOL

YahooYahooYahooYahoo

GoogGoogGoogGoog

LiveLiveLiveLive

.edu.edu.edu.edu

Etc…Etc…Etc…Etc…

ISPs

Spam Folder

Your Mail Server

Hmm...

AOLAOLAOLAOL

YahooYahooYahooYahoo

GoogGoogGoogGoog

LiveLiveLiveLive

.edu.edu.edu.edu

Etc…Etc…Etc…Etc…

ISPs

Spam Folder

Your Mail Server

Um...

AOLAOLAOLAOL

YahooYahooYahooYahoo

GoogGoogGoogGoog

LiveLiveLiveLive

.edu.edu.edu.edu

Etc…Etc…Etc…Etc…

ISPs

Spam Folder

Your Mail Server

SpamhausSpamhausSpamhausSpamhaus

SURBLSURBLSURBLSURBL

InvaluementInvaluementInvaluementInvaluement

CBLCBLCBLCBL

SPAMCOPSPAMCOPSPAMCOPSPAMCOP

Etc…Etc…Etc…Etc…

BlackLists

Help!

AOLAOLAOLAOL

YahooYahooYahooYahoo

GoogGoogGoogGoog

LiveLiveLiveLive

.edu.edu.edu.edu

Etc…Etc…Etc…Etc…

ISPs

Spam Folder

Your Mail Server

SORBSSORBSSORBSSORBS

BSBBSBBSBBSB

CBLCBLCBLCBL

PSBLPSBLPSBLPSBL

SPAMCOSPAMCOPP

SPAMCOSPAMCOPP

Etc…Etc…Etc…Etc…

BlackLists

GoogGoogGoogGoog

McAfeeMcAfeeMcAfeeMcAfee

Mail Mail TrustTrustMail Mail TrustTrust

SpamSpamAssassinAssassin

SpamSpamAssassinAssassin

CloudmarkCloudmarkCloudmarkCloudmark

Etc…Etc…Etc…Etc…

Spam Filters

Where Does SendGrid Fit In?

AOLAOLAOLAOL

YahooYahooYahooYahoo

GoogGoogGoogGoog

LiveLiveLiveLive

.edu.edu.edu.edu

Etc…Etc…Etc…Etc…

ISPs

Spam Folder

Your Mail Server

SORBSSORBSSORBSSORBS

BSBBSBBSBBSB

CBLCBLCBLCBL

PSBLPSBLPSBLPSBL

SPAMCOSPAMCOPP

SPAMCOSPAMCOPP

Etc…Etc…Etc…Etc…

BlackLists

GoogGoogGoogGoog

Bright Bright MailMail

Bright Bright MailMail

Mail Mail TrustTrustMail Mail TrustTrust

SpamSpamAssassinAssassin

SpamSpamAssassinAssassin

MSGMSGLabsLabsMSGMSGLabsLabs

Etc…Etc…Etc…Etc…

Spam Filters

Getting Started on the Right Path

Legal Requirement:CAN-SPAM Compliance

Controlling theAssault ofNon-SolicitedPornographyAndMarketing

CAN-SPAM

1. Don’t use false or misleading header information

2. Don’t use deceptive subject lines

3. Identify the message as an advertisement

4. Tell recipients where you’re located

5. Tell recipients how to opt out of receiving future email from you

6. Honor opt-out requests promptly

7. Monitor what others are doing on your behalf

Think Like an ISP

Sender Identification

DKIMSPF

Sender Reputation

IP Reputation

169.254.219.226 169.254.219.226

Shared IP Dedicated IP

SendGrid Tips and Tricks

Segment Traffic& Use Subusers

Monitoring Reputation

SenderScore

SNDS

SenderBase

SendGrid Tip

Feedback Loops Reply-to

Blacklists

How do I end up on a blacklist?

Spam Traps!(aka honey pots)

I’m on a Blacklist. Now what!?

Investigate

Document

Verify

Contact

Right Messageto the

Right Personat the

Right Timewith the

Right Frequency

Right Message

Bad HabitsVague subject line

Lack of personality

Unrecognizable “from” address

“Do-Not-Reply”

Good HabitsStrong Branding

Recognizable “from” address

Personality

Concise writing for easy scanning

Right Person

Poll #2

• Where do the addresses on your list come from?

• Communication sign-ups?

• Forms to receive content?

• Purchased/rented lists?

• Partner?

Do your recipients want and expect

your mail?

Purchased Lists

X

Automatically Sign People Up

X

Inviting Recipient’s Address Books

X

Sharing Lists with Partners

X

List Cleaning

Bounces

Soft Bounce Hard Bounce

SendGrid Tip

• Use the Event API to clean list

• SendGrid Reports

Right Time

Expectation & Anticipation

Right Frequency

Good Sending Cadence

Stay on the Beat!

Warming Up IPs

Learn More

• Upcoming Webinar:

- Highway to Hell - Top 10 Fastest Ways to Land in the Email Underworld

• Deliverability Guide

• SendGrid Delivered comes to Boston!

• blog.sendgrid.com

Questions?