Download - Email Marketing 201 - Pinpointe
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Email Marketing 201Tips to Increase Email Delivery (aka “Why Good Email Goes Bad”)
March, 2009
Gary Halliwell
CEO, NetProspex
(888) 826-4877
Craig Stouffer,
Pinpointe Email Marketing
(408) 834-7577 x125
www.twitter.com/pinpointe
www.pinpointe.com/blog
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Agenda
� CAN-SPAM: Myths and Truths
� Overview: Email Delivery Architecture
� What Affects Email Delivery?
◦ Reputation
◦ Authentication / Authorization
◦ Content
◦ Sending Technology
� Pinpointe / NetProspex Solution
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1. Bans false / misleading header information
2. Prohibits deceptive subject lines
3. Requires opt-out method for recipients(*)
4. Identify unsolicited commercial email as advertisement
5. Must include sender's postal address (P.O. box OK)
http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm
Or call toll-free,
1-877-FTC-HELP
1-877-382-4357
CANCAN--SPAM SPAM -- ProvisionsProvisions
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Email Delivery Architecture
Sender
DNS
SPAM Databases
Other Email
Recipients
(feedback)
ESP Servers Email
Firewall
Server
feedback
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Bet you thought is was simple!
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Create / Send Email (Using an ESP)
� Create email w/ external HTML editor or online editor
� Best results: create “multi-part version” (Text + HTML)
� Run spam checker (Pinpointe feature)
� Use Pinpointe previewer to preview in various email clients (Outlook ’03, Outlook ’07, Yahoo, etc)
� Schedule / send away!
� Email merge occurs – emails sent from ESP mail servers
Sender
ESP Servers
� Tip: “MTA” means ‘Mail Transfer Agent – a fancy name for an email server (typically outbound)
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Email Received by Email Firewall
� Email received by recipient’s corporate spam filter
� Spam filter (email firewall) checks:
◦ Reputation of sending email server(s)
◦ Sending mail server settings
◦ Authenticates (Are you who you say you are?)
◦ Content filter / spam score (Spamassassin)
� If all tests pass –> next step (YEAH!)
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� Aggregated reputation information
� Reputation of sending email server IPs
� Blacklisted URLs? Domain?
� Any ‘SPAM honeypot hits? (Gary)
� Historic bounce rates against domain?
� Complaint rates against sender? (<.1%)
� Is domain legit?
� How long has domain been registered?
� When does domain expire?
� Do reverse DNS entries match?
� Is sender on global white-list?
� If PASS -> Forward to local inbox (YEAH!)
Check with SPAM Repositories1 2
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Local SPAM Filter / Inbox (Finally!)
Local Inbox Filter
� Applies local / personal settings
� Is sender locally white-listed?
� … In address book?
� Is sender /sending domain locally blacklisted?
� Have I marked previous emails from sender as SPAM?
� Often runs a local content filter with local settings
If you pass all this… You’ve made it to the in inbox!
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� ReturnPath claims >70% of decision to forward is based on reputation
� What factors into “reputation”?
� User complaints (‘this is SPAM’ button)
� Length of time domain has been operating
� When domain expires (length)
� Volume, size of messages over time
� Number of bounces, spam honeypot hits
� Third party reputation lists (black/white lists)
� Known bad URLs/links, and domains
Email Delivery: ReputationEmail Delivery: Reputation
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� Are the sending email servers authorized to send on behalf of your domain?
� Protects against email servers being ‘hijacked’or “spoofed” for phishing attacks, scams etc
� Two standards:
� Sender ID (Microsoft) and
� ‘Sender Policy Framework’ (“SPF”)
� Different standards but use compatible format
What is Email Authorization?What is Email Authorization?
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� SPF is an open standard
� SenderID is ‘championed’ by Microsoft (msn, hotmail)
� Verifies servers sending email are authorized to send on behalf of the domain
� How?
� Domain admin publishes SPF record in top-level-domain DNS record
� A ‘TXT’ entry in the DNS record
� The TXT Entry lists servers authorized to send
� For more information:
� www.openspf.org
� old.openspf.org
� www.microsoft.com/senderid/wizard
Authorization Authorization –– What SPF DoesWhat SPF Does
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� Sender transmits email
� Receiver's mail server receives email.
� Server checks which domain claims to have sent the message
� Server checks DNS record; verifies SPF record of sending domain
� Does sending server's IP address match IP addresses in published SPF record?
� If the IP addresses match, email is delivered
� If addresses do not match, � email fails
SPF Authorization: SPF Authorization:
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� Domain = mycompany.com, registered w/GoDaddy.com
� Your ESP is Pinpointe (pinpointe.com)
� Go to old.openspf.org/wizard – SPF tool
Authorization Authorization ––SPF ExampleSPF Example
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� Now… Go to GoDaddy.com
� Modify DNS entry for mycompany.com
� Select ‘Add a TXT Entry / SPF Record’
� Add entry from old.openspf.org/wizard:
"v=spf1 a mx include:pinpointe.com ~all"
� You’re done!
� For specific details check our blog – search for SPF:
� www.pinpointe.com/blog
Authorization Authorization ––SPF Example SPF Example (cont)(cont)
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� Authentication: Are you who you say you are?
� Also protects against server hijacking/spoofing for phishing attacks, scams etc
� Crypto solutions:
� Domain Keys (DK)
� DKIM (www.dkim.org)
� Requires storage of public/private “keys”
� Public key -> DNS record (like SPF)
� Private key -> sending email servers
� Process operates similar to SPF
� Required by some consumer domains today
Email Authentication: Email Authentication:
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� What is the impact of not doing these today?
� No absolute answer – many variables
� Imperially – 3% ~ 5% of emails ‘lost’ to enterprise domains today (source: Pinpointe)
� Higher drop-off for consumer domains now
� Will be broadly implemented by enterprise spam filters in the next ~12 months
� Non-compliant systems will see dramatic fall-off in delivery
� Best to be prepared with an ESP that can help
Authentication/Authorization: Impact Authentication/Authorization: Impact
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� Covered in Email Marketing 101 Webinar:http://www.pinpointe.com/resources/webinar-email-marketing-101-01-
21-09
� Analyzes email content for “spammy” phrases
� Often based on spamassassin engine
� Examples and tips covered in previous webinar
� Link to spamassassin tests:http://spamassassin.apache.org/tests_3_2_x.html
� Tip: Always use your ESP’s online SPAM checker – worth the extra 3 minutes!
Email Delivery: ContentEmail Delivery: Content
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What is required by ESP servers?
� Proper IP address configuration
� DNS / Reverse DNS settings are correct
� Properly formed “envelope header”From/Reply-to
� Ability to moderate sending rates to match receiving domain’s limits (e.g. – many receiving domains set receiving domain rate limits)
� Dedicated IPs and/or IP classes of service
� Why? Errors can cause emails to be filtered
� Spammers don’t do these right!
Email Delivery: InfrastructureEmail Delivery: Infrastructure
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� Email delivery is more than just content filtering
� Our Philosophy:
“Catch a man a fish, feed him for a day, teach a man to fish – feed him for a lifetime”
� If you understand email delivery, you will:
� Design better / more efficient emails
� Select vendors more intelligently
� Improve delivery / response rates / ROI
� Resources-Real-time twits – Q&A
www.twitter.com/pinpointeReal-time posts – top Q&A
www.pinpointe.com/blog
SummarySummary
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� List industry◦ Offline, no transparency, rental
� Traditional online◦ C-level focus, often lack email
� Networking tools - for relationship sales◦ Limited by user membership or web coverage
� User generated - great for transactional sales◦ Most in-depth. Look for ensured data quality
List Sourcing ChoicesList Sourcing Choices
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� 3.2MM+ decision makers
� User-generated
� 250,000 new per month
� 100% Validated
� All job titles & industries
� Title, email & phone
� Buy or recycle
What Sets NetProspex Apart?What Sets NetProspex Apart?
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Recycling: Fast, Easy, Free!Recycling: Fast, Easy, Free!
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What Sets Pinpointe Apart?What Sets Pinpointe Apart?
• On-Demand Hosted Email Service Provider
• Service B2B companies:• Sophisticated email marketing needs
• Not ready to use / fund complex marketing automation
• Feature Rich: Easy-to-use, WYSIWYG Editor, reporting, service
• Permit non-opt-in B2B lists from qualified vendors
• Provide strategic advice, guidance to improve results
• More than 5,000 companies using Pinpointe platform
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Delivery & TrackingDelivery & Tracking(Pinpointe Dashboard)(Pinpointe Dashboard)
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Delivery & TrackingDelivery & Tracking
(Pinpointe Dashboard)(Pinpointe Dashboard)
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NetProspex / Pinpointe SolutionNetProspex / Pinpointe Solution
� Set up Trial Account with Pinpointe / NetProspex
� Get up to 100 NetProspex records
� Use trade-in credits to get more contacts
� Pinpointe will create trial account and:
◦ Upload records
◦ Send up to 2,000 emails
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Contact InformationContact Information
NetProspexGary Halliwell, CEO
(888) 826-4877
www.netprospex.com
PinpointeCraig Stouffer
408-834-7577 x125
www.pinpointe.comwww.twitter.com/pinpointewww.pinpointe.com/blog
For questions, or to request a trial account, please contact: