a marketer's guide to the 4 isp's
TRANSCRIPT
A Marketer's Guide to the "Big Four" ISPs
Matt RausenbergerSr. Director, Deliverability ConsultingReturn Path, [email protected]
eec Co-ChairDeliverability & Compliance Roundtable
PSVillage Co-ChairDenver Chapter
We Will Cover:→ Common Truths about Email & Receivers→ Compare/Contrast ISPsReputation Spam FilteringFeedback LoopsEngagementInfrastructurePrioritized deliveryPartners
→ Best Practices
A Few Common Truths About Email and Receivers
7. ISPs have a tough time sorting the good, the bad, and the ugly email
Common Truths About
Email and Receivers
6. ISPs will mediate with senders if subscribers are engaged and vocal about your email deliver (Detailed Info is needed to support your case)
5. Batch and blast is a thing of the past
4. Engagement is important
3. ISPs put a heavy weight on a sender’s IP reputation
2. 99 / 100 deliverability issues are the sender’s problem
1. ISPs are focused on providing a great email experience to mailbox users
Reputation FactorsList HygieneInfrastructure
Content Engagement
IP Permanence
Complaints
#1 ISP with 350 million active users / 1 billion mailboxesHoTMaiL launched in 1996; acquired by Microsoft in 19978 billion emails per day for all domains
#2 ISP with 280 million users / 320 million with its partnersY! launched in 1995 but email came later
#3 ISP with 193 million usersLaunched beta 2004 and general public in 2007Fastest growing ISP
#4 ISP in size Email launched in early 90’sGlobal presence is about half that of the top three ISPs
Fun Facts
Spam Filtering
Patented SmartScreen anti-spam filtering technology
Panel data (Active Users)
Junk or Not Junk Votes
URL Content Filtering
Spam Guard Technology
All Aspects of Reputation
Heavy Emphasis on URL Content and User Complaints (Trusted Voter Community)
Engagement
Domain and IP Consideration
Home-grown, learned system
“This is Spam” vs. “This is not Spam” Votes
Domain and IP Consideration
Home-grown
Focus mainly on IP
“This is Spam” vs. “This is not Spam” Votes
Invalid recipients or Unknown Users
Engagement
Keep Complaints to a Minimum
BestPractice
Methods to Reduce Complaints
Set expectations
Respect unsubscribe requests
Be recognizable
Send relevant content
Analyze complaint data
Feedback LoopsSet industry standard for FBL application
Junk e-Mail Reporting Program (JMRP)
FBL’s by individual domain (requires DKIM)
No FBLsList Unsubscribe
Panel Data Shapes their FiltersHow active subscribers are with the mailConsiderations for Mail Placement (Inbox vs. Junk Folder)
Trusted Voter CommunityIn-house solution, coupled with a 3rd Party Filters
“This is Spam” vs. “This is not Spam” VotesPriority Inbox
Analyzed engagement for a long period of timeSimilar to Yahoo!Engagement Trumps Complaints
Engagement
Understand Engagement
BestPractice
Maintain Your List
Spam Traps
Complaints
Inactives
Win-back
Acquisition
BestPractice
Import Address
Book
Consistent Hygiene Review your data collection
processes and modify if necessary Use Confirmed Opt-In Segment new subscribers on IPs Monitor unknown user rate Grow your list organically Review your internal bounce
categorization routine Monitor sending logs Monitor Blacklists
Sender IDDKIM look up when SID does not passThrottles mail from new IPs
Reviews both DKIM and SPFMax of 20 messages per SMTP connectionreject if open relay or open proxies
SPF, DKIM and DomainKeysFrom matches d= in DKIM recordShared IPs should sign DKIM w/ Unique domain
Both DKIM and SPF is best practiceDKIM will help maintain reputation across IPsFail of both SPF and DKIM = Spam folder
Sending Requirements & Authentication
Utilize a Solid Sending Infrastructure
BestPractice
Maintain Sending Permanence
Best Practice
BestPractice
Sending ReputationTools
Microsoft SNDS
AOL Reputation Check Tool
Return Path Sender Score
Gmail List-Unsubscribe Link Enabled
Prioritized DeliveryNo internal WhitelistReturn Path’s Email Certification Program
Yahoo offers an internal WhitelistReturn Path’s Email Certification Program
No WhitelistPriority Inbox
Partners
Partners
Sympatico (Bell Canada)
Partners
Sympatico (Bell Canada)
AT&T (BellSouth, SBC, Ameritech)VerizonRogers, BT, TNZ, and Nokia
Partners
Sympatico (Bell Canada)
AT&T (BellSouth, SBC, Ameritech)VerizonRogers, BT, TNZ, and Nokia
ig.br virginmedia.com sify.com
Partners
Sympatico (Bell Canada)
AT&T (BellSouth, SBC, Ameritech)VerizonRogers, BT, TNZ, and Nokia
ig.br virginmedia.com sify.com
CompuServeNetscape
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