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How Do ISP Changes Impact Your Email?
Jill BastianTraining and Education Manager
@VR4Smallbiz
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Agenda
• Why know this?
• What to know for different ISPs
• Now what?
• Resources and Q&A
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Why Does This Matter?
• Delivery is everything.
• In addition to anti-spam laws, you need to comply with the demands of the ISPs.
• Inbox changes can impact how your subscribers interact with your email.
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Gmail
• Auto-Unsubscribe
• Tabs
• Images
• Inbox
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Gmail - Unsubscribe
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Gmail - Tabs
Tabbed inbox and Grid view.
Tabs
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Gmail - Tabs
Emails are organized by type into 5 tabs. They can be moved to other tabs if needed.
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Gmail - Inbox
• Bundles email types Promos Purchase Travel Custom
• Snooze Emails until later• Pin emails you need to interact with• Invite only right now
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What Does This Mean for You?• Tabs could impact when your email is seen
• Higher open rates on Gmail compared to the past
• Less spam complaints
• Inbox could mean you need to send your email earlier
Verify your Google+ account
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Yahoo!
• Made authentication changes last year
• Your From address can’t be masked – you must be mailing from Yahoo! to use @yahoo.com.
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AOL
• Similar to Yahoo! authentication changes
• From address can only be @aol.com when mailing from that domain.
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What does This Mean for You?
• Don’t use AOL or Yahoo! email addresses as your From address.
• More ISPs are expected to make these same changes.
• Consider segmenting your list for these domains if you’ve just changed your from address.
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DMARC
• Means: Domain-based Message Authentication, Reporting & Conformance
•
Uses both Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) to check that the From address matches with what is known about the sender.
• DMARC.org
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And Always…
• Keep your list clean!
• Use only opted in email addresses.
• Stay within anti-spam laws where ever you’re sending your emails.
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Resources
• VR Marketing blog – Verticalresponse.com/blog
– Breaking News
• Litmus - https://litmus.com/blog/
• Email on Acid -https://www.emailonacid.com/blog
• MAAWG.org
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