neolane email deliverability best practices
DESCRIPTION
David Letemple, Senior Consultant - Deliverability Expert and Jean-Michel Radiskol, Chief Deliverability Officer, Neolane Email reputation and deliverability is a much an art as it is a science. Attend this session to strengthen your email deliverability skills and knowledge. Learn advanced technical tips & tricks to leverage Neolane’s rich deliverability feature set. Inbox rendering and monitoring, spam scoring, quality auditing, seed-list management, quarantining, whitelisting and throttling will no longer hold any secrets for you. Learn tangible and pragmatic measures to take to optimize your email deliverability strategy. Learn more: http://www.neolane.comTRANSCRIPT
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 1
Neolane Email Deliverability Best Practices
David Letemple & Jean-Michel Radiskol
Deliverability Experts
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 2
Marketing reputation
Marketing Reputation
Reputation
20% of opt in email messages are blocked by their recipients or by ISP anti-spam filters
recipientsadvertiser
Loss of reputation leading to blacklisting is due in 70% of cases to complaints from recipients
Message deliverability quality
Reputation is the key point: It is critical to implement solutions to monitor and improve it
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© Neolane - 17/06/2010 Neolane Evolution Paris 2010 3
Deliverability optimization cycle
Data qualityRelevant content
Sending infrastructureReputation monitoring
● Data collect
● Unsubscription process
● Managing bounce strategies
● Best practises
● Check HTML syntax
● Spam Scoring
● Inbox rendering
● Number of IPs / Domains configuration
● Classes of services
● Network configuration
● Authentication
● Campaign monitoring dashboard
● Inbox monitoring
● IPs monitoring dashboard
Neolane helps Companies improve their MarketingReputation through 4 major directions!
Neolane helps Companies improve their MarketingReputation through 4 major directions!
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 4
Deliverability optimization cycle
Sending infrastructure● Number of IPs / Domains configuration
● Classes of services
● Network configuration
● Authentication
Neolane helps Companies improve their MarketingReputation through 4 major directions!
Neolane helps Companies improve their MarketingReputation through 4 major directions!
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 5
Sending Infrastructure
In order to achieve maximal deliverability, the Neolane MTA implements all of today's SMTP extension standards aiming at securing and authenticating emails, namely:
Sender ID Framework
■ Microsoft’s Hotmail solution
Sender Policy Framework (SPF)
■ Similar to Microsoft’s Sender ID and has been adopted by several mainstream companies (AOL, Google, etc.)
DomainKeys & DomainKeys Identified Mail
■ Developed largely by Yahoo!
Each of these authentication mechanism can be turned on or off on a per domain basis, with a sensible default based on Neolane field expertise.
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 6
Deliverability optimization cycle
Data quality
● Data collect
● Unsubscription process
● Managing bounce strategies
Neolane helps Companies improve their MarketingReputation through 4 major directions!
Neolane helps Companies improve their MarketingReputation through 4 major directions!
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 7
Bounces management
Neolane handles Bounce strategies with different status:■ SMTP Hard bounce (e.g. user unknown) -> Blacklisted
■ SMTP Ignored bounce (e.g. too busy)
■ SMTP Soft bounce (e.g. mailbox full) -> Risk of Quarantine
Recipient address
Final status of recipient’s address
Quarantine status reason
Email communication that caused the quarantine
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 8
Deliverability optimization cycle
Relevant content
● Best practises
● Check HTML syntax
● Spam Scoring
● Inbox rendering
Neolane helps Companies improve their MarketingReputation through 4 major directions!
Neolane helps Companies improve their MarketingReputation through 4 major directions!
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 9
Check HTML syntax
Neolane provides tools to check and assist in controlling and resolving HTML code quality ■ These tools are integrated within Neolane Email Wizards
Without diagnostics With diagnostics
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Spam Scoring
Neolane’s SpamScoring performs a list of tests on outbound emails to determine whether the message could be considered as spam or not.
Neolane’s SpamScoring feature helps marketing users improve their outbound email communications
Neolane’s SpamScoring functionality is built-inemail doesn’t pass email OK to go!
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Inbox Rendering / Inbox Testing
This feature determines :■ how your campaign will look like across the main ISP on the market
■ The folder in which messages has been received
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 12
Deliverability optimization cycle
Reputation monitoring
● Campaign monitoring dashboard
● Inbox monitoring
● IPs monitoring dashboard
Neolane helps Companies improve their MarketingReputation through 4 major directions!
Neolane helps Companies improve their MarketingReputation through 4 major directions!
© Neolane - 17/06/2010 Neolane Evolution Paris 2010 13
Thank you!
Contact Information
Jean-Michel Radiskol
Chief Deliverability Officer