steam learn: email deliverability
TRANSCRIPT
30th of October 2014
Email deliverabilityHow can my email reach the recipient’s inbox?
by Pierre Cornic
30th of October 2014
Email deliverability
1. It’s not that easy
2. Deal with bounces
3. Avoid SPAM filters
4. Great tools to help you
30th of October 2014
1- It’s not that easy
“(...) It is important to note that just because the mail was accepted for delivery, it does NOT mean the mail will actually reach the intended destination.”
http://fr.php.net/mail
Is calling <?php mail(); ?> enough?
30th of October 2014
1- It’s not that easy
Bounces
● Wrong email address● Recipient mailbox full● Mail server unavailable
What could go wrong ?
SPAM
● SPAM folder● Blocked by ISP
30th of October 2014
Email deliverability
1. It’s not that easy
2. Deal with bounces
3. Avoid SPAM filters
4. Great tools to help you
30th of October 2014
2- Deal with bounces
➢ Hard bounce○ Permanent rejection○ For example “Mailbox does not exist”
➢ Soft bounce○ Mail server temporarily unavailable to receive○ Automated retry○ Can lead to hard bounce
2 types of bounces
30th of October 2014
2- Deal with bounces
● Bounces (soft and hard) impact your IP/domain reputation.
● Sender IP or domain may be blocked.
Why it does matter?
Acceptable bounce rate is below 2%!
30th of October 2014
2- Deal with bounces
● Stop sending to these addresses○ Create mailbox for bounce notification○ Periodically retrieve them and update emails
● Validate emails at subscription
● Do not buy lists or use crawlers to find emails
Reduce bounce rate
30th of October 2014
Email deliverability
1. It’s not that easy
2. Deal with bounces
3. Avoid SPAM filters
4. Great tools to help you
30th of October 2014
3- Avoid SPAM filters
● No unified policy across ISP● SPAM rules evolve over time● Your IP/domain reputation changes
When will my email go to SPAM?
A. Validate sender identityB. Write a good email contentC. Inform the recipient and provide easy opt out
Best practices
30th of October 2014
3- Avoid SPAM filters
● No unified policy across ISP● SPAM rules evolve over time● Your IP/domain reputation changes
When will my email go to SPAM?
A. Validate sender identityB. Write a good email contentC. Inform the recipient and provide easy opt out
Best practices
30th of October 2014
3- Avoid SPAM filters
What is it?● Indicates who can send email for a domain● Published DNS TXT record
Use it!➢ Check your domain: http://mxtoolbox.com/spf.aspx➢ Build your SPF : http://www.spfwizard.net/
A. Validate sender identity with SPF
SPF = Sender Policy Framework
30th of October 2014
3- Avoid SPAM filters
What is it?● Private key on mail server, public key in DNS● Adds a signature to your email header● Validates content and origin● Removes ”sent via” header
A. Validate sender identity with DKIM
DKIM = Domain Keys Identified Mail
30th of October 2014
3- Avoid SPAM filters
What is it?● Private key on mail server, public key in DNS● Adds a signature to your email header● Validates content and origin● Removes ”sent via” header
Use it!➢ Generate public/private key: http://www.socketlabs.com/domainkey-
dkim-generation-wizard/➢ Publish 2 DNS TXT records
A. Validate sender identity with DKIM
30th of October 2014
3- Avoid SPAM filters
Policy record:_domainkey.inovia.fr IN TXT o=~;
Key record(s):test._domainkey.inovia.fr IN TXT k=rsa; p=MIGfMA0GCSqGSIb3DQEBAQUAA4GNADCBiQKBgQDTCSGHCtKkd+Kwj30llDAiZ0JvU2M+ZZD3YQRA6EEQgCzwd/XDJp9etuoIn7Am7p4wZYn13N35ebu1X/ul5z6O/DyY5SaoNsVr+b79UesrzgRXwwDaWbsKnbmDQJmuU8kVdhiYhIzbbcf8Xz6L5pbe1rWhfMYivGGpcL94GmM9GQIDAQAB
A. Validate sender identity with DKIM
Use it!
30th of October 2014
3- Avoid SPAM filters
● No unified policy across ISP● SPAM rules evolve over time● Your IP/domain reputation changes
When will my email go to SPAM?
A. Validate sender identityB. Write a good email contentC. Inform the recipient and provide easy opt out
Best practices
30th of October 2014
3- Avoid SPAM filters
B. Write a good email content
Guidelines● Short subject (35 to 50 characters)● No spammy words (free, sale, cash, etc.)● Avoid CAPITALIZED LETTERS● Not too much images● Good spelling and no HTML errors● Avoid using too much bold, red font, !, ?, €
30th of October 2014
3- Avoid SPAM filters
● No unified policy across ISP● SPAM rules evolve over time● Your IP/domain reputation changes
When will my email go to SPAM?
A. Validate sender identityB. Write a good email contentC. Inform the recipient and provide easy opt out
Best practices
30th of October 2014
3- Avoid SPAM filters
In short: “Please, please, don’t click on the little “SPAM” button !”
Guidelines● Remind the recipient why he receives your email● Tell him who you are (address of company is mandatory in your
email)● Provide him a simple unsubscribe link
C. Inform recipient and provide easy opt out
30th of October 2014
Email deliverability
1. It’s not that easy
2. Deal with bounces
3. Avoid SPAM filters
4. Great tools to help you
30th of October 2014
Marketing email
● Bulk emails● Sent to a list of people● Promotions, new products, etc.
4- Great tools to help you
Transactional email
● One to one email● Results of a user action● For example: password reset,
order confirmation
Different types of emails, different tools
30th of October 2014
4- Great tools to help you
Transactional email services
● Mandrill (free up to 12 000 emails/month)
● Sendgrid (free up to 200 emails/day)
● Postmark (25000 first emails free)
● Mailjet (free up to 12 000 emails/month)
● Customer.io (free up to 200 email contacts)
Provide DKIM, unsubscribe, bounce, open and click tracking.
30th of October 2014
4- Great tools to help you
Marketing email services
● Mailchimp (free up to 2 000 subscribers)
● Mailjet (free up to 12 000 emails/month)
● Vertical response (free up to 1000 subscribers)
● Customer.io (free up to 200 email contacts)
Provide DKIM, unsubscribe, bounce, open and click tracking.
30th of October 2014
➢ It’s not that easy
➢ You have to deal with bounces
➢ You shall avoid SPAM filters
➢ And now you have great tools for that !
➢ And you know why it matters
Conclusion
30th of October 2014
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