19 Email Deliverability Terms Every Marketer Should Know

Download 19 Email Deliverability Terms Every Marketer Should Know

Post on 15-Jul-2015

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  • 19 EMAIL DELIVERABILITY

    term

    s

    you should know

  • JENNIFER YORKE Sales Trainer

    @jenniferyorke

    Im Jenn Yorke. Nice to meet you.

  • CAN-SPAM - 2003 Federal law

    Standards

    for sending

    COMMERCIAL

    email

    1

  • The ability to GET AN EMAIL into the intended recipients INBOX

    DELIVERABILITY - action

    2

  • ACCEPTANCE RATE

    The PERCENTAGE of

    emails that are

    ACCEPTED by

    a mail server

    - it doesnt mean it got to the inbox 3

  • SENDER POLICY FRAMEWORK

    A Domain Name Server (DNS)

    record that says an IP or

    domain CAN SEND EMAIL

    on my behalf

    - technical stuff 4

  • WARMING UP AN IP

    When you send an ever

    - so you can get email into an inbox

    increasing number of emails out of an IP address

    in order to build up the IPs REPUTATION

    5

  • Return Paths

    REPUTATION rating

    of 0-100 for

    every outgoing

    mail server IP

    SENDER SCORE - Low score? Good luck getting into an inbox

    6

  • HARD BOUNCE

    A permanent

    FAILURE to deliver

    an email

    - like hitting a brick wall 7

  • SOFT BOUNCE

    TEMPORARY problems

    with email delivery

    After 72 hours it turns

    into a Hard Bounce

    - like hitting a softer brick wall

    Image credit: Gayle N

    8

  • Usually involves taking

    a form ENTRY and

    immediately adding that

    person to a live email list

    SINGLE OPT IN

    - youre in! 9

    Image credit: Dystopos

  • DOUBLE OPT IN

    For a user to be added to

    an email list, she gets

    sent an email with a

    CONFIRMATION link.

    After the user clicks the link,

    she gets added to the ongoing

    email communication.

    - confirm youre in! 10

  • SPAM

    NOT ASKED FOR or

    not work-safe email

    - junk

    11

  • SPAM REPORT

    When someone

    receives your email

    and labels it asSPAM

    - feedback 12

  • BLACK LIST

    A list that

    denotes a

    sender as a

    SPAMMER

    - a very bad thing

    13

  • HONEY POT

    A planted

    email address

    designed to CATCH

    spammers

    - trouble 14

  • HAM

    Email that is generally desired

    and isnt considered spam.

    - good stuff

    Image credit: Sifu Renka

    15

  • SPAM TRAP

    For a time, email that hits a dead email

    address will return

    a hard bounce.

    When the mail server sees traffic

    going to the dead address,

    it can turn the email into a Spam Trap,

    accept the email &

    report the sender as a SPAMMER.

    - It all starts with a dead email 16

  • OPEN RATE

    When someone

    clicks on an email,

    the PIXEL (image)

    loads and is

    counted as an open

    - measured with a hidden pixel

    17

  • READ LENGTH

    The length

    of TIME

    when a

    person opens

    an email,

    until they

    close it

    - do they like your content? 18

  • DKIM

    A method for associating a DOMAIN

    name to an email message

    - digital signature

    Image credit: DwarfVader

    19

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    http://bit.ly/HS-Email