Greg Kraios Bio!

Industry Experience!!§  Original Deliverability Analyst at ExactTarget!

§  Founder / Consultant at Den of Deliverability!

§  Founder / CEO at 250ok!  

      Deliverability History!

2015 2014 2013 2010 2005 2003 1998 1996 1985

AOL founded

MAPS founded

Keyword filtering

developed

CAN-SPAM became a

law

Spamhaus founded

Reputation filtering

developed

Engagement filtering

developed

95% of all email is

considered SPAM

CASL: Canadian Anti Spam Legislation

First CASL violation - $1.1M fine

First spam email sent

1978

      Content Filtering!

Things Mailbox Providers Care About:!!§  Domains within the message!§  Attachments!§  HTML validity!

!Things Mailbox Providers DON’T Care About:!

§  Keywords like “free” or “Viagra”!§  ALL CAPS!§  Punctuation like “!!!”!

      Reputation Filtering!

Complaints: Recipients that mark your messages as spam (clicking the spam button).!!Invalid Accounts: Accounts that are no longer active.!!Spam Traps: 2 primary types:!

!§  Pristine: Accounts or domains that have never been used

by human beings to receive mail.!!§  Recycled: Accounts that were once used by human

beings, deactivated due to abandonment (mail would be bounced during this period) and reactivated to receive mail.!

      Engagement Filtering!

Positive Engagement Metrics:!

§  Replies!§  Forwards!§  Starring!§  Opens!§  Move to a folder!§  Address Book inclusion!§  “Not Spam” clicks!!!Negative Engagement Metrics:!!§  Spam complaints!§  Deleting without opening!

      Then  vs  Now  

Then:!!

Opt-out mailings!

Batch and blast!

Keyword filtering!

Global filtering!

No authentication!

No data sharing!

Now:!!

Permission mandatory!

Segmented and targeted!

Reputation and engagement filtering!

Local and global filtering!

Authentication critical (SPF, DKIM and DMARC)!

FBLs, SNDS, Gmail Postmaster tools!!

      Our  Tools  

§  Inbox  Informant:  Monitors  Inbox  placement  at  mailbox  providers  and  spam  filtering  companies  around  the  world.  

§  Design  Informant:  Displays  how  your  HTML  renders  across  various  mail  clients  and  devices.  

§  Email  Informant:  Provides  various  engagement  analy@cs  (how  long  was  a  message  open,  what  browser  or  mail  client  was  used  to  interact  with  the  message,  IP  geoloca@on,  etc.)  

§  Reputa=on  Informant:  §  Monitors  IP  addresses  and  domains  against  various  public  

blacklists.  §  Monitors  spam  trap  hits  from  various  sources.  §  Aggregates  postmaster  data  from  various  mailbox  providers.  §  Helps  publish  a  DMARC  record  and  parses  various  threat  data  into  

a  single  report.  

      Tips  for  Success  

Things To Do:!!§  Obtain explicit permission.!§  Set content and frequency expectations.!§  Send a welcome message.!§  Include an Address Book strategy.!§  Pay attention to basic signals (opens, clicks, bounces,

complaints, unsubscribes, etc.).!§  Monitor external signals (Inbox placement, spam trap hits,

blacklist monitoring, etc.).!§  Develop a workable path to transition from a “Classic

Marketer” to a "Contextual Marketer.”!

      Ques=ons  

Fire away!!