ask an expert! getting started with email deliverability
DESCRIPTION
Did you know that 20% of email goes undelivered? This isn't just marketing email, but password confirmations, shipping receipts, registration confirmations and other critical transactional messages. How do you think your customer's feel when mail they want never arrives? Get real advice on how to: Boost the ROI of your email programs Prevent missteps that could get you blacklisted Drive customer engagement Build a clean and sustainable listTRANSCRIPT
Ask an Expert:Getting Started with Email Deliverability
Presenters:
Corey GoodCustomer Success Representative
Danny RandaInbound Marketing Manager
Date: 2/13/13
HousekeepingReadyTalk Conference Tools Console
•View in Full Screen Mode
Poll Questions
•Answer live poll questions by clicking on the buttons
•Responses are anonymous
Questions for Danny and Corey
•Ask questions by using the CHAT function
•When the presentation begins, you will see the chat box as a floating window to use at any time
•We will answer as many questions as possible and those that we don’t get to in a follow up blog post
Follow Up
•You will get an email with a link to the recording and a copy of all slides
Company Overview
• Founded July 2009
• TechStars graduate(Boulder, CO)
• 110 employees across 4 offices– HQ: Boulder, CO– R&D: Anaheim, CA / Romania
$27M venture capital raisedSeries B closed Jan 2012
Angel investors include:-Scott Petry (Founder, Postini)-Matt Mullenweg (Founder, Wordpress)
3
Delivering Email at Scale
Serving 100,000+ customers
Sending over 7 billion emailsper month
Transactional and marketing email solutions
4
Today’s Speakers
Danny RandaInbound Marketing [email protected]@dannyranda
Corey GoodCustomer Success [email protected]
Poll Question #1
• How does your company currently manage their email delivery?–I don’t know!–We use our own servers and technology–We use SendGrid–We use another service provider
Why Should I Care About Email Deliverability?
20% of wanted commercial email goes undelivered.
Types of Email
Transactional EmailConfirmationsConfirmations
AlertsAlerts NotificationsNotifications
ReceiptsReceipts
Password DeliveryPassword Delivery
Account VerificationsAccount Verifications
StatementsStatements Shipping Shipping NotificationsNotifications
RemindersReminders
CancellationsCancellations
UpdatesUpdates
AnnouncementsAnnouncements
Marketing Email is Not Just Spam!
Slow and Steady Wins the Email Race
Email isn’t Going Anywhere
Email Deliverability:Easy, right?
Your Mail Server
Still easy, right?
AOLAOLAOLAOL
YahooYahooYahooYahoo
GoogGoogGoogGoog
LiveLiveLiveLive
.edu.edu.edu.edu
Etc…Etc…Etc…Etc…
ISPs
Spam Folder
Your Mail Server
Hmm...
AOLAOLAOLAOL
YahooYahooYahooYahoo
GoogGoogGoogGoog
LiveLiveLiveLive
.edu.edu.edu.edu
Etc…Etc…Etc…Etc…
ISPs
Spam Folder
Your Mail Server
Um...
AOLAOLAOLAOL
YahooYahooYahooYahoo
GoogGoogGoogGoog
LiveLiveLiveLive
.edu.edu.edu.edu
Etc…Etc…Etc…Etc…
ISPs
Spam Folder
Your Mail Server
SpamhausSpamhausSpamhausSpamhaus
SURBLSURBLSURBLSURBL
InvaluementInvaluementInvaluementInvaluement
CBLCBLCBLCBL
SPAMCOPSPAMCOPSPAMCOPSPAMCOP
Etc…Etc…Etc…Etc…
BlackLists
Help!
AOLAOLAOLAOL
YahooYahooYahooYahoo
GoogGoogGoogGoog
LiveLiveLiveLive
.edu.edu.edu.edu
Etc…Etc…Etc…Etc…
ISPs
Spam Folder
Your Mail Server
SORBSSORBSSORBSSORBS
BSBBSBBSBBSB
CBLCBLCBLCBL
PSBLPSBLPSBLPSBL
SPAMCOSPAMCOPP
SPAMCOSPAMCOPP
Etc…Etc…Etc…Etc…
BlackLists
GoogGoogGoogGoog
McAfeeMcAfeeMcAfeeMcAfee
Mail Mail TrustTrustMail Mail TrustTrust
SpamSpamAssassinAssassin
SpamSpamAssassinAssassin
CloudmarkCloudmarkCloudmarkCloudmark
Etc…Etc…Etc…Etc…
Spam Filters
Where Does SendGrid Fit In?
AOLAOLAOLAOL
YahooYahooYahooYahoo
GoogGoogGoogGoog
LiveLiveLiveLive
.edu.edu.edu.edu
Etc…Etc…Etc…Etc…
ISPs
Spam Folder
Your Mail Server
SORBSSORBSSORBSSORBS
BSBBSBBSBBSB
CBLCBLCBLCBL
PSBLPSBLPSBLPSBL
SPAMCOSPAMCOPP
SPAMCOSPAMCOPP
Etc…Etc…Etc…Etc…
BlackLists
GoogGoogGoogGoog
Bright Bright MailMail
Bright Bright MailMail
Mail Mail TrustTrustMail Mail TrustTrust
SpamSpamAssassinAssassin
SpamSpamAssassinAssassin
MSGMSGLabsLabsMSGMSGLabsLabs
Etc…Etc…Etc…Etc…
Spam Filters
Getting Started on the Right Path
Legal Requirement:CAN-SPAM Compliance
Controlling theAssault ofNon-SolicitedPornographyAndMarketing
CAN-SPAM
1. Don’t use false or misleading header information
2. Don’t use deceptive subject lines
3. Identify the message as an advertisement
4. Tell recipients where you’re located
5. Tell recipients how to opt out of receiving future email from you
6. Honor opt-out requests promptly
7. Monitor what others are doing on your behalf
Think Like an ISP
Sender Identification
DKIMSPF
Sender Reputation
IP Reputation
169.254.219.226 169.254.219.226
Shared IP Dedicated IP
SendGrid Tips and Tricks
Segment Traffic& Use Subusers
Monitoring Reputation
SenderScore
SNDS
SenderBase
SendGrid Tip
Feedback Loops Reply-to
Blacklists
How do I end up on a blacklist?
Spam Traps!(aka honey pots)
I’m on a Blacklist. Now what!?
Investigate
Document
Verify
Contact
Right Messageto the
Right Personat the
Right Timewith the
Right Frequency
Right Message
Bad HabitsVague subject line
Lack of personality
Unrecognizable “from” address
“Do-Not-Reply”
Good HabitsStrong Branding
Recognizable “from” address
Personality
Concise writing for easy scanning
Right Person
Poll #2
• Where do the addresses on your list come from?
• Communication sign-ups?
• Forms to receive content?
• Purchased/rented lists?
• Partner?
Do your recipients want and expect
your mail?
Purchased Lists
X
Automatically Sign People Up
X
Inviting Recipient’s Address Books
X
Sharing Lists with Partners
X
List Cleaning
Bounces
Soft Bounce Hard Bounce
SendGrid Tip
• Use the Event API to clean list
• SendGrid Reports
Right Time
Expectation & Anticipation
Right Frequency
Good Sending Cadence
Stay on the Beat!
Warming Up IPs
Learn More
• Upcoming Webinar:
- Highway to Hell - Top 10 Fastest Ways to Land in the Email Underworld
• Deliverability Guide
• SendGrid Delivered comes to Boston!
• blog.sendgrid.com
Questions?