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  • 7/26/2019 Email Deliverability Review

    1/20COPYRIGHT:THE DIRECT MARKETING ASSOCIATION (UK) LTD 2012

    WHITE PAPEREMAIL DELIVERABILITY REVIEW

    1

    White Paper

    Email Deliverability Review

    Published by

    Deliverability Hub of the

    Email Marketing Council

    dmawe are the

    Sponsored by

  • 7/26/2019 Email Deliverability Review

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    WHITE PAPEREMAIL DELIVERABILITY REVIEW

    COPYRIGHT:THE DIRECT MARKETING ASSOCIATION (UK) LTD 20122

    ContentsAbout this document . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .3

    About the authors . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . .4

    Sponsors perspective . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .5

    Executive summary . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . .6

    1. Major factors that impact on deliverability . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . .7

    1.1 Sender reputation . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .7

    1.2 Spam filtering . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . .7

    1.3 Blacklist operators . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .8

    1.4 Smart Inboxes . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . .9

    2. Ten steps to improved deliverability . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . .11

    2.1 Improve Data Collection . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . .11

    2.2 Implement Authentication . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. .11

    2.3 Monitor Your Sender Reputation . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .12

    2.4 Manage Your IP Addresses Carefully . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . .132.5 Practise Good List Hygiene . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . .13

    2.6 Use Complaint Feedback Loops . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .14

    2.7 Monitor Blacklists . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .15

    2.8 Reduce Spam Complaints . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . .. . .15

    2.9 Conduct Pre-Broadcast Testing . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .16

    2.10 Accreditation Schemes . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. .17

    Further reading & useful links . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. .18

    About the DMA . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. .20

    About Return Path. . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . .21

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    WHITE PAPEREMAIL DELIVERABILITY REVIEW

    COPYRIGHT:THE DIRECT MARKETING ASSOCIATION (UK) LTD 20123

    Email deliverability has become a formidably technical subject, and it would easy to write a formidably technical

    document on the subject. That was not our intention there is plenty of detailed technical information available on

    the subject, and the Further Reading section will point you in the direction of some of those sources.

    Rather, this document has been written for the email marketing programme owner who has realised that their

    broadcasts are starting to experience delivery problems, and are trying to identify why this may be the case. It

    highlights 10 of the major issues that affect email deliverability, and then provides common-sense guidance on how

    to deal with them.

    About this document

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    WHITE PAPEREMAIL DELIVERABILITY REVIEW

    COPYRIGHT:THE DIRECT MARKETING ASSOCIATION (UK) LTD 20124

    About the authorsThis document has been published by the Deliverability Hub of the Email Marketing Council of The Direct Marketing

    Association (UK) Ltd.

    Published date: January 2010

    First revised: December 2011

    Written by: Guy Hanson Return Path

    Simon Bowker eCircle

    Edited by: Jonathan Burston CACI

    Skip Fidura dotAgency

    Sara Watts Data Media & Research

    Simon Hill Extravision

    Additional review by: Tim Roe Redeye

    Tim Watson Zettasphere

    Richard Gibson Return Path

    Matt Rausenberger Return Path

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    WHITE PAPEREMAIL DELIVERABILITY REVIEW

    COPYRIGHT:THE DIRECT MARKETING ASSOCIATION (UK) LTD 20125

    With most major ISPs now implementing inbox placement prioritisation techniques, a new set of behavioural metrics

    are becoming increasingly important within the realm of email deliverability. The key messages to take back from this

    white paper are:

    The factors that influence email deliverability are starting to change. Instead of focusing their efforts on

    punishing bad email, ISPs are now considering how to reward good emails.

    This means that a new set of behavioural metrics are becoming increasingly important. These metrics are

    being measured through the use of engagement data to provide a view of whether subscribers are interacting

    positively or negatively with their emails, and this data is now starting to play an important role in determining

    the placement and positioning of these emails.

    Sender reputation remains the cornerstone of email deliverability, and the primary factors that influence

    reputation metrics (infrastructure, data quality, and complaints) represent the core factors that email marketers

    need to be monitoring. Now, however, the subscriber behaviours that are being observed are playing a rising role

    in determining the visibility that the senders emails enjoy.

    The deliverability challenge has gone through a remarkable transition. Email marketers need to be aware that

    there are important new indicators for them to monitor in order to maintain a healthy set of deliverabilit