inbox presentation sub domains

Implementing Sub-domainsOr How to Effectively Herd Outbound EmailTravis FrazierJune 1, 2007

What are sub-domains?

• Sub-domains represent a method to unify multiple brands under a single sending umbrella• www.online.com

• cnet.online.com• download.online.com

• They insulate business groups from marketing tactics by another business which may be harmful to deliverability

Romancing the Business

• Convince business owners this is a good thing • Define email types and the scope of the project

will follow• Identify the business owner for each type of

mail• It just may be you

• Empower the business owner• Allow them input into the project such as

determining the mail’s from name• Set definitive expectations

• Risks and dependencies: If we change the name, will the user still open it?

We are CNET Networks – All of Us Commerce Business Entertainme

ntCommunity

To Each Their Own Sub-Domain• Should TechRepublic.com’s newsletters

about Windows Vista have the same from or reply-to address as Chow.com’s Recipe of the Day?

• Separate domains for different types of mail or for mail from different brands• [email protected]• [email protected]

To Each Their Own Sub-Domain• If a transactional message is treated the

same as a marketing message by the receiving mail server, is that a good thing?

• Maintain a single domain with sub-domains and provide each sub-domain a distinct IP address range• Marketing mail should not share the same IP

address as transactional mail

Message Your Subscribers

• Add to address book campaign the single most important thing you can do!

Message ISPs

• Email, call, advise (warn) ISPs who comprise a large percentage of the subscriber base about the impending change

• Provide ISPs with the new IP addresses ASAP

How long will it take to deploysub-domains?• It depends…

•On completing an inventory of email types

•On the existing infrastructure•On the success (or failure) of the

deployment

Metrics for Success

• Changes in deliverability rates• Up? Down? No change? Is that good?

• CNET’s deliverability rates improved across all brands and business units

• CNET has maintained high deliverability rates post sub-domain implementation

• CNET has experienced a block on email for a specific business unit where sub-domains prevented the block from being network wide

Wrap It Up and Put a Bow On It• Sub-domains benefit brands by providing

insulation between business units while maintaining the same overarching brand

• Implementation will take as long as it takes you to determine what types of email you send

• Success does not hinge on improved deliverability alone