How to send emails to make bothusers and email services happy

Sergey MartynovMail.Ru Email Service

Project Manager

6 our of 10 people in Russian Internet use

Our users

• Your users are our users– And vice versa!

• Our common goal is to take care of the user• About 60% of your letters are on Mail.ru– (in case you work in Russia)

About 3,000 letters per second

Technical details

• RBL/DBL – look after your IP’s reputation• Rate limit – more haste, less speed• DKIM – а passport for your letters• SPF – watch your domain’s reputation• HTML + plain text (alternative)– Remember about users of old mobile devices– Otherwise the service will generate text-version himself

The correct mailing

• Explicit agreement with subscripion– User put a tick in checkbox– Written down in user agreement

• Email address confirmation– Only one letter to unconfirmed address

• One-click unsubscription– Visible and clear unsubscribe link– No authentication required to unsubscribe

The correct mailing

• Recognizable sender’s brand– From address, subject, design, logo

• External images– But watch your server’s load

• Best practices for sendershttp://help.mail.ru/mail-help/rules– (currently in Russian only)

Solving problems

•Write to abuse@corp.mail.ru– Please attach original message with headers and error

codes

• Problems prevention– Take care of user!– Watch you reputation (IP, domains, links)– You can notify us in case of dramatic increase of your

sendings volume

Introducing postmaster.mail.ru

• “Visitors counter” for your messages– DKIM signature required– Simple domain verification

• Both history and current indicators– In real-time!

•What’s next?– Senders reputation– Feedback loop (FBL)– More statistics

http://postmaster.mail.ru

10

Open Mail Format (OMF)

Open Mail Format

• Semantic markup for letters– You can specify which text to choose for snippets– Custom image (avatar) in message list– Quick links (allows action even without opening)

• Easy to integrate– HTML-markup & microformats

• Open standard• Already popular in Russia

OpenMailFormat.org

Your favicon in message list

•More info at http://api.mail.ru– (currently in Russian only)

We encourage you tothe good cooperation!

Thank you!Questions?

Sergey Martynovs.martynov@corp.mail.ru

@martynov

16