Steam Learn: Email deliverability

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  • 30th of October 2014

    Email deliverabilityHow can my email reach the recipients inbox?

    by Pierre Cornic

  • 30th of October 2014

    Email deliverability

    1. Its not that easy

    2. Deal with bounces

    3. Avoid SPAM filters

    4. Great tools to help you

  • 30th of October 2014

    1- Its not that easy

    (...) It is important to note that just because the mail was accepted for delivery, it does NOT mean the mail will actually reach the intended destination.

    http://fr.php.net/mail

    Is calling enough?

  • 30th of October 2014

    1- Its not that easy

    Bounces

    Wrong email address Recipient mailbox full Mail server unavailable

    What could go wrong ?

    SPAM

    SPAM folder Blocked by ISP

  • 30th of October 2014

    Email deliverability

    1. Its not that easy

    2. Deal with bounces

    3. Avoid SPAM filters

    4. Great tools to help you

  • 30th of October 2014

    2- Deal with bounces

    Hard bounce Permanent rejection For example Mailbox does not exist

    Soft bounce Mail server temporarily unavailable to receive Automated retry Can lead to hard bounce

    2 types of bounces

  • 30th of October 2014

    2- Deal with bounces

    Bounces (soft and hard) impact your IP/domain reputation.

    Sender IP or domain may be blocked.

    Why it does matter?

    Acceptable bounce rate is below 2%!

  • 30th of October 2014

    2- Deal with bounces

    Stop sending to these addresses Create mailbox for bounce notification Periodically retrieve them and update emails

    Validate emails at subscription

    Do not buy lists or use crawlers to find emails

    Reduce bounce rate

  • 30th of October 2014

    Email deliverability

    1. Its not that easy

    2. Deal with bounces

    3. Avoid SPAM filters

    4. Great tools to help you

  • 30th of October 2014

    3- Avoid SPAM filters

    No unified policy across ISP SPAM rules evolve over time Your IP/domain reputation changes

    When will my email go to SPAM?

    A. Validate sender identityB. Write a good email contentC. Inform the recipient and provide easy opt out

    Best practices

  • 30th of October 2014

    3- Avoid SPAM filters

    No unified policy across ISP SPAM rules evolve over time Your IP/domain reputation changes

    When will my email go to SPAM?

    A. Validate sender identityB. Write a good email contentC. Inform the recipient and provide easy opt out

    Best practices

  • 30th of October 2014

    3- Avoid SPAM filters

    What is it? Indicates who can send email for a domain Published DNS TXT record

    Use it! Check your domain: http://mxtoolbox.com/spf.aspx Build your SPF : http://www.spfwizard.net/

    A. Validate sender identity with SPF

    SPF = Sender Policy Framework

  • 30th of October 2014

    SPF : Sender Policy Framework

  • 30th of October 2014

    3- Avoid SPAM filters

    What is it? Private key on mail server, public key in DNS Adds a signature to your email header Validates content and origin Removes sent via header

    A. Validate sender identity with DKIM

    DKIM = Domain Keys Identified Mail

  • 30th of October 2014

    3- Avoid SPAM filters

    What is it? Private key on mail server, public key in DNS Adds a signature to your email header Validates content and origin Removes sent via header

    Use it! Generate public/private key: http://www.socketlabs.com/domainkey-

    dkim-generation-wizard/ Publish 2 DNS TXT records

    A. Validate sender identity with DKIM

  • 30th of October 2014

    3- Avoid SPAM filters

    Policy record:_domainkey.inovia.fr IN TXT o=~;

    Key record(s):test._domainkey.inovia.fr IN TXT k=rsa; p=MIGfMA0GCSqGSIb3DQEBAQUAA4GNADCBiQKBgQDTCSGHCtKkd+Kwj30llDAiZ0JvU2M+ZZD3YQRA6EEQgCzwd/XDJp9etuoIn7Am7p4wZYn13N35ebu1X/ul5z6O/DyY5SaoNsVr+b79UesrzgRXwwDaWbsKnbmDQJmuU8kVdhiYhIzbbcf8Xz6L5pbe1rWhfMYivGGpcL94GmM9GQIDAQAB

    A. Validate sender identity with DKIM

    Use it!

  • 30th of October 2014

    3- Avoid SPAM filters

    No unified policy across ISP SPAM rules evolve over time Your IP/domain reputation changes

    When will my email go to SPAM?

    A. Validate sender identityB. Write a good email contentC. Inform the recipient and provide easy opt out

    Best practices

  • 30th of October 2014

    3- Avoid SPAM filtersB. Write a good email content

    Guidelines Short subject (35 to 50 characters) No spammy words (free, sale, cash, etc.) Avoid CAPITALIZED LETTERS Not too much images Good spelling and no HTML errors Avoid using too much bold, red font, !, ?,

  • 30th of October 2014

    3- Avoid SPAM filters

    No unified policy across ISP SPAM rules evolve over time Your IP/domain reputation changes

    When will my email go to SPAM?

    A. Validate sender identityB. Write a good email contentC. Inform the recipient and provide easy opt out

    Best practices

  • 30th of October 2014

    3- Avoid SPAM filters

    In short: Please, please, dont click on the little SPAM button !

    Guidelines Remind the recipient why he receives your email Tell him who you are (address of company is mandatory in your

    email) Provide him a simple unsubscribe link

    C. Inform recipient and provide easy opt out

  • 30th of October 2014

    Email deliverability

    1. Its not that easy

    2. Deal with bounces

    3. Avoid SPAM filters

    4. Great tools to help you

  • 30th of October 2014

    Marketing email

    Bulk emails Sent to a list of people Promotions, new products, etc.

    4- Great tools to help you

    Transactional email

    One to one email Results of a user action For example: password reset,

    order confirmation

    Different types of emails, different tools

  • 30th of October 2014

    4- Great tools to help youTransactional email services

    Mandrill (free up to 12 000 emails/month) Sendgrid (free up to 200 emails/day) Postmark (25000 first emails free) Mailjet (free up to 12 000 emails/month) Customer.io (free up to 200 email contacts)

    Provide DKIM, unsubscribe, bounce, open and click tracking.

  • 30th of October 2014

    4- Great tools to help youMarketing email services

    Mailchimp (free up to 2 000 subscribers) Mailjet (free up to 12 000 emails/month) Vertical response (free up to 1000 subscribers) Customer.io (free up to 200 email contacts)

    Provide DKIM, unsubscribe, bounce, open and click tracking.

  • 30th of October 2014

    Its not that easy

    You have to deal with bounces

    You shall avoid SPAM filters

    And now you have great tools for that !

    And you know why it matters

    Conclusion

  • 30th of October 2014

    Questions ?For online questions, please leave a comment on the article.

  • 30th of October 2014

    Join the community !(in Paris)

    Social networks : Follow us on Twitter : https://twitter.com/steamlearn Like us on Facebook : https://www.facebook.com/steamlearn

    SteamLearn is an Inovia initiative : inovia.fr

    You wish to be in the audience ? Contact us at learn@steamhouse.fr