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Emailmarketing Deliverability And Rendering Barcamp Dec07
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Emailmarketing Deliverability And Rendering Barcamp Dec07
1.
emailmarketing Deliverability & Rendering Deliverability
& Rendering Béate Vervaecke | e-Zen © e-Zen www.e-zen.be
2.
DELIVERABILITY What? Getting into the
inbox © e-Zen www.e-zen.be
3.
DELIVERABILITY
Send Emails Spam filters Sent Bounced and feedbackloop 1 Internet Service Providers Absorbed Spam complaint or whitelist SPAM folder 2 Email client Inbox © e-Zen www.e-zen.be
4.
SPAM FILTERS –
results Bounced Absorbed In SPAM folder or in inbox with SPAM in subject © e-Zen www.e-zen.be
5.
SPAM FILTERS –
results False positives Europe: 7% USA: 9% Source: Lyris ISP Deliverability Report Card Q1 2007 Gmail (28%) © e-Zen www.e-zen.be
6.
SPAM FILTERS –
results © e-Zen www.e-zen.be
7.
Enhance deliverability 1. Sending
infrastructure 2. Check Blacklists 3. Authenticate 4. Reputation 5. HMTL of email 6. Content of email © e-Zen www.e-zen.be
8.
Sending Infrastructure Reversed
DNS? MX records consistent - RFC 1035 en RFC 2181? SMTP helo command? Existing domain name Statical IP-adres … http://www.postcastserver.com/help/DNS_Lookups.aspx checks available www.senderscore.org and http://emailstuff.org/ © e-Zen www.e-zen.be
9.
Check blacklists
• www.dnsstuff.com • www.spamhaus.com • http://emailstuff.org/ • http://www.senderbase.org/ • http://www.kloth.net/services/dnsbl.php • http://openrbl.org/ © e-Zen www.e-zen.be
10.
Authenticate http://www.clickz.com/showPage.html?page=3623869 SPF
Sender Policy Framework http://www.clickz.com/showPage.html?page=3465711 http://www.openspf.org/SPF_vs_Sender_ID Sender ID (Microsoft) http://www.clickz.com/showPage.html?page=3482506 DomainKey - DKIM (DK Identified Mailer - Yahoo) http://www.clickz.com/showPage.html?page=3485571 © e-Zen www.e-zen.be
11.
Reputation http://www.clickz.com/showPage.html?page=3624010 Volume
/ frequency IP - stability Keep sending to bounces SPAM traps? SPAM complaints? © e-Zen www.e-zen.be
12.
Reputation Opt-in’s Unsubscribes
and spamcomplaints Bounces Feedback loops https://postmaster.live.com/SNDS/index.aspx Check blacklists and react Certification (US) Habeas, Sender Score Certified, Goodmail, … © e-Zen www.e-zen.be
13.
HTML of email
Crapy coding No ‘text only’ mail © e-Zen www.e-zen.be
14.
Content of email
Words (From, Subject, Body) Balance images / txt Dangerous attachments? Links to websites with bad reputation Too many capitals, fonts, corps, … Check: http://www.emailgarage.com/html/spamcheck.asp Lyris content checker (fee) © e-Zen www.e-zen.be
15.
DELIVERABILITY
Send Emails Spam filters Sent Bounced and feedbackloop 1 Internet Service Providers Absorbed Spamcomplaint or whitelist SPAM folder 2 Email client Inbox © e-Zen www.e-zen.be
16.
Local spam filters
© e-Zen www.e-zen.be
17.
Local spam filters
© e-Zen www.e-zen.be
18.
RENDERING Lay-out email
is constant ≠ html email Html website Webmails • Strips everything outside the bodytag Lotus Notes Outlook 2007 (uses Word Engine) © e-Zen www.e-zen.be
19.
RENDERING IAB Cookbook
http://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdf http://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf Mobile http://www.theemailwars.com/archives/2007/03/day_three_sherpa_email_summit_mobile_and_email.php http://www.templatekit.com/lotusnotes1.php © e-Zen www.e-zen.be
20.
RENDERING Tricky:
Unsubscribe disappears Corps and font different No background colour Buttons, bullets, … Links not underlined TEST © e-Zen www.e-zen.be
21.
RENDERING Day pass for
5 tests: http://www.sitevista.com/email.asp © e-Zen www.e-zen.be
22.
Spot the difference! Outlook
Windows Live Left alignment Right alignment © e-Zen www.e-zen.be
23.
Spot the difference! Outlook
Windows Live Hotmail Link: no underlining Underlined link © e-Zen www.e-zen.be
24.
Spot the difference! Outlook
2003 Outlook 2007 © e-Zen www.e-zen.be
25.
Spot the difference! Lotus
Notes Outlook 2003 Dynamic width Fixed width © e-Zen www.e-zen.be
26.
Rendering IMAGES Default
blocking © e-Zen www.e-zen.be
27.
Rendering IMAGES
© e-Zen www.e-zen.be
28.
Rendering IMAGES
off off © e-Zen www.e-zen.be
29.
Rendering IMAGES According age
Bron: Marketingsherpa E-mailmarketing Summit © e-Zen www.e-zen.be
30.
Rendering IMAGES 1
/ 4 doesn’t realise how it works Take in mind the Little Red Crosses! © e-Zen www.e-zen.be
31.
Rendering IMAGES Gray
squares (Windows Live Hotmail) © e-Zen www.e-zen.be
32.
© e-Zen www.e-zen.be
33.
Rendering IMAGES
© e-Zen www.e-zen.be
34.
Rendering IMAGES
© e-Zen www.e-zen.be
35.
Rendering IMAGES
Reading Pane! No alt tags © e-Zen www.e-zen.be
36.
© e-Zen www.e-zen.be
37.
© e-Zen www.e-zen.be
38.
© e-Zen www.e-zen.be
39.
© e-Zen www.e-zen.be
40.
Rendering IMAGES Red
rectangle © e-Zen www.e-zen.be
41.
Rendering IMAGES Image
in email 35 Kb Hotmail: grey © e-Zen www.e-zen.be
42.
Some sources www.marketingsherpa.com
free email - interesting cases www.eroi.com US e-mail providers - www.exacttarget.com whitepapers www.silverpop.com www.campaignmonitor.com www.emaillabs.com www.b2bemailmarketing.com Blogs www.email-marketing- reports.com © e-Zen www.e-zen.be
43.
Some sources www.emailstatcenter.com
Statistics, benchmarks www.emailexperience.org Email Experience Council www.email-marketing- Overview of interesting reports.com/iland/2007/02/to sources p-21-email-marketing- information.html www.emailmarketersclub.com Forum © e-Zen www.e-zen.be
44.
More information? IAB
Cookbook http://www.iab-belgium.be/Media/pdf022007/07iabcookbooknl.pdf http://www.iab-belgium.be/Media/pdf022007/07iabcookbookfr.pdf beate@e-zen.be © e-Zen www.e-zen.be
45.
Thank you!
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