getting into the inbox

Email Mila Kya... Getting into the Inbox?Naresh Bhagtani

Talk about this webinar #juvlon

Naresh BhagtaniManaging DirectorNiche Software

Chief product architect of Juvlon email marketing

Clients across the world

Consulting since 8 years on email marketing

naresh.bhagtani@nichelive.com

Presenter

Coming Up...

● Email Delivery scenario currently● Basic requirements to deliver email

– Authentication

– Reputation

– List Hygiene

● Summary

Email Delivery Scenario

Poll on your idea of inbox placement

What do you think is the inbox placement rate of emails in general?● 50-60%● 60-70%● 70-80%● 80-90%● Over 90%

Less than 80% Inbox placement

Return Path says● More than 20%

emails don't make it to the Inbox

● Gmail Inboxes toughest to reach

● Global numbers

Market Share of Inboxes

425

302

370

● Gmail: 425M users● Yahoo! Mail: 302M● Outlook: 360M

Gmail claims

62% market share in INDIA!Independently reported numbers

Between Gmail, Yahoo! and Outlook

Over 1 Billion (out of 3.5B) email users

Poll: Gmail share in your list

● Less than 30%● 30-40%● 40-50%● 50-60%● More than 60%

Dominance of Gmail

Especially in India

In Juvlon● Our B2C client lists are more than 50% Gmail● Gmail and Yahoo! emails account for more 80%

of subcribers in India.

Gmail No.1 email service in India

Gmail – very active on spam filtering and email classification technology

Requirements to Deliver Well... Technically!

Inbox placement requirements

● Email Engagement (not in this webinar)● Email Authentication● Reputation● List Hygiene

Email Authentication

Email Authentication

Are you sure... you are you? How do I know?● Validation of the sender● Validation of the source/origin of the email

Why? For protection against● Spoofing● Phishing● Forgery, fraud, spam etc.

Email Authentication methods

Industry has adopted● SPF● DKIM● DMARC

SPF Email Authentication

Sender Protection Framework OPENSPF.ORG

Technical method to prevent sender address forgery● Domain owner publishes sending server name

in the domain's DNS record● Receiving server checks whether the email is

received from the sending server specified in the domain DNS

DKIM Email Authentication

DomainKeys Identified Mail DKIM.ORG

Allows senders to associate a domain name with an email message, thus vouching for its authenticity

Gives recipients some security knowing that the email did actually originate from the listed domain, and that it has not been modified since it was sent.

DKIM: How it works?

● Sending server inserts domain signature in your email header before sending.

● Signature is an encrypted hash value.● Receiving server decrypts signature to get hash

value. ● Receiving server also generates hash value

using Public key through sender's DNS.● Receiving server compares hash values, if

same DKIM authentication passes.

DMARC Email Authentication

Domain-based Message Authentication, Reporting and Conformance DMARC.ORG● SPF specifies authorized sending servers● DKIM authenticates sending domain● DMARC brings the results SPF and DKIM

together into one policy

DMARC: How it works?

One entry in the DNS record of your domain"v=DMARC1;p=reject;pct=100;rua=mailto:postmaster@dmarcdomain.com"

● No special server

Poll: Are you sending authenticated emails?

Nope, I know there is no authentication

I don't know, I'll need to check

Yes, but only with SPF

Yes, with both SPF and DKIM

Yes, all of it SPF, DKIM and DMARC

Email Authentication is important

Last year 91.4 percent of non-spam email sent to Gmail was authenticated.

One year after DMARC's release, more than 60 percent of the world's mailboxes were protected by it.

Reputation

Reputation

● IP Reputation● IP/Domain blacklists● FBL/Spam reports● Gmail Unsubscribe (sender reputation)

Sending IP Reputation

● SenderScore.org is well recognized● Above 90 is good● Be consistent with your mailing

Domain Reputation

Spamhaus.org

URIBL.net

IP/Domain Blacklists

Check if your sending IP/domain is listed in other blacklists. Use MXTOOLBOX.COM

FBL/Spam Reports

Feedback Loops (FBL)● ISPs give info of spam report on your mailing● Each ISP has a different FBL and different

reporting● Email Marketing Service facilitates this and gives

you report● ISPs watch spam reporting to create your

reputation

Gmail Unsubscribe

Gmail maintains sender reputation separately

List Hygiene

List Hygiene... Bounce Management

● Watch Bounces... < 5%● Deactivate Hard Bounces immediately● Reduce Soft Bounces● ISPs form your reputation on bounce

management

What have we learnt...

● Authenticate, authenticate, authenticate● Check your numbers – IP and domain rep● Watch bounces● Be consistent with mailing to build rep

Make your emails technically sound for delivery

Rest is upto your list acquisition, engagement, content etc.

In conclusion...

Q: How can I make sure my email lands in the Inbox?

In conclusion...

Q: How can I make sure my email lands in the Inbox?

A: Think of how you can make the user love your mails rather than how to land in the Inbox!

- Sri Somanchi, Gmail Anti-Spam Team

Thank you

Questions

Naresh Bhagtani

naresh.bhagtani@nichelive.com

www.juvlon.com

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