spam sucks - 2012 salsa community conference
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It’s Time to Get Smarter About
Spam
Today’s Agenda
• Why are we here?• How does spam software work?• An important reminder• The game has changed…• The most important thing you’ll ever
learn about spam
Why are we here?
144.8 billion emails are sent every day
(Radicati Group Email Statistics Report, 2012-2016)
• Projecting 192.2 billion a day by 2016
• 3.3 billion email accounts in 2012
If each email were a foot…• Kardashian Wedding: 72
Days• 2,011,111,111 weddings
• Romney Net Worth: $250 million
• 576 Mitt Romneys
That’s 20 emails for every person on the planet every
day…
…and only 32.7% of the world has Internet access as
of Dec. 31, 2011
Hold up. What percentage is unwanted?
97% of email is unwanted
(according to Microsoft)
There’s just no way around it
Spam software rivals the alphabet, telephone, and television as the greatest invention in the history of human communication.
Spam software is not your enemy
But how does spam software work?
It’s a Fight to Get Email Delivered• Content• Spam Software• Spam Software Rules• Blacklists• IP Reputation• Domain Reputation• Traffic• Speed of Delivery• Total Server Connections• The Recipients themselves
Email service providers are under no legal contract, moral bond,
ethical obligation, religious commandment, philosophical fiat, or metaphysical concordance to
deliver your email
They don’t have to make best effort. They just have to… effort…
well, technically, not even that.
First, it learns from you
• Every time you mark something spam, you’re teaching your mail server what words, phrases, and formats appear in spammy email.
It consults the Rule Book
• Check under the email validation tab to see what your spam score is.
Second, it learns from everyone else.
• Spam blockers contain hundreds of rules about spam. These rules are the byproduct of 10+ years of identifying spammy messages.
• The first spam message was in 1978.
What is learned is never unlearned
Finally, it assigns every email a score
• Every “spammy” element adds some number of points.
• Every non-spammy element scores zero or negative points.
It’s like nuclear disarmament… or golf:
Aim for zero.(so not much like golf)
What scores points?
Follow the Spam Assassin
Learn More at http://spamassassin.apache.org/tests_3_3_x.htmlGoogle “SpamAssassin rules”
Check out the top hit.
BEFORE WE CONTINUE, A QUICK REMINDER…
According to Customer Insight Group…2.8 billion emails, 100 companies, 9 verticals
• 17 % open rate, down from 26% in 2009
• Highest open rate – Government & Pharmaceuticals with 25%
• Delivery rates = 95%, up from 93% in 2009
• Click rate = 3%• Bounce rate = 5%, down from 7%
Salsa’s Role vs. Org’s RoleSalsa’s Role - technical•IP Management/Reputation•Whitelisting•Complaint Handling•Bounce Handling•Volume/Speed of Delivery/Server Connections
Org’s Role - management•Content•List Management/Bounces•Complaints•Domain Reputation•The Recipients
Orgs Focus
• Interaction• Content• List Management
You’re now email marketers not email messengers
EmailEmail
ClickClick
OpenOpen
NothingNothing
BounceUnsubscribeUser UnknownComplaints
BounceUnsubscribeUser UnknownComplaints
Positive Interaction
Negative Interaction
What to Measure?• Past
– List size– Open rate– Click rate– Conversion rate– Unsubscribes– Complaints
• Now– Engagement
• Open, Click, Conversion
– Unsubcribes– User Unknowns– Complaints– Source
Follow the Results• Clicks
– Where did they come from?– What are they clicking?
• Opens– Where did they come from?– Why aren’t they clicking?– Change the message?
• Nothing– Where did they come from?– Message differently?– When do you cut loose?
• Bounces/User Unknown/Unsubcribes/Complaints– Where did they come from?– What’s their true “cost”?
Regular List Management• Hard Bounce Removal
– Salsa Bounce Removal– Prevents Spam Traps– Helps deliverability
• Remove “inactives”– Helps deliverability– Prevents Spam Traps– One year and they’re gone
• Measure Sources– How many are unsubcribing, complaints
• Measure Life Cycle– How long is an email active?
It’s OK to Remove People From Your List
Why Deliverability MattersOverall
Inbox Bulk MissingNovember 90.9% 1.2% 7.8%December 89.2% 1.0% 9.7%January 88.9% 1.0% 10.1%February 90.6% 0.9% 8.5%March 89.9% 1.3% 8.8%April 95.5% 0.9% 3.5%May 95.8% 1.4% 2.7%June 94.5% 2.7% 2.7%July 95.2% 2.9% 1.9%August 94.7% 1.9% 3.4%September 93.7% 1.6% 4.7%Average 92.8% 1.6% 5.7%
GmailInbox Bulk Missing
November 86.3% 13.6% 0.1%December 83.3% 16.5% 0.2%January 81.1% 18.9% 0.0%February 83.2% 16.8% 0.0%March 76.8% 23.2% 0.0%April 84.7% 15.3% 0.0%May 75.6% 24.3% 0.1%June 69.8% 28.9% 1.3%July 82.3% 17.7% 0.0%August 82.8% 17.0% 0.2%September 68.7% 30.5% 0.8%Average 79.9% 19.9% 0.2%
Why Deliverability Matters
• 50,000 emails per blast• 2 x week (104 a year)• Open rate – 25%• Click rate – 5%• Conversion – 1%• Average donation - $50
Emails Sent Inbox Place Open Click Conversion Raised Lost
100% Inbox 5,200,000 5,200,000 1,300,000 260,000 52,000 $2,600,000
Overall 5,200,000 4,825,600 1,206,400 241,280 48,256 $2,412,800 $187,200
Gmail 5,200,000 4,154,800 1,038,700 207,740 41,548 $2,077,400 $522,600
Double Opt-In• There is no way for a Spam Trap or user
unknown to be added to your list• Only the most interested will sign up• This is the golden standard
Do Not Buy or Trade Lists!!!!
Opt-in Only!!!! Seriously. It’s a violation of your contract with Salsa, our Authorized User Policy, is completely ineffective, and is the
worst possible thing you can do to your deliverability.Oh and it makes the entire email world worse and Brett cry.
Don’t “Opt-In” and
You’ll Catch Something
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