getting into the inbox
DESCRIPTION
Having a great email marketing program is one thing, getting your emails into your subscribers' Inboxes is completely different. There are several technologies at play when it comes to delivering your email. You need to make sure your emails are technically correct so that they will deliver consistently. Through this presentation marketers will understand - How to identify a problem in email delivery - Why their emails may not deliver - How to rectify the problem - What to do when changing service providersTRANSCRIPT
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
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:[email protected]"
● 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
