Marketing 201. March, Craig Stouffer, Pinpointe Marketing (408) x125

Transcription

1 Marketing 201 Tips to Increase Delivery (aka Why Good Goes Bad ) March, 2009 Craig Stouffer, Pinpointe Marketing cstouffer@pinpointe.com (408) x125 Gary Halliwell CEO, NetProspex ghalliwell@netprospex.com (888) Page 1

2 Agenda CAN-SPAM: Myths and Truths Overview: Delivery Architecture What Affects Delivery? Reputation Authentication / Authorization Content Sending Technology Pinpointe / NetProspex Solution Page 2

3 CAN-SPAM - Provisions 1. Bans false / misleading header information 2. Prohibits deceptive subject lines 3. Requires opt-out method for recipients(*) 4. Identify unsolicited commercial as advertisement 5. Must include sender's postal address (P.O. box OK) Or call toll-free, FTC-HELP Page 3

4 Delivery Architecture 1 ESP Servers 2 Firewall Server 6 5 Sender 3 4 3b feedback Other Recipients (feedback) DNS SPAM Databases Bet you thought is was simple! Page 4

5 Create / Send (Using an ESP) 1 Sender ESP Servers 2 Tip: MTA means Mail Transfer Agent a fancy name for an server (typically outbound) Create w/ external HTML editor or online editor Best results: create multi-part version (Text + HTML) Run spam checker (Pinpointe feature) Use Pinpointe previewer to preview in various clients (Outlook 03, Outlook 07, Yahoo, etc) Schedule / send away! merge occurs s sent from ESP mail servers Page 5

6 Received by Firewall b received by recipient s corporate spam filter Spam filter ( firewall) checks: Reputation of sending server(s) Sending mail server settings Authenticates (Are you who you say you are?) Content filter / spam score (Spamassassin) If all tests pass > next step (YEAH!) Page 6

7 Check with SPAM Repositories Aggregated reputation information Reputation of sending server IPs Blacklisted URLs? Domain? Any SPAM honeypot hits? (Gary) Historic bounce rates against domain? Complaint rates against sender? (<.1%) Is domain legit? How long has domain been registered? When does domain expire? Do reverse DNS entries match? Is sender on global white-list? If PASS -> Forward to local inbox (YEAH!) b 5 6 3b Page 7

8 Local SPAM Filter / Inbox (Finally!) Local Inbox Filter Applies local / personal settings 3 Is sender locally white-listed? 4 3b In address book? Is sender /sending domain locally blacklisted? 6 Have I marked previous s from sender as SPAM? Often runs a local content filter with local settings If you pass all this You ve made it to the in inbox! Page 8

9 Delivery: Reputation ReturnPath claims >70% of decision to forward is based on reputation What factors into reputation? User complaints ( this is SPAM button) Length of time domain has been operating When domain expires (length) Volume, size of messages over time Number of bounces, spam honeypot hits Third party reputation lists (black/white lists) Known bad URLs/links, and domains Page 9

10 What is Authorization? Are the sending servers authorized to send on behalf of your domain? Protects against servers being hijacked or spoofed for phishing attacks, scams etc Two standards: Sender ID (Microsoft) and Sender Policy Framework ( SPF ) Different standards but use compatible format Page 10

11 Authorization What SPF Does SPF is an open standard SenderID is championed by Microsoft (msn, hotmail) Verifies servers sending are authorized to send on behalf of the domain How? Domain admin publishes SPF record in top-leveldomain DNS record A TXT entry in the DNS record The TXT Entry lists servers authorized to send For more information: old.openspf.org Page 11

12 SPF Authorization: Sender transmits Receiver's mail server receives . Server checks which domain claims to have sent the message Server checks DNS record; verifies SPF record of sending domain Does sending server's IP address match IP addresses in published SPF record? If the IP addresses match, is delivered If addresses do not match, fails Page 12

13 Authorization SPF Example Domain = mycompany.com, registered w/godaddy.com Your ESP is Pinpointe (pinpointe.com) Go to old.openspf.org/wizard SPF tool Page 13

14 Authorization SPF Example (cont) Now Go to GoDaddy.com Modify DNS entry for mycompany.com Select Add a TXT Entry / SPF Record Add entry from old.openspf.org/wizard: "v=spf1 a mx include:pinpointe.com ~all" You re done! For specific details check our blog search for SPF: Page 14

15 Authentication: Authentication: Are you who you say you are? Also protects against server hijacking/spoofing for phishing attacks, scams etc Crypto solutions: Domain Keys (DK) DKIM ( Requires storage of public/private keys Public key -> DNS record (like SPF) Private key -> sending servers Process operates similar to SPF Required by some consumer domains today Page 15

16 Authentication/Authorization: Impact What is the impact of not doing these today? No absolute answer many variables Imperially 3% ~ 5% of s lost to enterprise domains today (source: Pinpointe) Higher drop-off for consumer domains now Will be broadly implemented by enterprise spam filters in the next ~12 months Non-compliant systems will see dramatic falloff in delivery Best to be prepared with an ESP that can help Page 16

17 Delivery: Content Covered in Marketing 101 Webinar: Analyzes content for spammy phrases Often based on spamassassin engine Examples and tips covered in previous webinar Link to spamassassin tests: Tip: Always use your ESP s online SPAM checker worth the extra 3 minutes! Page 17

18 Delivery: Infrastructure What is required by ESP servers? Proper IP address configuration DNS / Reverse DNS settings are correct Properly formed envelope header From/Reply-to Ability to moderate sending rates to match receiving domain s limits (e.g. many receiving domains set receiving domain rate limits) Dedicated IPs and/or IP classes of service Page 18 Why? Errors can cause s to be filtered Spammers don t do these right!

19 Summary Page 19 delivery is more than just content filtering Our Philosophy: Catch a man a fish, feed him for a day, teach a man to fish feed him for a lifetime If you understand delivery, you will: Design better / more efficient s Select vendors more intelligently Improve delivery / response rates / ROI Resources- Real-time twits Q&A Real-time posts top Q&A

20 List Sourcing Choices List industry Offline, no transparency, rental Traditional online C-level focus, often lack Networking tools - for relationship sales Limited by user membership or web coverage User generated - great for transactional sales Most in-depth. Look for ensured data quality Page 20

21 What Sets NetProspex Apart? 3.2MM+ decision makers User-generated 250,000 new per month 100% Validated All job titles & industries Title, & phone Buy or recycle Page 21

22 Page 22

23 Page 23 Recycling: Fast, Easy, Free!

24 What Sets Pinpointe Apart? On-Demand Hosted Service Provider Service B2B companies: Sophisticated marketing needs Not ready to use / fund complex marketing automation Feature Rich: Easy-to-use, WYSIWYG Editor, reporting, service Permit non-opt-in B2B lists from qualified vendors Provide strategic advice, guidance to improve results More than 5,000 companies using Pinpointe platform Page 24

25 Delivery & Tracking (Pinpointe Dashboard) Page 25

26 Delivery & Tracking (Pinpointe Dashboard) Page 26

27 NetProspex / Pinpointe Solution Set up Trial Account with Pinpointe / NetProspex Get up to 100 NetProspex records Use trade-in credits to get more contacts Pinpointe will create trial account and: Upload records Send up to 2,000 s Page 27

28 Contact Information For questions, or to request a trial account, please contact: Pinpointe Craig Stouffer cstouffer@pinpointe.com x125 NetProspex Gary Halliwell, CEO ghalliwell@netprospex.com (888) Page 28