Optimization of your deliverability: set up & best practices. Jonathan Wuurman, ACTITO Evangelist

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Dinah Moody
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Optimization of your email deliverability: set up

1 Optimization of your deliverability: set up & best practices Jonathan Wuurman, ACTITO Evangelist

2 ACTITO Webinar Tour Replays & presentations available at

3 Our mission We help our customers capture business opportunities on the customer journey, with the right mix of marketing automation technology and expert services

4 Our clients

5 About me I try to that technology is here to empower so they can provide real customer experiences

6 Agenda What is deliverability? How to optimize your deliverability Resolving a (potential) deliverability problem Sharing experiences Managing deliverability Questions The downloadable presentation will also include some key definitions

7 Introduction

8 The delivery process Technical delivery Functional delivery You Your subscribers Intermediary servers Internet service providers (ISPs)

9 Is an always delivered to the recipient? Technical delivery Functional delivery You No domain name Errors on the intermediary servers Your subscribers Non-existent address SPAM filter Full mailbox Intermediary servers ISPs

10 Is an always delivered to the recipient? You Technical delivery Functional delivery The ISP always Your subscribers autoresponds with a bounce in case of technical issues Intermediary servers ISPs

11 Does an that is technically delivered always arrive in the inbox? You Technical delivery Functional delivery Your subscribers Inbox Intermediary servers ISPs

12 Does an that is technically delivered always arrive in the inbox? You Technical delivery Functional delivery The ISP thinks: Your is suspicious Your behavior is suspicious The recipient does not want to read your s Your subscribers Inbox Intermediary servers ISPs SPAM box

13 Does an that is technically delivered always arrive in the inbox? Technical delivery Functional delivery Your subscribers You The ISP never informs you Inbox about functional problems Intermediary servers ISPs SPAM box

14 Functional deliverability Positive signs is opened The recipient is added to an address book The is saved to a folder The is saved in the SPAM box Reply to an ... Negative signs deleted without opening flagged as SPAM flagged as phishing

15 How to optimize your deliverability

16 How to optimize deliverability rates You Your subscribers Intermediary servers ISPs

17 Optimize your relationship with your subscribers 1. Ensure the subscriber is interested Consent, filtering, alternative to SPAM flagging 2. Inform the subscriber Explicit commitment, reminder about the origin of the subscription, welcome 3. Maintain a relationship with the subscriber Respecting commitments, database management

18 Sample for inactive subscribers Beware of spam traps

19 Database quality based on the source of the addresses Online collection Offline collection Acquisition of a database Appending Acquisition shared IP - Acquisition dedicated IP Quality +

Optimize the relationship with ISPs E-mail authentication: SPF, DKIM, DMARC, Compliance with

20 Optimize the relationship with ISPs authentication: SPF, DKIM, DMARC, Compliance with the ISP s rules sending speed, bounce management... Managing the relationship with the ISPs

21 In summary: optimum deliverability is founded on a partnership ACTITO Informs you about Technical deliverability The subscriber s behavior Advises you about Your reputation with ISPs Your relationship with your subscribers Assists you with In case of problems with ISPs With subscription management You Manage the relationship with your subscribers The content of the messages The recipients frequency

22 Resolving a deliverability problem

23 Detecting the problem Signs of technical deliverability issues: Hard bounce rate > 1% Spam type bounce rate > 1% Bounce rate > 5% Average bounce rate > 0.5% Signs of functional deliverability issues: % useful clicks besides acquisition < 80 % An abnormally low open rate for an ISP Open rate drops substantially

24 How to respond if you have doubts about deliverability? 1. Identify the root cause of the problem 2. Correct the problem now and in the future 3. Contact the ISP if necessary,... but only if necessary 4. Re-establish a relationship of trust

25 Sharing experiences: dos & don ts

26 Dos & Don ts Sender authentication Sending a welcome /double opt-in Visible unsubscribe link Respecting commitments Active management of inactive profiles Acquisition of a database Merging distinct profiles Improperly reused content Use of suspicious content Ignoring the signs

27 How we manage deliverability at ACTITO

28 Integration process 1. Prerequisites Presentation Make sure your s arrive in your customers inbox with ACTITO Answers to the form Achieving optimum integration with ACTITO 2. Integration Technical implementation IP warming 3. Workshop Results and recommendations

29 Filters Inactive by default Before the 1 st mailing Returned messages User s activity or response No address Invalid address Catch all domain Temporary quarantine Long-term quarantine On the user s blacklist Low level of activity Commercial pressure

30 Available information Last time opened Last time clicked Time when blacklisted Last status of an Communication history # of clicks # of times opened

31 Reporting cross-campaigns Allows you to analyze the evolution of your various rates over time Optional

32 Advanced interactive reporting about database quality Optional Are your profiles active? Can your profiles be reached?

33 Notifications Optional You are notified if an ISP underperforms a campaign does not meet your expectations

34 Questions

35 Thank you Thank you! Jonathan Wuurman ACTITO Evangelist

36 Definitions

37 Dedicated IPs vs shared IPs Dedicated IPs Advantages Personal reputation Certification possible Analysis easier in case of a problem (more detailed feedback from ISPs) Disadvantages IP warm up time Sufficient frequency necessary Constant volume Shared IPs Advantages Shared reputation Warm up time is reduced Lower frequency possible Variable volume possible Disadvantages Potential impact of other users of the IP Certification is impossible

38 Concepts IP Domain name Reputation Warm up time Definition The numerical label that identifies a computer/server on the Internet. An IP can send a maximum number of s every day. The part that comes after in an address. Allows you to identify the company sending the e- mail. Reputation is a score that the ISP gives to the combination of the IP/domain name. The higher the score, the higher your deliverability. Period designed to raise ISPs awareness of the combination of the IP/domain name by increasing the number of s that is sent every day. Analogy snail mail The postman. The company s stamp/logo on the envelope. A company s reputation. If you receive a letter from a company with a bad reputation, you will immediately throw it away. Period during which we get to know the postman.

39 Concepts SPF DKIM DMARC Complain Feedback Loop (FBL) Definition SPF allows ISPs to verify that mail can originate from mail servers for a given domain name. The DKIM signature associates the domain name with an message with a digital signature. The DMARC defines which actions the ISP must take if the SPF and/or DKIM are not correctly authenticated. The FBL (or complain feedback loop) is a mechanism that informs the sender of an if the recipient (some IPS only) flagged the as SPAM. Analogy snail mail The authorization given to the postman by the company sending the letter. Signature at the end of a letter. The action a company asks us to take if we receive a fake letter in its name.

40 Concepts Bounce Hard bounce Soft bounce Definition A bounce is a notification of an error or delivery failure, which originates from the recipient s server to the sending server. A hard bounce is final (the address is invalid, the address no longer exists, ). A soft bounce is a temporary bounce (the recipient s box is full, ). Analogy snail mail Undelivered Letter No longer Lives at This Address.

41 General information about ISPs Contact with the European ISPs (Orange, SFR, FREE, ItaliaOnline, Belgacom) is more interpersonal than contact with American ISPs (Microsoft, Gmail, AOL, ) Orange automatically blacklists a sender if complaint rates are > 1.5% (but can also do this if the rate is > 1%) LaPoste automatically blacklists a sender if complaint rates are > 3% Gmail uses an algorithm of more than 800 variables to decide in which folder an is stored

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