Teach Me How: B2B Deliverability in a B2C World

Transcription

1 Teach Me How: B2B Deliverability in a B2C World Chris Arrendale CEO & Principal Deliverability Strategist Inbox Pros Agenda - Outline Delivery versus Deliverability Provisioning - Subdomains and IPs Deliverability Metrics and Tracking Teach Me - Bounce Records Spam Traps B2B Feedback Loops and Complaints Authentication (SPF, DKIM, DMARC) Teach Me - Headers Crucial s to Monitor Working with IT and Whitelisting Brains of a B2B Spam Filter Deliverability Signals B2B Deliverability Tools Resources and Checklist 1

2 Delivery versus Deliverability Delivered is the way to measure that the was accepted by the recipient s mail server Deliverability is getting to the inbox and measuring the open/click statistics Getting your into your subscriber s inbox is the only way to get opens, clicks, and conversions Deliverability is constantly changing and evolving PROS Provisioning - Shared vs. Dedicated IPs DEDICATED IP ADDRESSES Easier to whitelist DNS Records point back to one sender CONS More expensive Responsible for reputation PROs SHARED IP ADDRESSES More cost effective CONs Share Reputation Difficult to whitelist DNS Records are grouped More opportunity to be blacklisted 2

3 Provisioning - Domains vs. Subdomains Domain versus subdomain is important for B2B deliverability Domain reputation is built upon the subdomain Very important for Google Apps and Office 365, among others Select the appropriate subdomain, apply the proper DNS records, and warm up the new subdomain Teach Me - Bounce Records 3

4 Spam Traps Spam Traps are real addresses that don t bounce Often ISPs/networks will take over abandoned addresses and turn those into spam traps Set up and monitored by blacklists and others Different types: Typo (example - tomsmith@comnast.net) Recycled (older that was invalid for years) Pristine (never signed up for any s) B2B Feedback Loops and Complaints A Feedback Loop is a system in which complaints, from the recipient, get sent back to the provider that sent the to alert that someone has complained Difficult for B2B senders as FBLs are mostly for B2C senders FastMail Rackspace Synacor Tucows (OpenSRS) 4

5 Authentication (SPF, DKIM, DMARC) SPF - Sender Policy Framework is a TXT record in a domain s DNS space telling recipient servers which IP addresses are authorized to send mail from that domain. DKIM - Domain Keys Identified Mail is a method of using a secret private key to encrypt an identity signature included with the that can only be decrypted with the public key published in the DKIM domain s DNS space. DMARC (Domain-based Message Authentication, Reporting, & Conformance)- DMARC is an validation system designed to detect and help prevent spoofing and phishing by instructing the recipient ISP to look for Identifier Alignment. Authentication (SPF, DKIM, DMARC) 5

6 Authentication - Brand Protection Teach Me Headers 6

7 Crucial s to Monitor Set up and monitor and s Blacklists and network operators send to these for your organization Monitor replies All of this helps with engagement and customer service Working with IT and Whitelisting IT hates you and tries to not deliver any bulk marketing messages IT will normally only whitelist a dedicated IP address Can no longer just whitelist the IP Whitelist the IP, sending domain, and bounce domain (envelope-from) 7

8 Brains of a B2B Spam Filter B2B Deliverability Signals 8

9 B2B Deliverability Tools - Office BCL Values 1, 2, 3 - The message is from a bulk sender that generates few complaints. 4, 5, 6, 7 - The message is from a bulk sender that generates a mixed number of complaints. 8, 9 - The message is from a bulk sender that generates a high number of complaints SCL Values 0, 1 - Non-spam because the message was scanned and determined to be clean 5, 6 - Spam 7, 8, 9 - High confidence spam B2B Deliverability Resources - Sites Sender Score - Cyren - Proofpoint - Symantec - Trend Micro - Cisco Talos - WatchGuard - Cloudmark - McAfee - MultiRBL - ProjectHoneyPot - CASA - UCEPROTECT - Nixspam - Invaluement - Webroot - 9

10 B2B Deliverability Resources - Checklist Ask me anything at the Post-Presentation Huddle! Chris Arrendale, CEO of Inbox chris@inboxpros.com 10