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EMAIL



                        terms
19
     DELIVERABILITY
     you should know…
I’m Jenn Yorke.
                 Nice to meet you.


JENNIFER YORKE
Sales Trainer
@jenniferyorke
1   CAN-SPAM  - 2003 Federal law



Standards
for sending
COMMERCIAL
email
DELIVERABILITY           2
- action
           The ability to
           GET AN EMAIL
           into the intended
           recipient’s INBOX
3     ACCEPTANCE RATE
       - it doesn’t mean it got to the inbox

The PERCENTAGE of
emails that are
ACCEPTED by
a mail server
4     SENDER POLICY FRAMEWORK
                             - technical stuff

A Domain Name Server (DNS)
record that says an IP or
domain CAN SEND EMAIL
on my behalf
When you send an ever
                 increasing number of
           emails out of an IP address
               in order to build up the
                       IP’s REPUTATION



5 WARMING UP AN IP
   - so you can get email into an inbox
Return Path’s
                        REPUTATION rating
                        of 0-100 for
                        every outgoing
                        mail server IP



SENDER SCORE 6
- Low score? Good luck getting into an inbox
HARD BOUNCE                           7
        - like hitting a brick wall




A permanent
FAILURE to deliver
an email
8   SOFT BOUNCE
                            - like hitting a softer brick wall


                            TEMPORARY problems
                             with email delivery
                            After 72 hours it turns
                            into a Hard Bounce


Image credit: Gayle N
9       SINGLE OPT IN
        - you’re in!

    Usually involves taking
    a form ENTRY and
    immediately adding that
    person to a live email list
                              Image credit: Dystopos
DOUBLE OPT IN 10
    - confirm you’re in!

               For a user to be added to
                  an email list, she gets
                    sent an email with a
                   CONFIRMATION link.

            After the user clicks the link,
          she gets added to the ongoing
                   email communication.
11

SPAM
       - junk


NOT ASKED FOR or
not work-safe email
12 SPAM REPORT
           - feedback



When someone
receives your email
and labels it as“SPAM”
13   BLACK LIST
         - a very bad thing


         A list that
         denotes a
         sender as a
         SPAMMER
14     HONEY POT   - trouble



A planted
email address
designed to CATCH
spammers
15     HAM
        - good stuff



Email that is generally desired
and isn’t considered spam.

                            Image credit: Sifu Renka
16   SPAM TRAP
     - It all starts with a dead email

     For a time, email that hits a dead email
     address will return
     a hard bounce.

     When the mail server sees traffic
     going to the dead address,
     it can turn the email into a Spam Trap,
     accept the email &
     report the sender as a SPAMMER.
17   OPEN RATE
     - measured with a hidden pixel


                   When someone
                   clicks on an email,
                   the PIXEL (image)
                   loads and is
                   counted as an open
18   READ LENGTH
        - do they like your content?


                    The length
                    of TIME
                    when a
                    person opens
                    an email,
                    until they
                    close it
19   DKIM
       - digital signature




A method for associating a DOMAIN
name to an email message

                             Image credit: DwarfVader
LEARN
MORE
ABOUT
EMAIL
MARKETING.



DOWNLOAD HUBSPOT’S FREE EBOOK:
http://bit.ly/HS-Email

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19 Email Deliverability Terms Every Marketer Should Know

  • 1. EMAIL terms 19 DELIVERABILITY you should know…
  • 2. I’m Jenn Yorke. Nice to meet you. JENNIFER YORKE Sales Trainer @jenniferyorke
  • 3. 1 CAN-SPAM - 2003 Federal law Standards for sending COMMERCIAL email
  • 4. DELIVERABILITY 2 - action The ability to GET AN EMAIL into the intended recipient’s INBOX
  • 5. 3 ACCEPTANCE RATE - it doesn’t mean it got to the inbox The PERCENTAGE of emails that are ACCEPTED by a mail server
  • 6. 4 SENDER POLICY FRAMEWORK - technical stuff A Domain Name Server (DNS) record that says an IP or domain CAN SEND EMAIL on my behalf
  • 7. When you send an ever increasing number of emails out of an IP address in order to build up the IP’s REPUTATION 5 WARMING UP AN IP - so you can get email into an inbox
  • 8. Return Path’s REPUTATION rating of 0-100 for every outgoing mail server IP SENDER SCORE 6 - Low score? Good luck getting into an inbox
  • 9. HARD BOUNCE 7 - like hitting a brick wall A permanent FAILURE to deliver an email
  • 10. 8 SOFT BOUNCE - like hitting a softer brick wall TEMPORARY problems with email delivery After 72 hours it turns into a Hard Bounce Image credit: Gayle N
  • 11. 9 SINGLE OPT IN - you’re in! Usually involves taking a form ENTRY and immediately adding that person to a live email list Image credit: Dystopos
  • 12. DOUBLE OPT IN 10 - confirm you’re in! For a user to be added to an email list, she gets sent an email with a CONFIRMATION link. After the user clicks the link, she gets added to the ongoing email communication.
  • 13. 11 SPAM - junk NOT ASKED FOR or not work-safe email
  • 14. 12 SPAM REPORT - feedback When someone receives your email and labels it as“SPAM”
  • 15. 13 BLACK LIST - a very bad thing A list that denotes a sender as a SPAMMER
  • 16. 14 HONEY POT - trouble A planted email address designed to CATCH spammers
  • 17. 15 HAM - good stuff Email that is generally desired and isn’t considered spam. Image credit: Sifu Renka
  • 18. 16 SPAM TRAP - It all starts with a dead email For a time, email that hits a dead email address will return a hard bounce. When the mail server sees traffic going to the dead address, it can turn the email into a Spam Trap, accept the email & report the sender as a SPAMMER.
  • 19. 17 OPEN RATE - measured with a hidden pixel When someone clicks on an email, the PIXEL (image) loads and is counted as an open
  • 20. 18 READ LENGTH - do they like your content? The length of TIME when a person opens an email, until they close it
  • 21. 19 DKIM - digital signature A method for associating a DOMAIN name to an email message Image credit: DwarfVader