Email Marketing 201 How a SPAM Filter Works - - PowerPoint PPT Presentation
Email Marketing 201 How a SPAM Filter Works $!%
Page 1
@netprospex blog.netprospex.com
& # '#!""
www.twitter.com/pinpointe www.pinpointe.com/blog
Page 4
Our webinars are free so please share! Tweet our tips: @Netprospex, @Pinpointe Share our blogs:
Slides, recording at: pinpointe.com/resources
Page 5
Page 6
Augment Email Data 21 million decision makers User-generated contacts Verified + guaranteed Hard-bounce replacement All job titles & industries Thousands of new contacts per month Title, email address, direct dial, social media, URL Buy or trade
888-826-4877
Page 7
Overview: Email Delivery Architecture What Affects Email Delivery?
Page 9
Page 10
Create email 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 email
Schedule / send away! Email merge occurs – emails sent from ESP mail servers
()*(+,-( +. / 0//&1&
Page 11
Email received by recipient’s corporate spam filter Spam filter (email firewall) checks:
If all tests pass –> next step (YEAH!)
Page 12
ReturnPath claims >70% of decision to
SPAM filters are networked Accumulate history of email senders Accurate view of reputation over time Share reputation info to other filters Real-time!
Page 13
Aggregated reputation information Email server IP history/reputation Is sender on global white-list? Blacklisted URLs? Domain? IPs? Any ‘SPAM honeypot’ hits? SPAM complaint rates? (<1:1000) Bounce / delivery rates against domain? Do reverse DNS entries match? How long has domain been registered? When does domain expire? If PASS -> Forward to local inbox (YEAH!)
Page 14
Applies local / personal settings Is sender locally white-listed? … In address book? Is sender /sending domain locally
Have I marked previous emails
Often runs a local content filter
Page 15
2& %8:;0%8 /*03,
;! 30= 20:1/2 7&1 8=33>
Page 16
+30&3?
01-3@=
(B) 82%
%1&&1
Page 17
8< 82%-3=1/A3 0&3?
CB9 %&138<!0!
%8(D(7/0&3? <) BBB BBB::B?
Page 18
8 ;0E00 803B3330
;033
2+88!F+B
Page 19
%G//AB:H%/ I&78 H:B? . 8<
Page 21
Page 21
+/&B3/&//&9 03@:
J/&) %K/%K %K2BBB ;6&&1:0*/, &1/!F%88< 0/!F0 *C3/,1//
Page 22
Page 22
5333/9 1&B. /01 2/. "LM"L 7$5 !/B!
N1B37833
Page 23
Page 23
Covered in Email Marketing 101 Webinar: www.pinpointe.com/resources Analyzes email 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
Page 24
Email delivery is more than just content filtering If you understand email delivery, you will: Design better / more efficient emails Select vendors more intelligently Improve delivery / response rates / ROI Resources- www.twitter.com/pinpointe www.pinpointe.com/blog
Page 28 28
Goto www.pinpointe.com/get-started Use coupon code: PPTNPW100 for 1 FREE month Join us for future webinars For questions, or to request a trial account, please contact: Craig Stouffer Pinpointe (Email Marketing) cstouffer@pinpointe.com (408) 834-7577 x125
www.twitter.com/pinpointe www.pinpointe.com/blog
@netprospex blog.netprospex.com