Neolane Email Deliverability Best Practices

© Neolane - 17/06/2010 Neolane Evolution Paris 2010 1

Neolane Email Deliverability Best Practices

David Letemple & Jean-Michel Radiskol

Deliverability Experts


Marketing reputation

Marketing Reputation

Reputation

20% of opt in email messages are blocked by their recipients or by ISP anti-spam filters

recipientsadvertiser

Loss of reputation leading to blacklisting is due in 70% of cases to complaints from recipients

Message deliverability quality

Reputation is the key point: It is critical to implement solutions to monitor and improve it

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Deliverability optimization cycle

Data qualityRelevant content

Sending infrastructureReputation monitoring

● Data collect

● Unsubscription process

● Managing bounce strategies

● Best practises

● Check HTML syntax

● Spam Scoring

● Inbox rendering

● Number of IPs / Domains configuration

● Classes of services

● Network configuration

● Authentication

● Campaign monitoring dashboard

● Inbox monitoring

● IPs monitoring dashboard

Neolane helps Companies improve their MarketingReputation through 4 major directions!




Sending infrastructure● Number of IPs / Domains configuration

● Classes of services

● Network configuration

● Authentication




Sending Infrastructure

In order to achieve maximal deliverability, the Neolane MTA implements all of today's SMTP extension standards aiming at securing and authenticating emails, namely:

Sender ID Framework

■ Microsoft’s Hotmail solution

Sender Policy Framework (SPF)

■ Similar to Microsoft’s Sender ID and has been adopted by several mainstream companies (AOL, Google, etc.)

DomainKeys & DomainKeys Identified Mail

■ Developed largely by Yahoo!

Each of these authentication mechanism can be turned on or off on a per domain basis, with a sensible default based on Neolane field expertise.



Data quality

● Data collect

● Unsubscription process

● Managing bounce strategies




Bounces management

Neolane handles Bounce strategies with different status:■ SMTP Hard bounce (e.g. user unknown) -> Blacklisted

■ SMTP Ignored bounce (e.g. too busy)

■ SMTP Soft bounce (e.g. mailbox full) -> Risk of Quarantine

Recipient address

Final status of recipient’s address

Quarantine status reason

Email communication that caused the quarantine



Relevant content

● Best practises

● Check HTML syntax

● Spam Scoring

● Inbox rendering




Check HTML syntax

Neolane provides tools to check and assist in controlling and resolving HTML code quality ■ These tools are integrated within Neolane Email Wizards

Without diagnostics With diagnostics


Spam Scoring

Neolane’s SpamScoring performs a list of tests on outbound emails to determine whether the message could be considered as spam or not.

Neolane’s SpamScoring feature helps marketing users improve their outbound email communications

Neolane’s SpamScoring functionality is built-inemail doesn’t pass email OK to go!


Inbox Rendering / Inbox Testing

This feature determines :■ how your campaign will look like across the main ISP on the market

■ The folder in which messages has been received



Reputation monitoring

● Campaign monitoring dashboard

● Inbox monitoring

● IPs monitoring dashboard




Thank you!

Contact Information

Jean-Michel Radiskol

Chief Deliverability Officer

[email protected]

Date post:	01-Nov-2014
Category:	Business
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Neolane Email Deliverability Best Practices

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