A Marketer's Guide to the 4 ISP's
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1. The document discusses the "Big Four" ISPs and provides tips for marketers to improve email deliverability. It focuses on reputation factors like IP permanence, list hygiene, content, complaints, and engagement. 2. Specific tips include understanding engagement data, maintaining list hygiene through practices like confirmed opt-in and segmenting new subscribers, and utilizing authentication methods and a solid sending infrastructure. 3. Each major ISP is described in terms of spam filtering techniques, feedback loops, and what is needed for prioritized delivery status. Partners of the ISPs are also listed.
A Marketer's Guide to the 4 ISP's
- 1. A Marketer's Guide to the "Big Four" ISPs
- 2. Matt Rausenberger Sr. Director, Deliverability Consulting Return Path, Inc. matt.rausenberger@returnpath.net eec Co-Chair Deliverability & Compliance Roundtable PSVillage Co-Chair Denver Chapter
- 4. A Few Common Truths About Email and Receivers
- 5. 1. ISPs are focused on providing a great email experience to mailbox users Common Truths 2. 99 / 100 deliverability issues are the sender’s problem About 3. ISPs put a heavy weight on a Email and sender’s IP reputation Receivers 4. Engagement is important 5. Batch and blast is a thing of the past 6. ISPs will mediate with senders if subscribers are engaged and vocal about your email deliver (Detailed Info is needed to support your case) 7. ISPs have a tough time sorting the good, the bad, and the ugly email
- 6. Reputation Factors Infrastructure IP Permanence List Hygiene Content Complaints Engagement
- 7. Fun Facts #1 ISP with 350 million active users / 1 billion mailboxes HoTMaiL launched in 1996; acquired by Microsoft in 1997 8 billion emails per day for all domains #2 ISP with 280 million users / 320 million with its partners Y! launched in 1995 but email came later #3 ISP with 193 million users Launched beta 2004 and general public in 2007 Fastest growing ISP #4 ISP in size Email launched in early 90’s Global presence is about half that of the top three ISPs
- 8. Spam Filtering Patented Spam Guard Home-grown, Home-grown SmartScreen Technology learned system Focus mainly on anti-spam All Aspects of “This is Spam” IP filtering Reputation vs. “This is not technology “This is Spam” vs. Spam” Votes Heavy Emphasis “This is not Spam” Panel data on URL Content Domain and IP Votes (Active Users) and User Consideration Complaints Invalid recipients Junk or Not (Trusted Voter or Unknown Users Junk Votes Community) Engagement URL Content Filtering Engagement Domain and IP Consideration
- 9. Keep Complaints to a Minimum Best Practice
- 10. Methods to Reduce Complaints Set expectations Respect unsubscribe requests Be recognizable Send relevant content Analyze complaint data
- 11. Junk e-Mail Reporting Program (JMRP) FBL’s by individual domain (requires DKIM) No FBLs List Unsubscribe Feedback Loops Set industry standard for FBL application
- 12. Engagement Panel Data Shapes their Filters How active subscribers are with the mail Considerations for Mail Placement (Inbox vs. Junk Folder) Trusted Voter Community In-house solution, coupled with a 3rd Party Filters “This is Spam” vs. “This is not Spam” Votes Priority Inbox Analyzed engagement for a long period of time Similar to Yahoo! Engagement Trumps Complaints
- 13. Understand Engagement Best Practice
- 14. Best Practice Import Address Book Maintain Your List
- 15. Consistent Hygiene Review your data collection processes and modify if necessary Use Confirmed Opt-In Segment new subscribers on IPs Monitor unknown user rate Grow your list organically Review your internal bounce categorization routine Monitor sending logs Monitor Blacklists
- 16. Sending Requirements & Authentication Sender ID DKIM look up when SID does not pass Throttles mail from new IPs Reviews both DKIM and SPF Max of 20 messages per SMTP connection reject if open relay or open proxies SPF, DKIM and DomainKeys From matches d= in DKIM record Shared IPs should sign DKIM w/ Unique domain Both DKIM and SPF is best practice DKIM will help maintain reputation across IPs Fail of both SPF and DKIM = Spam folder
- 17. Best Practice Utilize a Solid Sending Infrastructure
- 18. Best Best Practice Practice Maintain Sending Permanence
- 19. Sending Reputation Tools Microsoft SNDS AOL Reputation Check Tool Gmail List-Unsubscribe Link Enabled Return Path Sender Score
- 20. Prioritized Delivery No internal Whitelist Return Path’s Email Certification Program Yahoo offers an internal Whitelist Return Path’s Email Certification Program No Whitelist Priority Inbox AOL Standard Whitelist AOL Enhanced Whitelist
- 21. Partners
- 23. Partners Sympatico (Bell Canada) AT&T (BellSouth, SBC, Ameritech) Verizon Rogers, BT, TNZ, and Nokia
- 24. Partners Sympatico (Bell Canada) AT&T (BellSouth, SBC, Ameritech) Verizon Rogers, BT, TNZ, and Nokia ig.br virginmedia.com sify.com
- 25. Partners Sympatico (Bell Canada) AT&T (BellSouth, SBC, Ameritech) Verizon Rogers, BT, TNZ, and Nokia ig.br virginmedia.com sify.com CompuServe Netscape
- 26. Deliverability Blogs Return Path www.returnpath.net Deliverability.com www.deliverability.com Word to the Wise blog.wordtothewise.com Al Iverson blog.exacttarget.com/blog.php/al-iverson
- 28. © 2011 Return Path, Inc. www.returnpath.net | Confidential, do not reproduce