Inbox Pros Blog   »   Recent Presentation: “2017 Deliverability & Beyond – What Eloquans Need to Know” (Part 2)

February 24, 2017

Recent Presentation: “2017 Deliverability & Beyond – What Eloquans Need to Know” (Part 2)

Author | Brittany McCusker

 

CEO, Chris Arrendale on January 31st gave a presentation called ‘2017 Deliverability & Beyond -What Eloquans Need to Know’. This presentation was give at the Twin Cities Oracle Marketing Cloud User Group and involved deliverability, how it’s related to complaints, spam traps, list management, recipient engagement, WhoIs registrants, DMARC authentication, Gmail Postmaster Tools and Microsoft Smart Network Data Services (SNDS). In part 1 we went over the definition of deliverability and how it related to spam traps, complaints, and filters. In this post you will find information from Chris Arrendale’s presentation on clean lists, engagement rates, WhoIs, DMARC, Gmail and Microsoft Inboxes.

Clean Lists

 

BIggest Impact on Deliverability

 

List management is vital when looking into deliverability. Clean and up-to-date lists have the biggest impact on improving the likelihood of emails reaching the inbox. If you are worried about growing your email list, make sure you have a prominent opt-in form, provide a compelling reason for visitors to subscribe, and incorporate social.

 

Engagement Rates

Recipient engagement depends largely on attractive subject lines and content count. Make sure you are using subject lines that appeal to your customer and where they are in the buyer’s journey as well as how they have been interacting with your content in the past. Holidays make a difference as well. During December, new year subject line ideas will be different than say Valentine’s day subject line ideas. Therefore, it’s important to take into account everything you can when creating a subject line for your subscriber. The more personalized your subject line, the better your open rate! Be aware, some subject lines will trigger spam filters. Landing pages and images can also.

 

It is important to check landing page and image path domains. Make sure the domain and images you use are not on a blacklist or have reputation issues. This will hurt your deliverability. Social media links are at a higher risk for possible target of reputation problems. Whitelisting both the sending domain and bounce domain (return-path), not just the IP will help ensure delivery of your message.

 

WhoIS

A WhoIs registrant is set up when a domain is created/purchased. It will include contact information for the domain owner. Gmail and Google Apps count against domains that are set to private registration. Learn more about WhoIs public and private domains and how they affect SEO & email deliverability.

 

DMARC

DMARC Authentication is the pathway to the inbox. It stands for Domain-based Message, Authentication, Reporting & Conformance. It is an email validation system designed to detect and help prevent email spoofing. DMARC is built on top of two existing mechanisms; Sender Policy Framework (SPF) and Domain Keys Identified Mail (DKIM). Even if SPF and DKIM pass authentication, DMARC will fail if the identifiers are not aligned.

 

“2017 Deliverability & Beyond - What Eloquans Need to Know”

 

 

Gmail Inbox and Microsoft Inbox

Gmail started providing postmaster tools in 2014 for invite-only individuals. Google states that the tools are for qualified, high-volume senders to monitor sender-information closely. This information includes authentication, sending reputation, spam complaints and delivery errors.

 

Here is an Exchange & Office 365 header analyzer. When using Office 365 IP Unlock page ensure that you use the email address at which the error message was sent, and the IP address that is specified in the error message. The portal sends an email to the email you supply. Then, click the confirmation link in the email sent to you by delisting portal.

 

The Microsoft Smart Network Data Services (SNDS) gives you the data you need to understand and improve your reputation at Microsoft. The data includes filtering color, complaint rate, and spam trap hits.

 

Clutter in Office 365 is an email sorting tool available to Office 365 customers. It moves your low priority messages out of your inbox so you are easily able to scan for important messages. Clutter analyzes your email habits and is based on behavior. It determines the messages that you’re most likely to ignore, then moves those messages to a folder called ‘Clutter’ where they can be reviewed later.
In conclusion, to increase engagement, conversion, and performance at work; clean and make sure lists are up-to-date because they have the biggest impact on improving the likelihood of emails reaching the inbox. Make sure the domain and images you use are not on a blacklist or have reputation issues and when creating a new website make sure WhoIs is private because Gmail and Google Apps count against domains that are set to private registration. If you are having trouble with Microsoft emails look into The Microsoft Smart Network Data Services (SNDS) because it gives you the data you need to understand and improve your reputation at Microsoft.

Click here for access to Chris Arrendale’s full SlideShare presentation

Click here to view part one

Click here to request more information