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Email Deliverability Tools, Tactics & Resources Result(s): 1 - 10 of 25
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AOTA (the Authentication and Online Trust Alliance) is a consortium of leading Internet companies that have joined together to focus on trends and best practices for Internet authentication and reputation standards and technology. We know, your heart is aflutter with anticipation. In any case, you will be interested to learn that at the time of writing, all 25 of the session presentations from their annual info-packed two-day conference are available at their site.
The presentations cover a wide range of authentication and reputation topics from in-the-trenches technology leaders like Habeas, Microsoft, Hotmail, TRUSTe and the FBI (which covered identity theft). Presentations were also given by companies that send mega-millions of email marketing messages like eBay, GoDaddy, Publisher's Clearing House and National Geographic.
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There are so many email filters and systems out there trying to stop your emails from being delivered. As the saying goes, the mail must get through, and one way to make sure your email gets through is to ask your email subscribers to whitelist, or approve, your email publication. Depending upon their email/inbox provider or email filtering system, there are different ways to do so. But if you can persuade them to do so, the result is that your recipients specify that they should always receive any emails that you send. Their inbox providers or filtering systems will honor those requests. How do you achieve this delivery nirvana? CleanMyMailbox offers this complimentary tool whereby you can generate specific instructions for your subscribers on how to whitelist your publication(s) within a variety of popular fitering solutions. Simply fill in and submit the form, and you'll be presented with the HTML code you need to offer your own customized whitelisting instructions web page on your site.
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While everyone and their uncle has rushed to publish a whitepaper or article on CAN-SPAM and its impact on email marketers, we prefer the common sense guide put together by ClickZ contributor and Internet marketing consultant Jeanne Jennings. You just can't beat action points. Her synopsis includes an overview of some new terminology from Congress, a 10 point checklist of things to do right now to get into compliance, a timeline of when future provisions will flesh out and take effect and a link to the full text (all 21 pages of legalese) of the CAN-SPAM Act. Stay tuned for updates.
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This email deliverability monitoring service offers a suite of tools that monitor, at one fell swoop, some of the key components of your email deliverability. It will check your email campaigns against major ISPs and mail providers in user-defined geographical regions to see if your emails are getting blocked by a particular ISP. It will make sure that you are not on any of the major blacklists. It will determine whether your emails comply with key sender authentication standards. It will identify mail server configurations that could result in blocked emails. It will run your emails through the most widely used corporate and consumer spam filter software and services. It slices and it dices and it summarizes all findings into reports that tell you how to improve your deliverability. Delivery Watch was developed by emarsys eMarketing Systems, one of Europe's leading email service providers, and clients include Greenpeace, Warner Home Video, ACNielsen and Canon. Pricing ranges from $55(US) to $150 per month, and there is a complimentary trial available at the site.
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Deliverymonitor.com tracks your campaign delivery to the world's top ISPs and tells you what percentage of email arrived to users' inboxes vs. bulk email boxes vs. no delivery all together. To do so, you seed your subscriber list with email addresses at top ISPs. When your newsletter is sent, the seed addresses are also sent a copy of the issue. This service then checks those mailboxes for you and creates a detailed delivery report. They also track cumulative campaign delivery, specific deliverability to the 16 major and dozens of less major ISPs tracked, the length of time it took each delivery to get to said ISPs, IP bl0cklist monitoring, URL bl0cklist monitoring and more. The service is subscription-based and at the time of writing a gratis trial was available at the site.
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Many believe that the solution to curbing spam comes from a combination of authentication (is this email from whom it says it is from?) and reputation assessment (does this company follow email marketing best practices and play nice?). Of course, someone or some thing would have to make judgments about a company's reputation. That is where third-party Reputation Management Services (RSPs) step in. RSPs monitor a sender's performance and provide objective information to receivers. Receivers can then use the data according to their internal rules for accepting and placing email. The Email Sender and Provider Coalition (ESPC), a cooperative of more than 75 companies working to eliminate abusive email practices, has provided this reputation position statement that outlines the guiding principles of email reputation. It also provides a framework for public and private reputation services. Before you sign on with an RSP, or decide that you don't need one, you owe it to yourself to learn more about the coming era of reputation management. You can do so here.
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This service monitors your bouncing and invalid email addresses and cleans things up by removing them from your list. All is not lost, because they then categorize all email addresses removed for future attention. If your email list is "dirty," that hurts your deliverability. Not only will it lead to inaccurate conversion rates for your mailings, but also, ISPs monitor the percentage of a mailer's list that is dirty. Your unkempt list could get you blocklisted and thus non-deliverable to your end users. In addition to bounce management, this service tracks and fixes things like misspelled ISP addresses, inaccurately formed email addresses, email address message redirects and the like.
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Goodmail is an email accreditation provider whose stamp on your email will help it bypass filters at ISPs that have agreed to honor it. For a fee ($2.50 CPM plus a $399 fee, current at this writing), it will research your company, review your email marketing history and patterns, check out your email service provider (if you use one) and make sure that you are a good citizen. Then, if you become accredited, your messages are sent through the CertifiedEmail service. They have cryptographically secure tokens attached to assure the email recipient that the message is really from that sender. In addition, Goodmail securely tracks each message, manages sender privileges and behavior, and reports on delivery and activity at the message level. Major companies such as banks, retailers and others whose brands are typically spoofed by evildoers are prime candidates for such a service. Their recipients can feel confident about the authenticity of their messages because each authenticated email will have the equivalent of the "Good Housekeeping Seal of Approval" on it. Considering that launch partners AOL and Yahoo! together account for about 50% of all email recipients out there, you might want to check it out as well. You can do so (and apply, should you desire) here.
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Even the most vigilant and legitimate of email marketers can have their emails mistakenly filtered as unwanted or junk mail at the ISP or individual level (an estimated 15% of legitimate email lands in the junk pile according to recent studies). Habeas aims to provide marketers with a way to tag their email as legitimate, using the "Sender Warranted Email" (SWE) system. Think of it as a Good Housekeeping seal for email messaging. Marketers purchase a license from Habeas and in return they are able to use the patent-pending Habeas Warrant Mark in the header of their emails. This Warrant Mark certifies that the email should be considered "friendly fire," and theoretically it should be permitted to slip through filters and blocks at the ISP and individual level. The company is actively defending the concept through copyright and trademark law, and is vigorously partnering with ISPs and filtering systems. Contact the company for pricing.
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LashBack handles IP reputation management by offering a tool for email publishers, a tool for email service providers, a tool for advertisers and a tool for ad networks. To do so, it focuses on being an authority on CAN-SPAM compliance and monitors the emails sent by its clients for strict adherence to all rules. For example, ad networks must focus on list suppression, the opt-in process their clients use to gather email addresses and the like. If an advertising network does not adhere to expected guidelines their online reputation could suffer -- and so will their customers, because in the end messages won't get delivered.
Other services include the monitoring of unsubscribe processes and an interesting service called BrandAlert. BrandAlert monitors millions of email messages for use your designated keywords, such as your brand name. In doing so you may catch unlawful emailings or identity theft. At the time of writing you could quickly check your IP reputation with a complementary tool that whips your IP address through their various monitoring touchpoints.
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Copyright Chase Online Marketing Strategies, Inc. 2009. All Rights Reserved. Contact Information Last Updated: Wednesday, June 24, 2009 | |
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