Deliverability and IP Warming

1. Deliverability and IP Warming

2. Agenda • What is Deliverability? • What is IP Warming? • Why is IP Warming Important? • Methodology • Guidelines for IP Warming • Reputation/Authentication Migration • Additional Resources

3. What is Deliverability? • Keeping email out of SPAM / Junk filters • Historically based on content • Now based on reputation of sending IP address • Reputation can be checked at www.senderscore.org

4. What is IP Warming? • Process to establish a positive sender reputation for your IP address(es) • Other benefits: • Cleanse your list of contacts (bounces, etc) • Check best practices in list management, technical set-ups of your installation, etc.

5. Sending Reputation • Every sender (IP address) of email has a reputation, based on historical email behavior • Reputation is measured and published by ISPs in the form of a Sender Score • ISPs perform reputation filtering

6. Key Factors • Complaints • Most important factor: Human response to unwanted mail • Very low threshold – 0.01% of all email sent • Bouncebacks • High bouncebacks signal bad lists/list management practices • Spammers send to as many addresses as possible: • No regard for validity of addresses • Volume is the only objective • Hard for receiver to differentiate between bad list management and actual spamming • SPAM Traps • Valid email addresses used to catch SPAM • Hidden, therefore only found via harvesting • ALL email sent to a SPAM trap is unsolicited • Created primarily by ISPs & anti SPAM organizations

7. Why is IP Warming Important? • Receivers heavily scrutinize email from new IPs as they do not know if it is legitimate • Warming allows for slow volume increase, as well as clearing out list issues • Low initial volume helps avoid volume blocks • Limits complaint likelihood (best contacts, targeted campaign) • Bouncebacks on low volumes get less notice • Active contact requirement eliminates SPAM traps • Builds solid reputation

8. Methodology • Suggested messaging / objective • Data harvest campaign with incentive (must be CAN-SPAM compliant) • Update your subscription options • Newsletter • View archived web content (white papers, demos, etc.)

9. Guidelines for IP Warming

10. Setup • Branding & Deliverability • Standard, Enterprise or Premium package • Subscription management • Email footer • Guidelines for IP Warming

11. List Criteria • Large lists make it easier to identify and address issues • No matter the list size, still able to address invalid email addresses, complaints, and Spam Traps in list • List should be clean in order to minimize hard bouncebacks • Possible to have high bounce rate if the previous email provider (where applicable) did not have had a robust bounceback system • List should not contain opt outs/unsubscribes • If possible, target recent contacts (those who have been sent email in the past three months) • Guidelines for IP Warming

12. Content • Email content should have clear, targeted messages • Avoid using time-sensitive emails since the warming process requires minimum 30 day period • Use simple HTML/Template or Plain Text; avoid complex code, excessive images, or CSS • Include messaging that contacts expect to see • Use familiar domains/branding • Examples: • Welcome emails • Update Your Email Preferences campaign • Guidelines for IP Warming

13. Monitoring • Prior to sending the first batch, run a General Deliverability test to be used as a baseline report • Check for any IP blocks – then address as needed • After each batch send: • Check the Bounceback History report for comments like ‘SPAM’ or ‘Blocked for Abuse’ • If bounce rate exceeds 10%, consider revising the list before proceeding with the campaign • Check the SPAM Unsubscribe report for complaints • After two weeks, run another General Deliverability test to check progress • After the IP warming process is complete, run another General Deliverability report to see the final results • Guidelines for IP Warming

14. Reputation/Authentication Migration • You can leverage your existing sender reputation by adding your Eloqua assigned dedicated IP range to your existing SPF record prior to IP warming • This means you will have your existing IP(s) and new Eloqua IP(s) co-mingling in your SPF record allowing for IP reputation migration • Once the IP warming project is complete, you can remove your old IP(s) from the SPF record • If DK/DKIM is being used, your private key information can be transferred to Eloqua as long as you use the same domain configuration/structure that has an existing public key in it • Eloqua can configure its servers to send using your private key thus allowing domain reputation to migrate as well

15. Additional Resources The Grande Guide to Deliverability Eloqua’s Deliverability Briefcase Email Deliverability Playbook