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IP Warming

IP Warming. Overview and Implementation Using Eloqua. Agenda. Background Overview of IP Warming Methodology Campaign Prerequisites List Criteria Content Monitoring Authentication Migration. Background.

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IP Warming

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  1. IP Warming Overview and Implementation Using Eloqua

  2. Agenda • Background • Overview of IP Warming • Methodology • Campaign Prerequisites • List Criteria • Content • Monitoring • Authentication Migration

  3. Background • To keep pace with spammers, Internet Service Providers (ISPs) now perform reputation filtering and focus less on content filtering • Each sender of email has a reputation that is based on their historical email behavior • Reputation is measured and published by ISPs in the form of a Sender Score • Analogous to credit score for financial institutions • It takes 30 days to run an effective IP warming program

  4. Overview of IP Warming • What is IP Warming? • Establishing a positive sender reputation for your new Eloqua IP address by gradually increasing the volume of email that is sent from that IP • Allows Eloqua to cleanse your list from hard bounces, Spam Traps, and complaints not given to you by your last provider • Allows us to check best practices in list management, technical set-ups of your installation, etc. • More information: http://www.clickz.com/3631092 • Why is it important? • There is no historical email activity on your Eloqua IP address so ISPs do not know if your message is legitimate, relevant and permission-based • There is a higher risk that ISPs will block your email if: • A high number of hard bouncebacks or complaints are generated • A sudden, large volume of email is sent from a new IP address

  5. 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.)

  6. Campaign Prerequisites • Email with simple design, not too image heavy • Branding & deliverability setup • Dedicated IP(s) • Bounceback, Reply-To, and branded image and tracking links • Subscription management and email footer setup • Distribution list of email addresses • Large lists make it easier to identify and address problems • No matter the size, it will allow us to address invalid email address, complaints, and Spam Traps in list • To generate a Sender Score, sufficient email volume must be sent (roughly 160,000 emails over the course of the campaign) • Warming should still be performed even if the total list is not sufficient to generate a score

  7. List Criteria • List should be clean in order to minimize hard bouncebacks • Previous email provider (where applicable) may not have had a robust bounceback system, so it is possible that higher bounces than expected may occur • List should not contain opt outs • If possible, target recent contacts (those who have been sent email in the past three months)

  8. 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 is what contacts expect to see • Use familiar domains/branding

  9. Monitoring • Prior to sending each batch, run a General Deliverability seed test to be used as a baseline report • Check for any IP blocks and address as needed • After each batch send: • Check the Bounceback History report to look for comments like ‘SPAM’ or ‘Blocked for Abuse’ and take any required action • 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 one month warming process is complete, run another General Deliverability report to see the final results

  10. Existing 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

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