Marketo Email Checklist Released

Discussion in 'Noob Central' started by roundabout, May 22, 2011.

  1. roundabout

    roundabout Well-Known Member

    Feb 17, 2011
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    I actually learned something useful from this checklist, which is why I'm posting it here... the SenderScore
    observation, which I've bolded, is interesting.

    Marketo Provides Email Deliverability Service in Form of Checklist

    Marketo has created something we’ve been wanting to do: a scannable, simple email deliverability checklist that fits on one piece of paper.

    Email deliverability problems are infinite. Creating a checklist to counter them was an email deliverability service we’ve been wanting to offer as an email marketing vendor. But it was a daunting task. Where do you start when there’s so much to say?

    Not for Marketo, however. They boiled down the basics for you with this checklist as an email deliverability service.


    Here is the report:

    What is Email Deliverability?

    Email deliverability is the ability of an email message to reach
    the intended recipient’s inbox, which is affected by spam filters,
    client-side filters and junk folders. It refers to the rate of success
    of deliverability, where the recipient does not report the email as
    spam or unsubscribe. It also refers to the management, procedures
    and technologies surrounding this process.

    Coding for Email Deliverability

    • Make sure to use clean and efficient HTML. Properly close HTML
    tags to avoid undesirable email rendering.
    • Don’t embed CSS in header tags, as many email clients strip these
    tags from the email.
    • Use an HTML validator to guarantee your message uses correct
    • Include a text version along with the HTML version to ensure
    readability from clients that can’t receive HTML messages.

    Subscription Best Practices

    • Sign up for ISP feedback and receive instant notification of
    subscriber complaints.
    • Use the highest permission standard you can support, such as
    double opt-in. At a minimum, use confirmed opt-in.
    • Provide subscribers with detailed sign-up options so they have a
    clear idea of what they will receive. Some new subscribers drive
    complaints because they aren’t receiving the content they wanted
    or expected.
    • Give clear instructions on adding your email to their address book,
    both on the sign-up page and in your welcome email.

    Email Deliverability – Analyst Facts

    “77% of deliverability is based on sender reputation.”
    – Return Path, 2008
    “The presence of a just one spam trap can drop your deliverability
    rating by up to 53%”
    – Return Path’s Reputation Benchmark Report, 2009
    “Costs of incorrectly blocked opt-in email will rise to $419 million in 2008.”
    – Jupiter Research
    “Sender Score reputation score closely correlates to delivered rates.
    Senders with a Sender Score of 72 had, on average, delivered rates of 87%.
    Compare that to senders with a Sender Score of 26 who average a
    delivered rate of 23%.”
    – Return Path’s Reputation Benchmark Report, 2008

    Design for Deliverability

    • Avoid Flash and JavaScript. Flash doesn’t work consistently in
    most email clients and JavaScript is usually disabled as a security
    • Don’t embed your text and graphics in a single image. The email
    should not contain attachments or large images. These are things
    that are commonly used by spam and will go directly to junk folders.
    • Check to see how your email will render in each ISP. If your
    recipients cannot make sense of the email, they will most
    likely call it spam.
    • Use “absolute” links. Be sure to code your links so the email client
    can recognize where it is going. If you do not do this, links and
    images are more likely to break.
    • Do not link images used elsewhere. Because of human error, it’s
    best to not use images that are linked somewhere else on your
    website. The web designer could replace or delete these images,
    causing them not to display.

    Top Data Measured by ISPs

    • Volume: Spammers have high numbers of total email. If your
    company has a high volume of email, make sure your complaint,
    hard bounce and spam trap hit rates are low.
    • Complaint rates: This is the amount of times email recipients hit
    “report spam” when they receive your emails. Small increases or
    decreases can dramatically affect your inbox performance.
    • Bounce rate: A bounce is caused by a non-existent or unknown
    address. By lowering this rate you can increase your chances of
    maintaining your reputation.
    • Spam trap hits: Spam traps are old inboxes that ISPs reactivate
    specifically to trap spammers. Because these addresses were
    never registered to receive mail, any email that lands in this
    inbox is marked as spam. Poor list hygiene leads to inclusion of
    spam trap addresses on a mailing list.
    • Authentication: Authentication lets the ISP know that the sender
    is who they say they are. With the help of your IT department
    you can take steps to further authenticate your IP.

    Spam Traps, Blacklists & Unknown User Rates
    Impact Delivered Rates


    How to Keep Your Lists Clean

    • Learn how your server processes bounces. Regularly clear
    out role accounts, clearly non-used addresses and addresses
    with errors.
    • Quarantine new data until you send a welcome message to
    avoid adding a bad address to your campaigns.
    • Make it easier for customers to update their information.
    At the point of unsubscribe, offer change of address and
    frequency options.
    • Regularly email your lists. Lists that aren’t emailed frequently
    are more likely to increase bounce rates and have old addresses
    that are now spam trap addresses.
    • Establish a time where you remove inactive records if they have
    not responded to anything sent (e.g. 1 year, 6 months, 90 days).

    Authentication Best Practices and Benefits

    In order to clearly differentiate yourself from spammers, take steps
    to protect your brand by incorporating sender authentication
    • Research and find the authentication scheme that best suits
    your organization’s needs. (DKIM, SenderID or SPF)
    • Identify the machines that send email for your organization and
    record the IP addresses and sending domains for each.
    • Create and publish authentication records.
    • Test your authentication records by publishing records in “test”
    mode. This will determine if you’ve missed identifying mail
    servers in your inventory.
    • Regularly monitor your IP addresses.
  2. DaMadHatter

    DaMadHatter Active Member

    Mar 1, 2011
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    In the Void
    Excellent link fine sire. Thank ye.

    **tip o' da hat**

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