a white paper Email Deliverability The Informz Way 92 Congress Street Saratoga Springs, NY 12866 1.888.371.1842 ● www.informz.com Table of Contents About Informz Revolutionizing the Way You Do Business Introduction ........................................... 1 Informz’ professional suite of integrated eMarketing solutions empowers organizations of all sizes by harnessing the strength of email to supercharge The Basics of Email Deliverability .... 2 - 5 your return on investment. Trends in Deliverability ..................... 6 - 7 Email is a Science Web-based technologies from Informz enable personalized, highly targeted Tips to Improve Deliverability ........... 8 - 9 communications coupled with real-time reporting features designed to reach the inbox and drive results. Sending the right message to the right people at the Conclusion .................................... 10 - 11 right time is achieved through email relevancy and your organization’s ability to leverage its database. Your successful marketing and communications depends Resources ............................................ 12 on reaching the inbox and engaging subscribers. Simply stated, targeted email communications improve your response rates, and better response rates Glossary ....................................... 12 - 13 increase your message’s impact. The Informz Difference In addition to on-demand product support, you deserve one-on-one, up-to-date email marketing guidance relevant to your unique need, built upon strong relationships and reliable collaboration. In order to maximize your success, your exclusive eMarketing Advisor is always ready to assist throughout the development, publishing, and measurement of your email campaigns. Devoted to your professional success, Informz combines state-of-the-art technology with our trusted eMarketing Advisors to bring you products and services that ﬁt with your marketing goals. With an established global presence in Australia, the United Kingdom, and the United States, Informz specializes in a variety of industries, including: • Associations and Not-For-Proﬁts • Higher Education • Travel and Tourism • Publishing and Trade Through dynamic targeting, intelligent deliverability, precision reporting, seamless integration, and expert Advisors, Informz truly is “the way to know email marketing”. “Informz is one of the most reputable email marketing service providers that I know. They would be an excellent choice for permission marketers seeking the best in service and delivery rates.” ~ Ann Mitchell, Esq. President Institute for Spam and Internet Public Policy Informz, Inc. ● 92 Congress Street, Saratoga Springs, NY 12866 ● 888.371.1842 ● www.informz.com 1 - Email Deliverability: The Informz Way 1Introduction Approximately 20% of legitimate permission-based email is erroneously blocked as a result of spam ﬁltering. Email deliverability is an art, pure and simple. Well, perhaps not so simple! But making the complexities of email deliverability easy to understand and accessible for email marketers of all shapes, sizes, and skill levels is something that we at Informz are committed to achieving through this whitepaper and our products and services in general. As technology changes and best practices trends respond in kind, it is important to understand that deliverability is just about the most important topic going for anyone interested in feeling conﬁdent about their electronic communications and marketing strategies via email. Over the next few pages, let us take you on a journey through the basics of email deliverability in order to help you navigate the essentials and provide a toolkit for your ongoing deliverability success. Here are some things to think about before diving in: • Am I currently using an Email Service Provider (ESP) or am I thinking about signing on with one? • Am I (should I be) the person responsible for ensuring the deliverability of my organization’s communications? • Am I using email as a communications vehicle or a marketing vehicle, or both? What’s the difference? • Where is my subscriber information coming from? Better yet, what’s a “subscriber” and why is that important? • Do I think that obtaining permission to send someone an email is important? What’s CAN-SPAM compliance anyway? • Can technology inﬂuence deliverability or is it all about how my message is written or designed? Regardless of your answers to these questions we are going to make the basics clear and manageable enough throughout this document to help you build a foundation for understanding email deliverability and keep you coming back to reference this resource as you build or enhance your program. So now that you know a little more about what to expect and why you should expect it, let’s get started! 2 The Basics of Email Deliverability The word “deliverability” refers to the overall ability for email mes- sages to be delivered to their intended recipients. Essentially, if your emails are being blocked by “spam ﬁlters” or “bounced” because of bad email addresses or technical problems, then this means you are having deliverability issues. Make sense? Ok, so a few (potentially) new terms were just thrown at you: “spam ﬁlters” and “bounced.” Maybe clearing up these and other technical and tactical terms related to deliverability will help. One of the factors that contribute to a message’s deliverability is whether or not the message could be delivered in the ﬁrst place. Emails that are for one reason or another unable to make it to the inbox are either “bounced” or outright “blocked.” Later on we’ll get into some of the factors that contribute to why a message is bounced or blocked, but for now let’s take some time to get to know more about generally undeliverable mail. We’ll start some terms that will help you to better understand the basics of email deliverability, and then we’ll dive into the “spam ﬁlters.” The following terms are helpful in determining why emails are not being delivered or for cleaning up your list for better deliverability in general (this is also known as “list hygiene”). Please note that these are Informz’ rules for categorizing “bounces” and the same may not be true for all Email Service Providers. • Soft Bounce: A soft bounce is an email that was undeliverable because of any of the following reasons: the mail server was down, the mail server was not accepting mail at the time, or the subscriber’s inbox was full. In general, resending the mailing to these subscribers at a different time will help to ensure that they receive the intended message. • Hard Bounce: A hard bounce is an email that was undeliverable because of any of the following reasons: the domain does not exist, the domain does not have a mail server, or the email address does not exist in the domain. Basically, these addresses will never receive the intended message because there is no place to actually have sent the message in the ﬁrst place. • Repeated Bounce: A repeated bouncer is an email that was not delivered because of any of the following reasons: An AOL address had previously hard bounced one time, a non-AOL address had previously hard bounced four consecutive times, or a non-AOL address had previously bounced seven consecutive times. It is always best for your list hygiene to remove these addresses from your lists and if possible, reach out to the subscriber to ﬁnd out their new address. • Blocked: An email has been blocked if the anti-spam ﬁlter that the recipient is using has rejected your email. If your emails are being blocked and the email recipient opted-in via a subscription form, your email provider’s ISP Relations department should follow-up with the postmaster of the domain to resolve the situation. So now that you know the different ways how an email can go undelivered, let’s spend some time focusing on why the email might not get to its intended recipient. If you have covered all the soft and hard bouncing options and you are certain that you have the correct address and that the recipient is able to receive mail, then you might be up against a spam ﬁlter! Spam is to email as junk mail is to direct mail (or “snail mail”) and spam ﬁlters are designed to take the guess work out of sorting out the relevant, solid emails that you want to receive from the rest of the general noise. Whether you use an email client Informz, Inc. ● 92 Congress Street, Saratoga Springs, NY 12866 ● 888.371.1842 ● www.informz.com 3 - Email Deliverability: The Informz Way like Outlook®, a free web-based email service like Gmail ® or Hotmail ®, today the spam ﬁlter is a standard part of your personal email toolbox. These ﬁlters identify spam up front before the mail gets to you, based on the message’s design elements and/or the content of its subject line or the messaging itself. For example, that email about the “new and improved, 100% free way to get rich just by sending in your social security and credit card numbers” is probably safe to consider spam, and your personal or corporate email service is already pretty great at ﬁnding spam like this before the spam ﬁnds you. How aggressively your spam ﬁlter works for you might be based on your personal preferences, your organization’s IT security settings, or (and this is becoming more and more true) how personally engaged you are with the mailings to which you have subscribed. The beauty with email is that you can easily click on a message that you feel is junk or spam and messages from that sender will no longer show up in your inbox. This is just one of the ways that technology is in place to protect the consumers of email. Beyond the technology, there are several best practices to follow that will help your emails get delivered, but there are also laws in place to ensure that your emails are wanted and CAN-SPAM compliant. These guidelines protect consumers of email and following the rules will help you with your deliverability. The CAN-SPAM Act is a law that sets the rules and guidelines for all commercial email communications. Break these rules, and you can end up with costly penalties and really hurt your brand’s reputation. The rules are pretty clear: A. Email is a permission based communication media – this means that an organization that sends marketing email communications must have permission to send emails to their recipients. This permission may be implied by a vendor/client relationship, by virtue of being employed by the organization sending you communications, or most commonly via opt-in subscriptions. Opt-in can happen almost anywhere, including online at your organization’s website, during check-out for an online ecommerce transaction, while installing a new software application, collected via a survey, or even in person by collecting business cards at a tradeshow (providing the person gives you their permission, of course). B. Your email communications must provide recipients with a clear means for unsubscribing from your messaging – remember the part about how deleting or marking a message as spam sends a different message than unsubscribing? When you mark a message as spam, you are in essence registering a complaint about the email sender to the ISP. When you unsubscribe, you inform the company that you no longer want their messages but without hurting their reputation by stating that the message was unsolicited (as reporting it as spam does). This is the route you should take if you had subscribed at one point and decide you are no longer interested in receiving these communications. Making this option clear for your recipients will also ensure that they choose your preferred route of list removal rather than damaging your reputation as a sender via the spam button. C. Your email communications must clearly list your organization’s physical mailing address and phone number – this ensures that you as the sender are a valid and real organization that a recipient can contact directly should they have issue with any of your content. Your CAN-SPAM compliance will require some more in-depth attention to the rules, and what we’ve provided is just a baseline for you to begin. For more information on the CAN-SPAM act, visit this page on the Federal Trade Commission’s website: http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm. Following the CAN-SPAM rules is a great place to start when considering deliverability. Once you have a handle on the rules of permission based email, then you should master the different methods that spam ﬁlters use. In general, spam ﬁlters are sophisticated and have many different methods of ﬁltering. Here are some additional terms you will likely encounter: • Blacklisting: Blacklisting is a process of monitoring the internet for email trafﬁc being sent from unsolicited sources (spam) and then listing that information in a public database. ISPs use the blacklisting databases as a way to update their spam ﬁlters to look for emails coming from those IP addresses and subsequently block the emails in an effort to protect consumers. As a basic rule, don’t spam and you won’t get blacklisted – but this is not always the case. Sometimes, your IP address might be “guilty by association” and if you are using an Email Service Provider that uses shared IP addresses then you are at risk of sharing the reputation of another organization’s practices. Your best bet is to make sure that you are following the rules and using an ESP that provides you with a static IP address. • Address Recognition: When you receive an email, your spam ﬁlter will check to see if the sender’s email address is in your address book or on your server’s list of acceptable addresses. Even if you subscribed to a resource that you trust, your spam ﬁlter might not recognize the sender address and place the message into the spam folder. At this point, you should then “whitelist” the message (and the sender) by unmarking the message as spam and verifying that it came from an approved sender, thereby sending the message to the ISP that this is trusted content that you wish to receive. Whitelisting can go also ﬁlter on the sender’s IP address/domain at the server level. • Trapping: Some of the ISPs will plant email addresses across the internet in order to catch spammers. Spammers will sweep the Internet looking for email addresses to spam and when they use the planted addresses, they are then “trapped” and blacklisted. Essentially, you should only be sending emails to addresses that you have permission to send to, so as long as you are following the rules you won’t have to deal with trapping. • Challenge Response: The idea here is that ISPs or corporate ﬁlters will mark all messages as spam before the email is delivered, forcing the sender to prove otherwise. This setting challenges the sender by making sure that a human sent the email via a link that must be manually clicked. Once the sender veriﬁes that they are a trusted source, the sender will be “whitelisted.” Auto-response and triggered emails may have trouble getting through this sort of ﬁlter, so it is important to have a strong relationship with your recipients, and to make sure that they are ready to receive your messaging. • Rule-based: This most commonly used ﬁlter marks spam based on rules that are pre-set by the ISP or the corporate sever. Basically, set the ﬁlter to deny all subject lines that contain the word, “FREE” and these messages will be marked as spam. For this type of ﬁlter, it is very important to know about words and phrases that are commonly blocked, and to avoid them when creating your mailings. Informz, Inc. ● 92 Congress Street, Saratoga Springs, NY 12866 ● 888.371.1842 ● www.informz.com 5 - Email Deliverability: The Informz Way • Probability: This type of ﬁlter uses the same principle as Rule-based ﬁlters, but this is based on the user’s ongoing deﬁnition of spam. The more the recipient marks certain items as spam and others as acceptable, the more the ﬁlter “learns” and then makes ﬁlter decisions based on these actions. • Volume blocking: Senders who send high volumes of emails to lists that are brand new (meaning the sender never sent to these addresses before) or that have a high rate of “bad” email addresses may be blocked as a result of volume blocking. This is because it is widely known that spammers send large volumes of emails to lists that are purchased or harvested from Internet sites. As a rule of thumb, it is best to grow your lists slowly and via best practices for permission- based email acquisition. Remember, your email results will have greater impact on a small list of subscribers who genuinely want your communications, than a large group of unknowns. • Content based: The content of your email matters for so many reasons, like delivering important updates to large memberships or communities, that it is extremely important that your emails do not look or read like spam. For a content based ﬁlter, if it looks like spam or smells like spam then it must be spam. Many of the most popular email clients have ﬁlters of their own to determine what makes it to the inbox. Here are a few more things that some popular ISPs look for: • A high percentage of users hitting the spam button to register a complaint. • A high percentage of messages being sent to trash without being opened. • Inconsistent mail volume – Sudden increases in mail volume from an IP address can look like spam, so try to maintain a consistent mail volume. If an increase is needed, do so gradually. • Inconsistent subject lines – Yahoo!, for example, suggests that senders should not customize the subject line by merging in personal information. • Inconsistent ‘from address’ – Another spammer trick is to constantly change the ‘from address’. Hopefully, you are feeling more conﬁdent in your knowledge of deliverability and feel like you have the resources you need to make some good decisions about your email marketing program. The basics presented in this document are meant to be your introduction to deliverability and should help you to frame your email marketing strategy in a way that is consistent with current technology and trends. Remember, there is a lot to know about deliverability and there are entire jobs devoted to maintaining strong ISP relationships and advocating for senders who follow best practices. When getting your email marketing program started, make sure that you are prepared to take responsibility for your delivery issues and to learn the actions you need to take in order to solve them. Deliverability is a core component of your overall email marketing practices and it is very important to stay up to date on all the latest advancements and techniques for ensuring your messages are delivered. 3 Trends in Deliverability Three trends in email deliverability that you should know about if you are looking to launch or revitalize your email marketing program. Now that you have learned some of the basics of email deliverability, you’re ready to take a look at where email deliverability trends are heading. This section will brieﬂy focus on three trends in email deliverability that you should know about if you are looking to launch or revitalize your email marketing program. Remember, the terms outlined in the ﬁrst section were designed to help you out with some of the more complex topics in the rest of this document. If you stumble across something that isn’t meshing with your understanding, feel free to review the earlier section for a refresher or check out the glossary of terms at the end of this document. If you are all set, let’s jump right in: Trend 1: Sender Reputation Sender reputation is an anti-spam criterion that ISPs and other email receivers use to determine whether to accept or reject email. As ISPs and webmail services get more sophisticated about how they determine the fate of incoming email, your sender reputation plays an increasingly important role. Because you aren’t a spammer and you have worked very hard to acquire permission to send your content to your subscribers, it might be said that reputation is everything! In general, your email reputation is made up of some combination of the following: consumer complaints, unknown users, spam trap hits, sending infrastructure (your IP address), and sending stability. The more complaints you receive and the more it appears that you have an irregular program, the worse your reputation becomes. Simply put, a damaged reputation is a hard thing to overcome. Being conﬁdent about your email marketing practices requires patience, attention to detail, and a working knowledge of the “do’s and don’ts”. And don’t forget, a strong reputation will contribute to strong deliverability. Trend 2: Email Authentication Another important trend in the deliverability world is the use of email authentication. ISPs use email authentication to determine if a sender is spoofed or if an email provider has the authority to mail on your behalf. Email authentication includes a variety of methods that allow recipients to validate the responsible sender of a message. Authentication will be especially beneﬁcial if you are sending to primarily personal email addresses, domains like Yahoo!, Hotmail, or Comcast for example. It is important to note that there is no “best” authentication method, but rather there are several different email authentication types and each have their advantages and disadvantages. The types of email authentication that Informz recommends are Sender ID, SPF (Sender Policy Framework), DomainKeys, and DKIM (DomainKeys Identiﬁed Mail). Sender ID, SPF, DomainKeys, and DKIM are all similar in that they help validate you as a sender, but the implementation of each method is different. Due to the technical nature of email authentication, it requires changes and/ or additions to your DNS, so you will need the assistance of an IT professional from your organization. Informz, Inc. ● 92 Congress Street, Saratoga Springs, NY 12866 ● 888.371.1842 ● www.informz.com 7 - Email Deliverability: The Informz Way Trend 3: Subscriber Engagement The third, and possibly most important, trend in email deliverability is that ISPs will now be using engagement metrics as an important factor in determining if your emails get delivered to the inbox. Engagement is one of the most important new trends in the world of email deliverability and now more than ever, ISPs are tracking engagement with email messaging and factoring this into an email’s overall deliverability. This means if an email consumer wants to keep getting the emails they subscribe to, he or she will need to open the email and click on hyperlinked content on a regular basis. For example, you might have signed up for a newsletter six months ago but never actually opened the newsletter since the time you subscribed, and therefore the ISP may start sending those mailings into the spam folder or blocking them altogether. Bottom line, the more engaged a recipient is with an email subscription, the more likely the emails will be delivered to the right folder in the recipient’s email tool. Individuals have the choice of deleting or ignoring a message or unsubscribing from the service sending their communications. But, their choice has some real implications for folks who sign up or “opt-in” to receive messages and still may ﬁnd that the messages are being blocked. ISPs enlist a range of technologies to protect the users of their free or paid email accounts and as a consumer of email, it is important to know that deleting a message in your inbox sends a very different message than marking it as spam. Every action that takes place, including opening an email, clicking on links, and forwarding is tracked by the ISP and possibly the sender. It is the overall action that the email recipient participates in that is known as engagement. In a recent interview Yahoo! said they measure engagement by the following factors: • Subscribers are marking the message as ‘not spam’ if it goes to the spam folder. • Subscribers are opening messages. • Subscribers are clicking on the links in the message. If you are the person in your organization that is responsible for sending email communications out to large lists of subscribers, then you want to be sure that your emails are being delivered by following all the best practices available to you, and you also want to keep your subscribers engaged to ensure that your emails continue to be delivered. Knowing the current trends of email deliverability is just a starting point. For a truly successful email marketing strategy, you will need to stay up-to-date on all the latest trends as technologies change. 4 Tips for Improving Deliverability Improving deliverability requires a real commitment to understanding both email deliverability in general and the habits of your subscribers. Now that we’ve gone through the basics of email deliverability and some of the prevailing trends, let’s jump right into some tips for improving email deliverability. Please note that improving deliverability requires a real commitment to understanding both email deliverability in general and the habits of your subscribers. The ability to review and understand your emailing activity metrics is also a key component of ensuring list hygiene and making the necessary changes to your campaigns based on the real-time feedback you receive from your mailings. To make this section easy for quick reference, we’ve provided a straightforward outline of useful tips for improving email deliverability in general. Why would someone who signed up to receive my emails use the “Report as spam” button? The three main reasons for spam complaints & disengagement from your subscribers: 1. Unrecognized: They didn’t recognize your branding in the email, so they did not know it came from you. 2. Unexpected: They didn’t know to expect your email on a certain day or at a certain time. 3. Unwanted: They just plain didn’t want your messages anymore. Here are some tips to avoid becoming Unrecognized, Unexpected, or Unwanted: 1. Be easily recognizable: - Maintain branding consistency – make sure that your emails, your website, your social networks, and all other brand opportunities have the same look & feel! - Re-enforce branding in subject lines and from address – the ﬁrst impression is the most important and your subject lines and from address let people know it’s you (think of this as caller ID for your emails). 2. Set expectations and fulﬁll promises: - Use opt-in forms and welcome messages to set expectations about frequency and content of your mailings – then stay within the rules you have established! - Balance and be consistent with frequency – sending too little is as bad as sending too much. Be sure to learn your subscribers’ behavior by checking reports to see how often and when your messages are opened. 3. Keep your content relevant and valuable: - Make sure your messages reﬂect the reasons why your subscribers ﬁrst signed up – build upon your subscribers trust and provide them with the value they seek out of your brand. - Segment your groups and target your messages for true personalization – demographics make a big difference, and your email activity reports are your best friend for supercharging deliverability! Informz, Inc. ● 92 Congress Street, Saratoga Springs, NY 12866 ● 888.371.1842 ● www.informz.com 9 - Email Deliverability: The Informz Way Things you should always include in your email: • A message such as, “To ensure receipt of our emails, please add firstname.lastname@example.org to your Address Book.” • A “modify proﬁle” link – this link will help your subscribers to pick and choose precisely the type of communication they wish to receive. • An obvious unsubscribe link – it’s always better for your recipients to unsubscribe than to click the spam button! You might have lost them for now, but they didn’t hurt your reputation! Also, give them the chance to provide a reason why they unsubscribed. This can be helpful insight into what others who haven’t yet unsubscribed might be thinking about your mailings. Required elements for your email: • Unsubscribe link – this is mandatory for CAN-SPAM compliance. • Physical mailing address (No PO boxes!) – this is also mandatory for CAN-SPAM compliance. Things to avoid in your emails: • Too many images without enough quality copy – many spammers use lots of images in their emails and this is the tip off for the spam ﬁlters to block. • Common spam words, excessive capitalization, and punctuation. • Written out URLS: for example: Wrong: Visit www.informz.com for more information. Right: Visit the Informz Website for more information. Deal with your inactive subscribers: 1. Deﬁne what inactive is for your organization 2. Routinely identify inactive subscribers 3. Try and win them back 4. Remove them if they don’t respond Monitor reports and remove repeated bouncers: • Test your emails before you send to uncover potential deliverability problems. 5 Conclusion Email deliverability is an essential part of all email marketing and Informz is your partner for total email deliverability. Our ISP Relations Team works for you behind the scenes by: • Managing ISP relations • Checking blacklists often • Monitoring delivery outcome • Managing blocks and challenge response messages The key to success is in creating content that will bring value to your subscribers. In the end, this will lead to an increase in engagement, an improved reputation, and the assurance that your emails get delivered to the inbox. You’ve learned that email deliverability is a challenging, complicated issue and we are committed to helping you reach the inbox. At Informz, you are supported by an experienced, customer-focused ISP Relations Team with superior technical and industry expertise and a solid reputation. Employing the latest technology to ensure properly monitored messages and rapidly processed responses, our ISP Relations Team ensures that our clients are in full compliance with the ever-changing regulations and up-to-date on industry best practices. Informz offers a wide range of deliverability services, including: Regulatory Compliance: The rules and laws governing email are ever changing. Our ISP Relations Team reliably monitors, evaluates, studies, and contributes to the latest in email regulations and best-practices worldwide. Static IP Assignment: Informz assigns each client a permanent IP address, preventing blocked email due to IP address conﬂict. List Maintenance: From subscription forms that allow for easy opt-in to your lists, to suppression list of domains that should never receive email, Informz helps you maintain your email lists in compliance with the rules that govern both you and your recipients. Domain Monitoring: Informz employs domain-level monitoring to manage the number of connections opened for each ISP domain at any one time. This ensures emails are delivered at a maximum rate without triggering volume ﬁlters at large ISPs ( AOL & Yahoo!). Content Assistance: SpamAssassin, one of the most widely used content-based spam ﬁlters for B2Bs and B2Cs, allows users to test their emails prior to sending. This ﬁlter ﬂags words associated with spam and identiﬁes changes to improve your email. Our ISP Relations Team and your eMarketing Advisor then work closely with you so that you understand the suggested changes and learn to improve the content of your future email messages. Reputation Services: Informz lists all IP addresses with ISIPP’s SuretyMail Accreditation Service. We’re also a ReturnPath SenderScore partner. These valuable services allow receiving systems to recognize your email as authorized, legitimate mail. Informz, Inc. ● 92 Congress Street, Saratoga Springs, NY 12866 ● 888.371.1842 ● www.informz.com 11 - Email Deliverability: The Informz Way Challenge Response Handling: Ensuring that your system remains free from delay and obstruction, Informz processes all challenge responses swiftly and professionally. Whitelisting with major ISPs: Email service providers with “whitelisting” status help to increase email deliverability and decrease the potential of ﬁltering. With key relationships and whitelist status for major ISPs, such as AOL, Hotmail, Yahoo!, Outblaze, and United Online, as well as anti-spam organizations, Informz helps to ensure that your emails sent via our system get directly to your audiences. Bounce Processing: Nearly all email campaigns result in a number of bounced messages. After rapidly analyzing bounces against hundreds of rules, Informz properly classiﬁes each bounced message and immediately takes appropriate action: opt-out, resend, or suspend message delivery. Blocked Mail Review: Our ISP Relations Team conﬁrms that your email is not mislabeled as spam by reviewing all pieces that get returned and ﬂagged as “blocked” by our system. Abuse Management: The Informz ISP Relations Team works on behalf of our clients to respond to spam complaints. If necessary, Informz will follow up with our clients to ensure compliance with policies and procedures, and when appropriate, defend the validity of the list acquisition to anti-spam organizations or the company/email client. Deliverability Partners: Resources Sender lookup sites http://www.mxtoolbox.com/blacklists.aspx http://www.senderscore.org http://www.barracudacentral.org/lookups Email Authentication http://www.dkim.org/ http://www.openspf.org/ http://domainkeys.sourceforge.net/ http://www.microsoft.com/mscorp/safety/content/technologies/senderid/wizard/ http://www.microsoft.com/mscorp/safety/technologies/senderid/default.mspx CAN-SPAM http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm Glossary This glossary is intended as a quick reference for readers of this document. Some of the terms listed below may not have been addressed in this document. If you have any ques- tions about any of the content in the document, please contact email@example.com. Blacklist: Published report of senders who have been reported or accused of sending spam. Bounce: An email that has been returned to sender (Hard bounce = a more permanent bounce usually occurs when email address is no longer valid, Soft bounce = returned to sender because email recipients mailbox is full or their mail server is temporarily down). CAN-SPAM Compliance: The United States’ ﬁrst national standards for the sending of commercial email and requires the Federal Trade Commission (FTC) to enforce its provi- sions. Compliancy includes having an unsubscribe link and physical address on email messages. Click-Through Tracking: Reporting the number of clicks that occur when recipients click on a link in an email. Data Input form (subscription form): A form created within Informz to allow potential new recipients to subscribe to your email communications. This can be used on a website or in a mailing. Data format: Part of the “uploading subscribers” process, a place holder for the ﬁelds in the import ﬁle. The default format is just email addresses. To import more than just email addresses, a new format needs to be created so that it matches the ﬁelds in your import ﬁle. De-duping: Removing duplicates records (Informz does this automatically for you). Informz, Inc. ● 92 Congress Street, Saratoga Springs, NY 12866 ● 888.371.1842 ● www.informz.com 13 - Email Deliverability: The Informz Way Email Service Provider (ESP): Company providing email services (Informz). Email client: Program or application which allows you to retrieve email and send it to others via the internet (ex: Outlook, Hotmail). HTML (Hypertext Markup Language): The standard protocol for formatting and displaying documents on the internet. IP Address: The numerical sequence that serves as an identiﬁer for an Internet server (each Informz client has their own dedicated IP address). ISP: Internet Service Provider (examples: AOL, Earthlink, Time Warner). Mailing Activity report: The main report to ﬁnd the basic stats for a mailing (who was sent, delivered, bounced, unsubscribed, clicked, what was clicked). Opens: When a recipient has opened an email message or has their email client set to view messages with a preview pane. Opt-In: An email recipient that has given speciﬁc permission or has signed up to receive mailings from you. Informz is a permission based email service provider. Clients must have permission to send to their recipients, purchasing or renting lists is not allowed. Subscription Form (data Input form): A form created within Informz to allow potential new recipients to subscribe to your email communications. This can be used on a website or in a mailing.
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