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Bridging the gap between ISPs, ESPs and you, the email sender.

Your Role in the State of Email

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Speakers

Greg Kraios is a hardcore email nerd and the Founder/CEO of 250ok, a leader in email analytics and deliverability. Before 250ok, Greg spent several years at Salesforce Marketing Cloud (formerly ExactTarget) serving as their ISP Relations Manager, as well as providing deliverability consulting services to a variety senders including Angie’s List, Aprimo, and PopularMedia.

Kate Nowrouzi, VP of Global Email Deliverability at SparkPost, helps Sparkpost Cloud customers achieve a high inbox rate through following email marketing best practices. A recognized authority on email deliverability and anti-spam practices, Kate worked for many years on the anti-abuse team at AOL and was also a network engineer at the pioneering ISP, UUNET/ Verizon. Kate currently serves as the co-chair for MAAWG's Complaint Feedback Loop Committee, and she continues to be an active voice in the worldwide messaging community.

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Engagement is Becoming More Important

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Engagement: Other receivers

•  Too far behind

•  Don’t have the financial and technical resources to catch up

•  Using 3rd party filtering solutions (Cloudmark, Vade Secure, Spam Experts, etc.)

•  Using hosted solutions like Google Apps

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Engagement: Google

•  By far the most advanced

•  Looking at as many data points as they can measure

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Engagement: Microsoft & Yahoo! Trying to catch up to Google, but largely focused on Spam/Not Spam complaints

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What an ISP Can and Can’t See ISPs can’t see everything. Listen to the webinar replay to hear what they can and cannot see.

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Responsibilities of ISPs

•  To protect their end users

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The Responsibilities of the ESP

- Authentication - FBL - MTA settings - Subscriber management

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The Responsibilities of the 3rd Party Vendors

- Seed lists - Spam trap hits - Panel data

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Bridging the Gap

•  Mailbox providers > Marketers > Email Service Providers

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The Responsibilities of the Email Marketer/Sender

•  Permission

•  Engagement •  Other receivers

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Using your data to shape future needs

Being data-driven and monitoring those signals

Providing visibility that wouldn’t otherwise exist

- Message formatting

- Personalization

- Time of day

- Location

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Positive & Negative Signals

What signals to look for (per campaign, time period and receiver)

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Takeaways

•  Deliverability is an equal part science and art •  Engagement is becoming more & more important, and differs

among ISPs •  Choosing the right ESP will help improve your deliverability

and overall email reputation •  Senders are responsible for understanding the email eco-

system and what signals to look for to ensure the best ROI

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https://sparkpo.st/06hm3

To watch the full webinar, click here: