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    Email Reputation - How To Manage It - Rob Van Slyke 4-2010

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    Rob Van Slyke
    This document provides tips and a quick reference guide for email marketers to manage their email reputation. It recommends setting up SPF, PTR and DKIM records to authenticate authorized senders and protect against blacklisting. It also suggests using third-party certification programs to further improve email deliverability. The author is an experienced interactive consultant who focuses on email marketing and optimization.

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    Email Reputation - How To Manage It - Rob Van Slyke 4-2010

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    Rob Van Slyke
    29 views9 pages
    This document provides tips and a quick reference guide for email marketers to manage their email reputation. It recommends setting up SPF, PTR and DKIM records to authenticate authorized senders and protect against blacklisting. It also suggests using third-party certification programs to further improve email deliverability. The author is an experienced interactive consultant who focuses on email marketing and optimization.

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    Email Reputation - How to Manage It - Rob Van Slyke 4-2010

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    This document provides tips and a quick reference guide for email marketers to manage their email reputation. It recommends setting up SPF, PTR and DKIM records to authenticate authorized senders and protect against blacklisting. It also suggests using third-party certification programs to further improve email deliverability. The author is an experienced interactive consultant who focuses on email marketing and optimization.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    29 views9 pages

    Email Reputation - How To Manage It - Rob Van Slyke 4-2010

    Uploaded by

    Rob Van Slyke
    This document provides tips and a quick reference guide for email marketers to manage their email reputation. It recommends setting up SPF, PTR and DKIM records to authenticate authorized senders and protect against blacklisting. It also suggests using third-party certification programs to further improve email deliverability. The author is an experienced interactive consultant who focuses on email marketing and optimization.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 9

    Advanced Email

    Marketing Tips
    How to Manage Your
    Email Reputation
    (w/ Quick Reference Guide)
    Email Reputation Quick Reference
    1. Determine your Email Server’s IP Address:
    – http://www.microsoft.com/mscorp/safety/content/technologies/senderi
    d/wizard/

    – It will tell you if you already have Sender ID SPF Record setup.
    – If not, copy IP address for A record and MX record.
    Enter each domain name from which you send email (including your
    company’s smtp server – your own domain name) in the Sender ID SPF
    Record Wizard

    2. Generate SPF Record using this Sender ID SPF Record Setup Wizard
    – http://old.openspf.org/wizard.html

    3. Setup PTR Record


    – Send the information you collect to whoever controls your DNS and ask them to setup your
    PTR record.

    • Now to explain what this means…


    Email Reputation Mgmt
    Issues:
    • The domain name and IP Address associated with your
    email campaigns accumulate a reputation over time.

    • ISPs use this reputation to determine whether or not to


    let your email through to the recipient.

    • Your reputation is affected by technical and content


    aspects within your control.

    • It’s also affected by the behavior of the other email


    senders on your shared email server (if you’re on a
    shared server) that are not within your control.
    Protecting your Email Reputation
    • Setup PTR record
    – When you send out an email, the receiving email
    server asks who are you “HELO”. Your server either
    says “I’m this IP Address with authorization to send
    on behalf of this other IP Address” or it just says “I’m
    this IP Address.” The receiving server either lets it
    through b/c your server does have authorization or
    not. See Quick Reference Guide for the How-to.
    • Set this up at the MINIMUM.
    Email Sender Reputation
    Management Quick Reference
    • Check Blacklists
    – http://www.mxtoolbox.com/blacklists.aspx
    – http://www.completewhois.com/rbl_lookup.htm
    • Check Email Reputation
    – http://
    www.senderbase.org/senderbase_queries/rep_lookup
    – http://www.senderscore.org
    – http://sendmail.com/sm/resources/tools/ip_reputation/
    Email Authentication Types
    Quick Reference
    http://en.wikipedia.org/wiki/E-mail_authenticat
    ion#Authenticating_senders
    • PTR (reverse lookup – all mail servers)
    • SPF
    • Sender ID
    • DKIM
    • Domain Keys
    Improve Your Email Deliverability With
    Third-Party Certification
    • CSA – Certified Senders Alliance
    http://www.certifiedsendersalliance.com/
    • Goodmail CertifiedEmail Senders http://
    www.goodmailsystems.com/
    • Sender Score Certified
    http://www.returnpath.net/commercialsender/certification/
    • SuretyMail
    http://www.suretymail.com/
    • TRUSTe Privacy Seal
    http://www.truste.org/businesses/email_privacy_seal.php
    About
    • I’m a 15-year veteran of interactive marketing
    • For the past 6 years, I have focused on email marketing and squeezing
    out every last percentage point possible in email response rates

    Rob Van Slyke


    Interactive Consultant
    [email protected]
    713-681-7771
    vertical traction
    GET A GRIP on your web marketing strategy

    Advanced Email Marketing Tips Blog


    http://emailmarketingtips.verticaltraction.com/
    http://www.verticaltraction.com/
    Follow Me Online
    • http://emailmarketingtips.verticaltraction.com/
    • http://www.twitter.com/robvanslyke
    • http://www.linkedin.com/in/webmarketing
    • http://friendfeed.com/emailmarketingtips

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