25 keywords to understand email marketing slideshare

1. 25 Keywords
understand TO
Email Marketing
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jeudi 19 juillet 2012

2. Hatime Araki
Email Data Analytics & Deliverability
@matehi
Bruno Fridlansky
Social Media Marketing & Email Marketing
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@brunofridl
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3. Your GOAL ?
Reach
your
CLIENTS
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4. Who are you talking to? Who are you?
Gathering Identification
Internet
User
Relevance Reputation
What are you saying? What are you worth?
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5. Who are you
talking to?
Who are your recipients?
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6. #1 CNIL
Conseil National de l’Informatique et des Libertés
French National council for computers and freedom
Monitors files and checks if the
proprietors of the files
respect the law
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7. #2 OPTOUT
The Internet user gives his email address in
an online form without realizing that he
will receive advertizing emails
The CNIL authorizes OPTOUT
for communicating to
clients (loyalty)
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8. #3 OPTIN
The Internet user explicitly agrees
to receive emails from the brand
and/or its partners
The CNIL imposes OPTIN for
communicating to prospects in
BtoC (recruitment)
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9. #4 DOUBLE OPTIN
The Internet user explicitly agrees to receive
emails AND confirms
his email address
Some European countries impose
double optin for communicating
to prospects.
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10. Who
are you?
Identify yourself!
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11. #5 ICANN
Internet Corporation for Assigned Names and
Numbers
Non-profit organization in charge of
Internet Protocol addresses (IP)
and the Domain Name System (DNS).
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12. #6 CAN-SPAM ACT
Controlling the Assault of Non-Solicited
Pornography And Marketing
Law established in
2003 in the USA with
the first anti-SPAM
rules
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13. #7 PHISHING
Identity fraud technique
Username: STARLET
11 years old, looking for new friends
ANYONE CAN HIDE BEHIND A USERNAME
BE WATCHFUL ON THE INTERNET
A crook takes the name of an
announcer for a fraudulent
scheme
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14. #8 SPF SENDER ID or
Sender Policy Framework
An Email is sent by a domain via an IP.
The SPF declares IPs which are
authorized to send emails for this
domain.
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15. #9 DMARC
Domain-based Message Authentification,
Reporting and Conformance
The DMARC declares blocking and
reporting rules for emails which do
not comply to SPF
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16. #10 DKIM DOMAINS KEY or
Domain Key Identifier Mail
Authentification system based on a
cryptographic signature of the
message body
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17. What
are you saying?
Is your message relevant?
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18. #11 SENDER
Designates the person or brand which
addresses the recipient
The sender is the first element
considered for message filtering
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19. #12 SUBJECT
Expresses the promise
located in the message body
Respect your audience and
deliver what you promised
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20. #13 OPENING
The recipient opens the message
and loads its images
The sender and the subject have
aroused curiosity and/or interest
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21. #14 READ LENGTH
Time spent to read the content
This indicator is sometimes used by
Web-Mail to measure the interest
of the recipient
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22. #15 CLICK
The recipient clicks on a link in the message
A recipient clicks to continue, proof that the
content is relevant to his needs and interests
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23. #16 JUNKBOX
Mail considered junk by the Internet provider, the
Web-Mail or the message management system
The message has arrived to the
recipient as junk and can still be
flagged as desirable
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24. #17 SPAMFILTER
Message rejected by Internet provider or
Web-Mail as suspicious of spam
If this suspicion is not cancelled,
total blocking can occur!
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jeudi 19 juillet 2012

25. #18 SOFT BOUNCE
Message temporarily rejected for various reasons
A recipient often
in soft bounce can
have a negative
impact on
deliverability
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26. #19 HARD BOUNCE
Message rejected because of invalid domain or
unknown recipient
A large volume of hard bounces is a sign
of an unclean database
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27. What are you
worth?
Why are you blocked?
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28. #20 HONEY POT
Adress specially created to trap spammers
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29. #21 SPAMTRAP
Dead addresses used by
recipient’s server to
detect spammers
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30. #22 SPAM REPORT
The recipient declares the message as SPAM
Some Web-Mails give notice to the
sender via a FEED-BACK LOOP
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31. #23 RBL BLACK LIST or
Real-time Blackhole List
Liste of senders considered as spammers
ACCESS DENIED
TO UNAUTHORIZED
PERSONS
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32. #24 SENDER SCORE
REPU TATION Score
established by Return Path
Scale from 0 to 100
by IP and sender domain
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33. #25 WARMING UP AN IP
Progressively increase the volume
of emails sent from an IP to build
up its reputation
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34. jeudi 19 juillet 2012

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