Read the blog post on email deliverability: blog.hubspot.com/blog/tabid/6307/bid/31964/19-Email-Deliverability-Terms-Every-Marketer-Should-Know.aspx

1. EMAIL
terms
19
DELIVERABILITY
you should know…

2. I’m Jenn Yorke.
Nice to meet you.
JENNIFER YORKE
Sales Trainer
@jenniferyorke

3. 1 CAN-SPAM - 2003 Federal law
Standards
for sending
COMMERCIAL
email

4. DELIVERABILITY 2
- action
The ability to
GET AN EMAIL
into the intended
recipient’s INBOX

5. 3 ACCEPTANCE RATE
- it doesn’t mean it got to the inbox
The PERCENTAGE of
emails that are
ACCEPTED by
a mail server

6. 4 SENDER POLICY FRAMEWORK
- technical stuff
A Domain Name Server (DNS)
record that says an IP or
domain CAN SEND EMAIL
on my behalf

7. When you send an ever
increasing number of
emails out of an IP address
in order to build up the
IP’s REPUTATION
5 WARMING UP AN IP
- so you can get email into an inbox

8. Return Path’s
REPUTATION rating
of 0-100 for
every outgoing
mail server IP
SENDER SCORE 6
- Low score? Good luck getting into an inbox

9. HARD BOUNCE 7
- like hitting a brick wall
A permanent
FAILURE to deliver
an email

10. 8 SOFT BOUNCE
- like hitting a softer brick wall
TEMPORARY problems
with email delivery
After 72 hours it turns
into a Hard Bounce
Image credit: Gayle N

11. 9 SINGLE OPT IN
- you’re in!
Usually involves taking
a form ENTRY and
immediately adding that
person to a live email list
Image credit: Dystopos

12. DOUBLE OPT IN 10
- confirm you’re in!
For a user to be added to
an email list, she gets
sent an email with a
CONFIRMATION link.
After the user clicks the link,
she gets added to the ongoing
email communication.

13. 11
SPAM
- junk
NOT ASKED FOR or
not work-safe email

14. 12 SPAM REPORT
- feedback
When someone
receives your email
and labels it as“SPAM”

15. 13 BLACK LIST
- a very bad thing
A list that
denotes a
sender as a
SPAMMER

16. 14 HONEY POT - trouble
A planted
email address
designed to CATCH
spammers

17. 15 HAM
- good stuff
Email that is generally desired
and isn’t considered spam.
Image credit: Sifu Renka

18. 16 SPAM TRAP
- It all starts with a dead email
For a time, email that hits a dead email
address will return
a hard bounce.
When the mail server sees traffic
going to the dead address,
it can turn the email into a Spam Trap,
accept the email &
report the sender as a SPAMMER.

19. 17 OPEN RATE
- measured with a hidden pixel
When someone
clicks on an email,
the PIXEL (image)
loads and is
counted as an open

20. 18 READ LENGTH
- do they like your content?
The length
of TIME
when a
person opens
an email,
until they
close it

21. 19 DKIM
- digital signature
A method for associating a DOMAIN
name to an email message
Image credit: DwarfVader

22. LEARN
MORE
ABOUT
EMAIL
MARKETING.
DOWNLOAD HUBSPOT’S FREE EBOOK:
http://bit.ly/HS-Email