1. 25 Keywords
understand TO
Email Marketing
© lilufoto - Fotolia.com

2. Hatime Araki
Email Data Analytics & Deliverability
@matehi
Bruno Fridlansky
Social Media Marketing & Email Marketing
© milachka - Fotolia.com
@brunofridl

3. Your GOAL ?
Reach
your
CLIENTS
© rangizzz - Fotolia.com

4. Who are you talking to? Who are you?
Gathering Identification
Internet
User
Relevance Reputation
What are you saying? What are you worth?

5. Who are you
talking to?
Who are your recipients?
© Ints Vikmanis - Fotolia.com

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
© Helder Almeida - Fotolia.com

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)
© arztsamui - Fotolia.com

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)
© ra2 studio - Fotolia.com

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.
© Klaus-Peter Adler - Fotolia.com

10. Who
are you?
Identify yourself!
© Stephen Coburn - Fotolia.com

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).

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
© Gina Sanders - Fotolia.com

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
http://www.actioninnocence.org/

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.
© alphaspirit - Fotolia.com

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
© alphaspirit - Fotolia.com

16. #10 DKIM DOMAINS KEY
or
Domain Key Identifier Mail
Authentification system based on a
cryptographic signature of the
message body

17. What
are you saying?
Is your message relevant?
© Jean B. - Fotolia.com

18. #11 SENDER
Designates the person or brand which
addresses the recipient
The sender is the first element
considered for message filtering
© Vladimir Melnikov - Fotolia.com

19. #12 SUBJECT
Expresses the promise
located in the message body
Respect your audience and
deliver what you promised
© auremar - Fotolia.com

20. #13 OPENING
The recipient opens the message
and loads its images
The sender and the subject have
aroused curiosity and/or interest

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
© Yuri Arcurs - Fotolia.com

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
© Szasz-Fabian Erika - Fotolia.com

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
© Richard Villalon - Fotolia.com

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!
© Sebastian Wolf - Fotolia.com

25. #18 SOFT BOUNCE
Message temporarily rejected for various reasons
A recipient often
in soft bounce can
have a negative
impact on
deliverability
© tiero - Fotolia.com

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
© Alex_Mac - Fotolia.com

27. What are you
worth?
Why are you blocked?
© Milan Surkala - Fotolia.com

28. #20 HONEY POT
Adress specially created to trap spammers
© Sinisa Botas - Fotolia.com

29. #21 SPAMTRAP
Dead addresses used by
recipient’s server to
detect spammers
© Rido - Fotolia.com

30. #22 SPAM REPORT
The recipient declares the message as SPAM
Some Web-Mails give notice to the
sender via a FEED-BACK LOOP
© Dron - Fotolia.com

31. #23 RBL BLACK LIST or
Real-time Blackhole List
Liste of senders considered as spammers
ACCESS DENIED
TO
UNAUTHORIZED
PERSONS
© bricef - Fotolia.com

32. #24 SENDER SCORE
REPU TATION Score
established by Return Path
Scale from 0 to 100
by IP and sender domain
© Pavel Losevsky - Fotolia.com

33. #25 WARMING UP AN IP
Progressively increase the volume
of emails sent from an IP to build
up its reputation
© Guillaume Besnard - Fotolia.com

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