Marek Loder
Growth & Success
Domain reputation
and deliverability
What you need to know Ashley Harpp
Customer Success
Anna Ward
Head of Deliverability
Meet your hosts…
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If you have a question,
click this
Questions? Don’t be shy
[email protected]
For all other questions
about the meaning of life
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Marek Loder
Ashley Harpp
Anna Ward
Intros
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What is Postmark?
A fast & reliable transactional-only email
platform for web applications
Your customers expect application emails
to arrive immediately, not eventually.
Reaching the inbox isn’t enough
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1. What is domain reputation?
2. How does domain reputation affect deliverability?
3. What factors influence domain reputation?
4. How you can manage and improve domain reputation?
What are you going to learn?
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Image source: https://www.flickr.com/photos/eelssej_/413385838
What is domain reputation?
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Two Types of Email Reputation
Domain Reputation
IP Reputation
From where From who
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‘From Address’:
Return-Path domain:
Where the message was sent from
DKIM signing domain:
Who signed the message
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Unlike IP reputation,
domain reputation moves with you
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Just trust me…
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Domain reputation is your most valuable asset
in email deliverability
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Photo by JESHOOTS.COM on Unsplash
Amy’s emails are going to spam in Gmail
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13
1. Decline in open rates
2. Customer’s complaining of missing emails
3. Emails getting caught in SPAM
Red flags for domain reputation issues
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Why is this message in spam?
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1. Have they setup DKIM, Return Path, DMARC?
2. Check blacklists (mxtoolbox)
3. Test content
4. Try different Return Path domain
5. Test using another ESP
Troubleshooting deliverability issues…
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Domain
or
Content
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Google Postmaster Tools — IP Reputation
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How to look into domain reputation?
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Image credit
Google Postmaster Tools
Domain Reputation
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1. Google Postmaster tool
2. senderbase.org
3. Senderscore
Tools for monitoring domain reputation
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Sending practices affect domain reputation
???
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What impacts domain
reputation and how
can you improve it?
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1 Content
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No content
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Just trust me…
Image Source
Don’t be this guy
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A sender with a good domain reputation
considers the individual
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Use the subject line to prove your message
deserves to be in the inbox
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Don’t neglect your domain classification
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Always include the plain-text version
of your content.
Low
Domain Reputation
High
IP Reputation
+ = Low
Inbox Placement
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1. Domain reputation follows you.
2. A high-reputation IP mostly prevents connection-level issues.
3. A dedicated IP can only be as good as your domain reputation.
IP reputation takeaway…
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3 Sending Streams
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+
yourdomain.com yourdomain.com
???
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+
yourdomain.com marketing.yourdomain.com
???
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1. Send small amounts of emails to engaged users.
2. Reduce sending if problems arise.
3. Be patient. :)
(Sub)Domain warmup
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5 Authentication
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‘From Address’:
Return-Path domain:
Where the message was sent from
DKIM signing domain:
Who signed the message
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DMARC Tool
A free tool to monitor & implement DMARC
dmarc.postmarkapp.com
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A few reasons to consider Postmark
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Tired of missing or delayed emails?
Postmark delivers your transactional email to customers on time, every time.
My receipt
never arrived!
Where’s my
license key?
I didn’t get my
password reset!
Where’s my
activation email?
Unprecedented Troubleshooting
45 days of
email activity
Search all
your messages
Detailed message
events
Advanced
filtering
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Customer support that’s human
Made the switch to @postmarkapp today.
The customer service and delivery rates are
awesome.
Samuel Goudie
“ Postmark has stellar customer service. I
don't think I have ever waited more than a
few minutes for a response to an email.
Christopher Dundy
“
Ashley Dana Marek Patrick
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Get a $75 dollar credit
when you sign up
for Postmark
Tell us you were part of
this webinar on sign up
[email protected]
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If you have a question,
click this
Questions? Don’t be shy
[email protected]
For all other questions
about the meaning of life