1. Deliverability and IP Warming

2. Agenda What is Deliverability? What is IP Warming?1
What is Deliverability?
What is IP Warming?
IP Warming Methodology and Guidelines
Reputation/Authentication Migration
Additional Resources 2 3 4 5

3. What is Deliverability?
Keeping out of SPAM / Junk filters
Historically based on content and sending domain
Now based on reputation of sending IP address

4. Sending Reputation
Every sender (IP address) of has a reputation, based on historical behavior
Reputation is measured and published by ISPs in the form of a Sender Score
Reputation can be checked at

5. Key Factors Complaints
Most important factor: Human response to unwanted mail
Very low threshold – 0.01% of all sent
Bouncebacks
High bouncebacks signal bad lists/list management practices
Spammers send to as many addresses as possible:
No regard for validity of addresses
Volume is the only objective
Hard for receiver to differentiate between bad list management and actual spamming
SPAM Traps
Valid addresses used to catch SPAM
Hidden, therefore only found via harvesting
ALL sent to a SPAM trap is unsolicited
Created primarily by ISPs & anti SPAM organizations

6. What is IP Warming?
Process to establish a positive sender reputation for your IP address(es)
Receivers heavily scrutinize from new IPs as they do not know if it is legitimate
Warming allows for slow volume increase, as well as clearing out list issues
Low initial volume helps avoid volume blocks
Limits complaint likelihood (best contacts, targeted campaign)
Bouncebacks on low volumes get less notice
Active contact requirement eliminates SPAM traps

7. Methodology Suggested messaging / objective
Update your Preferences
Newsletter
View archived web content (white papers, demos, etc.)
Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
Develop an communication that is not time-sensitive and historically performed well
Build a distribution list of contacts who have explicitly opted in
Send to 1% of your list each day for 5-7 days, reviewing bounceback report regularly and adjust content and other issues if required.
Send to 3% of your list each day for the next 5-7 days.
Send to 10% of your list each day for the next 5-7 days.
Send to 20% of the remainder of your list each day for the next 5-7 days.

8. IP Warming
Slow Volume Increase + Consistent Sending = Positive Reputation

9. Guidelines for IP Warming

10. Setup Guidelines for IP Warming Branding & Deliverability
Standard, Enterprise or Premium package
Subscription management
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11. List Criteria Guidelines for IP Warming
Large lists make it easier to identify and address issues
No matter the list size, still able to address invalid addresses, complaints, and Spam Traps in list
List should be clean in order to minimize hard bouncebacks
Possible to have high bounce rate if the previous provider (where applicable) did not have had a robust bounceback system
List should not contain opt outs/unsubscribes
If possible, target recent contacts (those who have been sent in the past three months)

12. Content Guidelines for IP Warming
content should have clear, targeted messages
Avoid using time-sensitive s since the warming process requires minimum 30 day period
Use simple HTML/Template or Plain Text; avoid complex code, excessive images, or CSS
Include messaging that contacts expect to see
Use familiar domains/branding
Examples:
Welcome s
Update Your Preferences campaign

13. Monitoring Guidelines for IP Warming
Check for any IP blocks – then address as needed
Review the Bounceback History report for comments like ‘SPAM’ or ‘Blocked for Abuse’
If bounce rate exceeds 10%, consider revising the list before proceeding with the campaign
Monitor the SPAM Unsubscribe report for complaints

14. Reputation/Authentication Migration
You can leverage your existing sender reputation by adding your Eloqua assigned dedicated IP range to your existing SPF record prior to IP warming
This means you will have your existing IP(s) and new Eloqua IP(s) co-mingling in your SPF record allowing for IP reputation migration
Once the IP warming project is complete, you can remove your old IP(s) from the SPF record
If DK/DKIM is being used, your private key information can be transferred to Eloqua as long as you use the same domain configuration/structure that has an existing public key in it
Eloqua can configure its servers to send using your private key thus allowing domain reputation to migrate as well

15. Additional Resources The Grande Guide to Deliverability
Eloqua’s Deliverability Briefcase
Deliverability Playbook