1. Email Deliverability Tips Gwynne Dixon

2. What we’ll cover Email testing Email seed lists Types of spam traps
Data hygiene
Going further…
seed lists
Inbox placement
Bounces and suppressions
templates

3. What is a seed list?
A set of mailboxes managed by the sender, designed to receive the sender’s own campaign mail only
Each mailbox should represent a different provider, which can be selected according to the distribution of your audience
The most prolific providers should feature on your seed list (Gmail, Outlook, Yahoo etc.)

4. Inbox placement Using a seed list to monitor inbox placement
Different types of inbox placement (spam folder, inbox, secondary folders etc.)
Gmail and Outlook.com (the ‘Promotional’ and ‘Other’ folders)
Improving your inbox placement – avoiding complaints and getting added to ‘trusted’ lists

5. Bounces & suppressions
The difference between a soft and hard bounce
Different types of hard bounce (spam or policy related, bad mailboxes or domains etc.)
Managing your bounce lists in Engaging Networks
Engaging Networks suppression criteria and the suppression list
spam-related=99999
virus-related=99999
content-related=99999
quota-issues=3
routing-errors=5
inactiv box=3
bad-mailbox=1
relaying-issues=5
bad-domain=1
policy-related=99999
protocol-errors=99999
bad-configuration=99999
no-answer-from-host=3
bad-connection=99999
message-expired=99999
other=99999
invalid-sender=99999

6. Responsive templates
Source: Return Path ‘The Client Experience’ (2017)

7. Engaging Networks Email Builder
Mobile responsive design at your fingertips
Build and edit new template components with ease
Use editable regions to customise your content
The confidence of having a rigorously tested product shaping your templates
Ensure that your templates are up to spec with current industry standards and requirements

8. Testing your s
Use the Preview tool to check your on a range of different devices and platforms
Check how the layout renders in iPhones, Samsung Galaxy phones, tablets, and desktop computers
Send test s to a range of different webmail, desktop clients, and devices before your supporters receive it

9. Types of spam traps
Pure spam traps (honey pot addresses designed to dupe spammers)
Recycled addresses (old accounts no longer used by customers)
Invalid addresses (typos, fake addresses)

10. Data hygiene Attrition and re- engagement Using double opt ins
Acquisition of data (paid for lists, typos from submission)
Third-party data cleaning services

11. Going further…
Return Path Senderscore and third-party DNS blacklist checks
Feedback loops and Gmail Postmaster Tools
testing services such as on Acid and Litmus