How To Build An Email Delivery Framework
Jul 08, 2005
To help marketeers look at the challenges that new legislation, technology, consumer attitudes, and the industry's move toward adopting best practices pose to email deliverability, Kirill Popov and Loren McDonald developed an e-mail delivery framework that can be used to reengineer your e-mail marketing program. They explain this framework in an article called "A New Framework for Email Delivery". In short, this is what it boils down to:
- Make sure your permission process is up to standards and best practices.
- Make sure your email does not contain broken lines & bad HTML code.
- Make sure you remove incorrect and outdated email addreses from your mailinglist.
- Establish relations with major ISPs and corporate domains.
- Prove your identity. The most common methods, and the ISPs that use them, include SPF (AOL), Sender ID (MSN/Hotmail), and DomainKeys (Yahoo!).
- Manage your reputation - how much e-mail do you bounce with each send, how many spam complaints do you generate, and how do you respond to them?
- Test and monitor from content creation through delivery - set up test accounts at key ISPs or utilize a delivery monitoring service. Fix any problems before sending to the full list. Then monitor open, delivery, bounce, unsubscribe, and spam complaint rates across all key domains in your actual send.
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