| Introduction | | | | Don't send bulk emails using the BCC field |
| There may be email delivery tips that everyone | | | | Some of us using our favorite email client (such as |
| knows, but today I'm going to delve a little deeper | | | | Microsoft Outlook) tend to send mass emails using |
| and give you some more ideas on how to increase | | | | the BCC field. That's okay if you're forwarding |
| the number of emails that actually get delivered to | | | | something of interest to your friends or co-workers, |
| your subscribers. | | | | but don't ever do this when sending your |
| Is your domain's IP address blacklisted? | | | | newsletters. |
| The first thing you should check if you feel there's | | | | Using a BCC field is another trigger for spam filters |
| something suspicious about your deliverability rates is | | | | that you want to stay away from. Instead, your |
| your domain's IP address against spam black list | | | | email program should send just one email to one |
| databases. | | | | subscriber at a. Don't fall into the trap of thinking it's |
| These databases store the I.P address of domains | | | | a good idea to send your newsletter to 200 |
| that have been known to spam. ISP's and email | | | | subscribers using the "CC" and "BCC" fields. |
| administrators can use this data to block further | | | | Keep your lists as clean as possible |
| emails being sent from that domain. In some cases, | | | | Honor all unsubscribe requests (your email marketing |
| someone may have used your IP address to send | | | | software should generate an unsubscribe link for all |
| out spam emails, or your emails may have been | | | | emails you send) and process bounced emails |
| reported as spam even though they weren't. | | | | frequently. Sending to email addresses that have |
| If you're unsure what your domain's IP address is, | | | | bounced repeatedly can result in a blacklisted IP |
| simply open up a command prompt in windows (start | | | | address. You want to make sure that each bulk email |
| menu -> run -> cmd.exe) and type in ping You | | | | you send does go out to legitimate, working email |
| should see something like this: | | | | addresses. |
| Pinging [203.213.97.61] with 32 bytes of data: | | | | You should also make sure your abuse@ and |
| Your IP address is contained inside the brackets (in | | | | postmaster@ emails are valid and working. The |
| this case the IP address is 203.213.97.61). | | | | Internet Engineering Task Force (IETF) has |
| Once you've obtained your IP address you can start | | | | recommended these email addresses for complaint |
| checking it against the different black list databases. | | | | spam reporting and you may receive emails from |
| I've supplied some of the more popular ones below: | | | | users or ISP's if they have a complaint or spam |
| - | | | | report about your mailings. |
| - | | | | Let your subscribers know when your emails are |
| - | | | | coming |
| - | | | | If you offer a subscription to your newsletter from |
| You can find a more comprehensive list by clicking on | | | | your web site then tell each and every subscriber |
| the link below: | | | | exactly when to expect your newsletter. For |
| [ | | | | example: |
| If you're IP address isn't found on any of the lists, | | | | "We send our newsletter once a month, usually |
| then great. If it is you can try to contact your ISP | | | | around the 20th, so make sure you keep an eye out |
| and find out if you can get a new IP address. You | | | | for our next issue!" |
| can also try contacting the owner of the blacklist site | | | | Also, if someone has subscribed for your newsletter |
| to get your IP address removed from their database. | | | | and only your newsletter, don't go sending them |
| Watch your attachments | | | | special offers and other unrelated emails unless |
| Many people don't realize that the type of | | | | you've told them to expect to receive them. For |
| attachment you send with your email can cause | | | | example: |
| different spam filters to block your email and even | | | | "When you join our mailing list we may occasionally |
| go so far as reporting your I.P to a black list | | | | send you special offers for our products and |
| database. | | | | services, but don't worry - every email includes an |
| You should avoid using script or any type of | | | | unsubscribe link if you change your mind." |
| attachment besides PDF. Many corporate mailboxes | | | | Use double opt-in lists |
| as well as virus filters block attachments that end in | | | | I've mentioned this in my previous article but once |
| .exe, .avi, .swf, .zip, etc. | | | | again to make your mailing list as clean as possible |
| Make sure your server is configured for reverse DNS | | | | always use double opt-in strategies. That is, when |
| lookup | | | | someone signs up they should receive an email which |
| Reverse DNS lookup, originally designed as a network | | | | contains a link they must click to verify that they do |
| troubleshooting tool, has become an import tool in | | | | indeed want to be on your mailing list. This stops |
| the fight against spam. When an Internet mail server | | | | illegitimate email addresses from being added to your |
| receives an email it receives an "SMTP" greeting. This | | | | mailing list. |
| SMTP greeting is how the 2 servers communicate | | | | Let subscribers update their details |
| with each other when sending and receiving emails. | | | | If I switch jobs or change my email address, I should |
| In this SMTP greeting, the sending server identifies | | | | be able to come to your web site and change my |
| itself as with an IP address of 10.1.1.1 (for example). | | | | newsletter subscription from to using a simple |
| The receiving server can now do a reverse DNS | | | | "modify details" form. By allowing your subscribers to |
| lookup, to see if the IP address actually matches the | | | | do this, you reduce the number of bounced emails |
| domain name. A lot of spam servers won't match | | | | and keep your subscribers active much longer. |
| and so the receiving server can mark this as one | | | | Conclusion |
| failed test on a list of many to indicate if the email is | | | | Improving email deliverability is one of the toughest |
| indeed spam or not. | | | | tasks for any email marketer. While this list is by no |
| Most reputable hosting companies should already | | | | means complete it can dramatically help to improve |
| have this configured, but it doesn't hurt to ask. If | | | | your email deliverability and hopefully your click thru |
| your server is not configured for reverse DNS | | | | rate and bottom line. Until next time, best of luck in |
| lookup, then be very wary of sending legitimate bulk | | | | your e-marketing efforts! |
| email from that server. | | | | |