×
DMA: Data and Marketing Association
Why DMA?
email-marketing

Email Deliverability 101

Want the benefits of face-to-face learning? Take the Email Deliverability 101 In-Person Course.

DATE
TIME
LOCATION
July 6, 2017
10:00am – 4:00pm
Online
Register

Overview

Email Deliverability 101 is a hands-on one-day learning experience. This class will cover multiple email deliverability concepts, as well as answer email marketing related questions that you have always wanted to ask. We will also have individual and team exercises to provide “real world” deliverability learning.

The course is a great fit for anyone in the email marketing field. If you and/or your company send marketing emails, this class is for you. Those interested in how email deliverability works, how to send better emails, and how to grow your business with email should attend. We will be covering both technical and non-technical pieces of email deliverability, but you don’t need to be technical to take this class.

This class covers the basics and fundamentals of email deliverability, and provides actual details, metrics, and tools that you and your team can use. You will walk away from this course with multiple action items to take back and improve your email marketing program! At the end of the class, each participant will be required to answer a 20 question exam to achieve the class certificate.

Topics

  • Key Terms
  • What Happens After You Hit Send
  • Bounces
  • Complaints
  • Blacklists
  • Spam Traps
  • Content
  • Email Headers
  • Email Filters (B2C and B2B)
  • ISP Tools and Dashboards
  • Authentication
  • Reputation Tools
  • Email Compliance Laws
  • & Much More

About The Instructor

headshot
Ashley Dern
Ashley Dern is a deliverability strategist with several years’ experience in client relations, account management, and marketing. She has worked with multi... Read More »

Course Pricing

  • dollar Member - $599
  • dollar Non-Member - $999

Early Bird Discount! Register up to 8 weeks prior to the start date for 20% off the above rates. Price reflected at checkout.

See The DMA Member Benefits »

Course Duration

  • 1 Day

Powered by:

  • InboxPros-logo

    A member of EEC (The Email Experience Council)

Introduction

  • What is deliverability
  • Deliverability vs delivered

When you press send

  • What goes on in the background

IP & Domain basics

  • ESP & ISP
  • Path on an email
  • 4 basic steps to the inbox
  • Dedicated vs Shared IP
  • IP warming

What does reputation mean to me

  • Why recipients complain
  • Whitelisting -What is means
  • What is a blacklist
  • Examples of Blacklists
  • IP vs Domain Blacklist

Spam Traps, bounces & Phishing

  • What are typo traps
  • What are Grey traps
  • What are Pristine traps
  • How a bounce affects your reputation
  • Hard bounce vs soft bounce
  • What is Phishing?

Your ‘passport’ to the inbox

  • What is email authentication
  • DNS records/DNS Chart
  • ‘A host’ or ‘A-record’
  • Learn what CNAME is
  • Learn What MX, SOA, and TXT are
  • Learn what Sender Policy Framework is
  • DKIM, SPF authentication, and DMARC

DMARC

  • Connection Settings
  • Rate Limiting

Content

  • Campaign content chart
  • Content header example
  • Dissecting headers
  • Image content data
  • Subject line length
  • Keyword performance
  • Content tips
  • Content spam rules
  • List recommendations
  • Unsubscribe example
  • Preference page
  • Inactive recipients

List best practices

  • Basic list cleaning practices
  • List cleaning essentials
  • List management
  • List segmentation
  • Confirming email subscribers
  • Single vs double opt in
  • Captcha
  • Double entry

The In’s & outs of feedback loops

  • Feedback loops
  • Feedback loop offerings

ISP & filter best practices

  • Deliverability Signals
  • AOL best practices
  • AOL block details
  • Gmail best practices
  • Gmail Block details
  • TLS & Gmail
  • Gmail Postmaster tools
    • Authentication
    • Reputation
    • Spam complaints
    • Deliverability errors
  • Hotmail best practices
  • Microsoft (Hotmail, outlook, MSN, Live) SNDS
  • Outlook 400 SMTP Codes
  • Outlook 500 SMTP Codes
  • Cloudmark best practices
  • Mimecast
  • Watchgaurd reputation authority
  • Malware protection
  • How to increase network performance
  • Barracuda Central
  • Webroot
  • MYWOT.com

Recommended Tools

  • 250ok -inbox placement
  • 250ok -reputation informant
  • Email on acid -step by step

Laws & regulations to Know before pressing ‘send’

  • abuse@/postmaster@
  • Abuse.net
  • Privacy compliance -CAN-SPAM
  • Privacy Compliance -CASL
  • Implied Consent
  • Takeaways
  • Postmaster sites
  • Reputation sites

Services

  • IP warming plan
  • Reputation building
  • IP & domain authentication
  • 24/7 monitoring & alerting
  • Deliverability reporting
  • Deliverability Audits
  • Block removal assistance
  • Feedback loop analysis
  • Bounce code assistance

Questions

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

Try:
  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Want to do even more with this topic? Join our Email Experience Council and participate in knowledge sharing, best practice development, leadership building and networking with DMA members from across the globe. Please note, you must be a DMA member to participate in this group.
Learn More
Our Brands EducationEventsAdvocacy MembershipAccountability ResourcesKnowledge CenterAbout UsBlogContact Us

Login To Your Account

Send this to friend