DMA: Data and Marketing Association
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Email Deliverability 201

If you send marketing emails, this class is for you! In this follow-up to 101, learn intermediate to advanced deliverability concepts, how mail server configuration files work, spam filtering definitions, and how to grow your business with email.

$599 non-members $999 Take This Course

Course Description

Email Deliverability 201 is a hands-on, advanced, one-day learning experience. This class will cover intermediate to advanced 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 that understands deliverability basics, but wants to learn more advanced concepts. Those interested in intermediate to advanced deliverability concepts, how mail server configuration files work, understanding spam filtering definitions, 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 entirely technical to take this class.

This class covers intermediate to advanced concepts 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.


  • DMARC Reporting
  • Advanced List Segmentation
  • Advanced Rate Limits and Connection Settings
  • MTA Configuration Files
  • Spam Filter Definitions
  • Spam Filter Rules and Details
  • Understanding Feedback Loop Details
  • Advanced Deliverability Signals
  • International ISP Specifics
  • & Much More


Ashley Dern
Deliverability Strategist Inbox Pros Read Biography »

What You'll Learn

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    A member of EEC (The Email Experience Council)


  • Email Headers
  • List-unsubscribe
  • MIME
  • Message ID
  • DKIM Signature
  • DKIM Breakdown
  • Authentication & Validation

Advanced List Segmentation

  • Segmentation Basics
  • Geographic Location
  • Gender, Age, interests, demographics
  • Persona development
  • B2B/B2C (What to know)
  • Strategy tips
  • Optimizing Content
  • Basic strategy
  • Retention strategy
  • Text/image ratio
  • Subject lines
  • How to have a higher open & click rate
  • Personalization
  • CTA (Call to Action)

Exercise one
Optimizing HTML

  • HTML Basics
  • Inline vs external css
  • Guides
  • Email on Acid & Litmus

CIDR IP Addresses

  • Subnet Mask
  • Classful
  • Slash notation

DMARC Details & Alignment

  • What is DMARC
  • Mechanisms of DMARC
  • DMARC Prerequisites
  • SPF Alignment
  • DMARC Alignment
  • Identifier Alignment
  • Strict vs relaxed
  • Common alignment issues
  • Anatomy of DMARC
  • TXT instructions
  • DMARC Basic TAGS

Exercise Two
DMARC Report Details

  • RUA/Aggregate Reports
  • RUF/Forensic reports

MTA Configuration Files

  • MTA Key Terms
  • MTA Role
  • Envelope-from
  • MTA: Header
  • Configuration file
  • MTA: Setup and behaviors

Advanced Rate Limits & Connection Settings

  • Rate limiting concepts

Exercise Three
Spam Filter Details

  • What is a spam filter
  • IP Addresses and Spam
  • Abuse reports
  • ARF Report
  • Spam Filters
  • Email authentication
  • Trigger terms
  • Interactive content issues
  • Campaign coding
  • Content and formatting
  • Gateway spam filters
  • Spamassassin (features, rules, scores)
  • Microsoft exchange anti-spam headers
  • Microsoft Exchange message analyzer
  • BCL -Bulk Complaint Level
  • PCL -Phishing Confidence Level
  • Third party (hosted) spam filters
  • Cloudmark
  • Desktop spam filters -methods & Reponses
  • Bayesian Method, spam filter characteristics
  • Symantec

Domestic & International ISP Specifics

  • B2B (Feedback loops)
  • COX Communications
  • Gmail/Google apps
  • Gmail postmaster tools
  • Yahoo! (At&t, Bellsouth, SBC)
  • Yahoo feedback loop
  • AOL
  • AOL postmaster
  • Microsoft Smartscreen
  • Hotmail (outlook, live, MSN)
  • Icloud mail (Apple)
  • Ios10 Mail (Apple)
  • Tencent Feedback Loop instructions
  • Mail.RU
  • Free.FR
  • GMX
  • Signal Spam
  • Signal Spam Contributions
  • Certified Senders Alliance

Additional Resources & References

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.

  • “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.

Interested In Taking The Email Deliverability 201 Course?

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