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Last active July 18, 2017 05:29
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Email

Email

Why is email still important?

Different types of email

  • Marketing
  • Transactional
    • Result of a user initiated action, order confirmation, password reset email etc.
  • Drip camp
    • Marketting emails initiated by some user action sent on a predetermined schedule

SMTP

  • envelope
  • headers
  • body

Spam

# envelope sender
mail from: [email protected]
# envelop recipient
rcpt to: [email protected]
data
# message headers
From:  Foo<[email protected]>
To: Bar<[email protected]>
Reply-To: <[email protected]>
Subject: SPAM!
Catch me if you can!
.

How ISP's/email hosts deal with spam

  • Blocklists (domain/IP addresses)
    • SpamCop and SpamHaus
  • IP/Domain Reputation
  • Content Filtering

Things to keep in mind

  • IP warm-up

    • If you are going to be sending more emails than usual it is good to let your ESP know ahead of time they can "warm-up" your IP.
  • Dedicated IP's

    • SendGrid recommends 1 IP per 10-15K daily sends
    • separate IP's for marketing and transactional email
  • Mail lists higene

    • low bounce rates
    • low spam reports
    • double opt-in
    • honeypots on any public email sign-up forms
  • Don't buy email lists

    • Illegally harvested emails (can lead to fines)
    • Quickly get a lot of emails marked as spam (get in trouble with your ESP)
    • Other people probably bought the same list
    • Quickly ruin your repputation

Authentication (validating the sender)

(You can go without them, but you'll probably get better deliverability with)

Email analytics

  • Open rates
  • Click-through rates
  • Unsibscribes
  • Spam reports
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