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2016

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Why you should have a valid working from and reply to rather than a non-functional or "no-reply":

 

1) Encouraging engagement is key to maintaining a positive reputation. It demonstrates credibility to ISPs when recipients engage with your email and replying to your email and adding your address to an address book are both ways to get some positive reputation points. It is not likely that a subscriber will add "no-reply" to an address book.

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2) Some subscribers will reply to unsubscribe. If that fails, they are likely to complain, which decreases your sender reputation.

 

3) You'll be able to capture out of office notifications that can help you clean up your database by identifying invalid addresses, like employees who no longer work for a company.

 

4) Imagine talking all the time to someone but not allowing them to reply. That's a bad relationship. That's the same message a no-reply sends to a subscriber.

 

5) It is important that the From Address be a valid email address, some filtering systems are validating that this is a real address that will accept mail.  If the address is not a real email address this can cause mail to be blocked or undelivered.


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Carmi Lopez-Jones, an AMAZING Deliverability Consultant at Marketo, and I presented on Marketo's University Day at Summit.  I promised to share the content we presented in this blog because our PPTs were updated from the copies you received as attendees.  And if you did not attend you get a view of what was presented at this valuable session! 

 

The PPT has been stripped of the branded template, but the content is intact!  Yesterday I posted the first session, "Improving Email Deliverability by Design: Best Practices and Strategies."  This session covered

  • Developing an envelope strategy using best practice recommendations
  • Understanding the email delivery landscape to prevent email delivery issues
  • Designing content and images for optimal deliverability success

 

Today I have the second session ready to post, "Optimizing Email Deliverability" which covered

  • Deliverability and how it’s measured
  • Important metrics to monitor
  • How to monitor your deliverability metrics using Marketo reporting
  • And how to leverage best practices to increase engagement

 

But I have to say, if you missed the session, the discussion in the Q&A is almost more valuable than the presentation itself - there were so many great questions asked by the audience!  See you at next year's Summit!


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Carmi Lopez-Jones, an AMAZING Deliverability Consultant at Marketo, and I presented on Marketo's University Day at Summit.  I promised to share the content we presented in this blog because our PPTs were updated from the copies you received as attendees.  And if you did not attend you get a view of what was presented at this valuable session! 

 

The PPT has been stripped of the branded template, but the content is intact!  Today I am posting the first session, "Improving Email Deliverability by Design: Best Practices and Strategies."  This session covered

  • Developing an envelope strategy using best practice recommendations
  • Understanding the email delivery landscape to prevent email delivery issues
  • Designing content and images for optimal deliverability success

 

Tomorrow I'll have the second session ready to post, "Optimizing Email Deliverability" which covered

  • Deliverability and how it’s measured
  • Important metrics to monitor
  • How to monitor your deliverability metrics using Marketo reporting
  • And how to leverage best practices to increase engagement

 

But I have to say, if you missed the session, the discussion in the Q&A is almost more valuable than the presentation itself - there were so many great questions asked by the audience!  See you at next year's Summit!


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2016-05-06_AOL to Verizon.png

 

Earlier this month Laura Atkins over at Word to the Wise (great blog!) talked about the AOL/Verizon merger.

 

"Last year Verizon bought AOL. As part of that merger some @verizon.net email is being migrated to the AOL backend. FAQs published by Verizon say this change is only affecting users in FL, TX and CA."

 

AOL Mail for Verizon Customers - AOL Help

https://www.verizon.com/support/consumer/email

 

We are viewing this as a good thing on the Email Deliverability Team.  At AOL, the postmaster team is solid, and the sending guidelines and remediation processes are pretty clear and easy. Historically, this has not always so much been the case with Verizon. In context, it probably makes sense to keep AOL as the surviving email platform, even though Verizon was the acquiring company. From this outsider's perspective, AOL seems to have the more evolved email platform.

 

No need to change email addresses or take an action with this change.  Users will still have @verizon.net addresses but the backend and filtering will be managed by AOL.

 

NOTE:  Some sub-accounts may not be moved, either because the user forgot about them or because they decided they didn’t want to move them. This may result in a slight increase in “user unknown” bounces from @verizon.net addresses temporarily.


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What is it?

The List-Unsubscribe header is in the unseen header portion of email messages. Recipients don't see the header itself but if the receiving email network leverages the List Unsubscribe Header recipients will see an Unsubscribe button they can trust to unsubscribe from future messages. 

The header can look like this to receiving networks:

From: kiersti@marketo.com

Subject: We need to implement this list-unsubscribe thing

Date: February 22, 2016 12:16:59 PM MST

To: sloan@somedomain.com

List-Unsubscribe: <mailto:unsubscribe@marketodomain.com>

What is it important?

"The list-unsubscribe has been a very valuable tool for the email ecosystem, from consumers to businesses to mailbox providers. Over the past 20 years, consumers have slowly been trained to mistrust unsubscribe links located in the footers of email and spam, as some spammers would use the unsubscribe link to verify that the email address was a valid, active user. Once the spammers knew that, they would send them even more email rather than opting them out. In some cases, spammers would use the link as a way to install malware on an unsuspecting users’ machine."  Microsoft Changes List-Unsubscribe Requirements Melinda Plemel, 1/23/15

 

Does Marketo implement the List Unsubscribe Header?

Yes, for every email sent from our system Marketo leverages the mailto: List Unsubscribe Header function.

 

What networks are paying attention to the List Unsubscribe Header?

ISPs and spam filters view it favorably when making filtering decisions because having the List Unsubscribe header can indicate that the sender is actively working to avoid spam complaints. In fact, most major providers like AOL, Hotmail, Gmail, and Yahoo! support List-Unsubscribe functionality.

Looking specifically to Gmail, Gmail's Bulk Sender Guidelines recommend that the List Unsubscribe header be implemented.

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How the List-Unsubscribe header works at Gmail

Gmail supports the List-Unsubscribe functionality and calls it “auto-unsubscribe.” When an email recipient clicks on “Report Spam,” a dialog box will appear that asks if they want to unsubscribe or report the email as spam. If they click unsubscribe, a notification will be delivered to the email address in the List Unsubscribe Header to stop mailing you.

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Barracuda Spam Firewall

 

Advanced Inbound Email Filtering Policy

The Barracuda Email Security Service includes a rich set of inbound and outbound email filtering policy options, including anti-spam, antivirus, rate control, IP policies, sender reputation and more. In addition, you can opt to subscribe to the Barracuda Advanced Threat Detection (ATD) service. ATD is a cloud-based virus scanning service that applies to inbound messages, analyzing email attachments in a separate, secured cloud environment to detect new threats and determine whether to block such messages. See Advanced Threat Detection Configuration for details.

 

Intent Analysis - Inbound Mail

All spam messages have an "intent" - to get a user to reply to an email, to visit a web site or to call a phone number. Intent analysis involves researching email addresses, web links (URLs) and phone numbers embedded in email messages to determine whether they are associated with legitimate entities.  Phishing emails are examples of Intent.

Frequently, Intent Analysis is the defense layer that catches phishing attacks. The Barracuda Email Security Service applies the following forms of Intent Analysis to inbound mail, including real-time and multi-level intent analysis.

  • Intent Analysis – Markers of intent, such as URLs, are extracted and compared against a database maintained by Barracuda Central. 
  • Real-Time Intent Analysis – For new domain names that may come into use, Real-Time Intent Analysis involves performing DNS lookups against known URL blocklists.
  • Multilevel intent analysis – Use of free websites to redirect to known spammer websites is a growing practice used by spammers to hide or obfuscate their identity from mail scanning techniques such as Intent Analysis. Multilevel Intent Analysis involves inspecting the results of Web queries to URLs of well-known free websites for redirections to known spammer sites.

 

Intent Analysis can be enabled or disabled on the INBOUND SETTINGS > Anti-Phishing page. Domains found in the body of email messages can also be blocked based on or exempt from Intent Analysis on that page. See also Anti-Fraud and Anti-Phishing Protection.

 

Additional Resources

Barracuda SMTP+Error+Codes.pdf

Original online resource - https://techlib.barracuda.com/BSF/SMTPErrorCodes

How Spam Scoring Works - https://techlib.barracuda.com/BSF/SpamScoring


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Navigate to your Domain Management page and chose the domain you are setting up the subdomain for to begin.

Once you are in the management page for the domain you chose Add Record, see image below.

 

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At this point you start to build your subdomain.  You will be adding a record in three sections: A Record, MX Record and TXT Record.

 

 

 

 

 

 

 

 

 

 

Below is an example of adding the MX record for the subdomain. 

 

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The section titled HOST: is the section that is designating your subdomain.

In the example below I am setting up a subdomain for KIERSTIESPARZA.COM.  I am setting up example.kierstiesparza.com.

 

In the HOST: section I enter “example” for the subdomain. The Points To: record will be provided by Marketo Privacy/Delivery Team.  Priority can be set to 5. 

 

MX Record Type

HOST: example

POINTS TO: example.kierstiesparza.com

PRIORITY: 5

 

 

 

 

 

 

 

 

 

 

 

Once you have the MX Set up follow the same process for the TXT

 

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TXT Record Type

HOST: example

POINTS TO: "v=spf1 include:mktomail.com ~all"

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The final record to set up is the A record.

 

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A Record Type

HOST: example

POINTS TO: (this will be the dedicated IP that you have been assigned)

 

 

 

 

 

 

 

 

 


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