Improving Email Delivery Rates Using White Lists

Be a more confident, successful publisher in just five minutes each week!

Breakthrough Internet Strategies for Authors and Publishers
Proven Internet Marketing Sources, Programs and Tactics
Tips and Techniques for Designing More Effective Websites

And get Don Nicholas' valuable, free Special Report: Seven Online Publishing Secrets absolutely free.

Improving Email Delivery Rates Using White Lists

Posted in Email Marketing Tips	August 10, 2005

Permalink: http://daily.mequoda.com/i//email_marketing_tips/blocked_email_email_delivery_white_list_103-1.html

Executive Summary

Learn why blocked email results in decreased open rates
Discover how rapid email newsletter growth can lead to blocked email
Understand how email white lists reduce blocked email and improve email delivery

I received a call from a publisher who had recently gotten very aggressive about building an email database by offering website visitors a free email newsletter. It seems that the conversion rate for new sign-ups was running seven to eight percent and he'd built a list of more than 300,000 active email subscribers in less than 90 days. That was the good news. That bad news was that his email delivery rates had tanked and he didn't know it.

Problem: His email open rates had dropped from 65 percent to less than 20 percent and he had not seen this as an indication of an email delivery problem. A little investigation revealed that many of his weekly emails were now on the blocked email list for AOL, Hotmail and Yahoo! Mail. When his list was small, under 50,000, his email delivery was good because all three were letting his mail pass. As he got larger, the Big 3 blocked email delivery from his email server, as did a number of smaller ISPs (Internet Service Providers). As a result his email delivery and conversion rates declined.

Solution: After exploring the alternatives, he decided to move his email broadcasting and list management to an ESP (Email Service Provider) who could send his mail using a combination of email addressing and IP (Internet Protocol) addresses that could all be added to the white lists maintained by the large ISPs. All the large ISPs now have a white list application process that allows them to avoid blocking or junking email from legitimate senders. When our publisher was sending a small volume, his email delivery was good because his volume was small. As his volume increased and none of the ISPs recognized him on their white lists, they all began to block his email.

Result: His email delivery has improved as a result of changing to an ESP. His open rates have recovered to about 48 percent, not as good as they were before, but much better than before he changed to the ESP. He's also screening his email content and subject lines now to make sure he doesn't trip other filters for the smaller ISPs who don't keep white lists, or are too small to be handling more than a few of his emails.

Lesson: When you scale a database email program, you'll need to be on white lists that weren't required when you were small, to keep your email delivery rates high.

Mequoda Library Members Only: For in-depth reporting on Internet Marketing visit the Mequoda Library Landing Page Optimization Topic Index Page, or check out these related reports:

Mequoda Method Habit #6: Using Content to Drive Traffic
The Daily Reckoning: Internet Strategy Case Study
MarketingSherpa's 2005 Email Marketing Metrics Guide
Increasing Email Delivery Rates: Two New Requirements
Ensuring Your Email Newsletters Get Delivered

COMMENTS

Very useful and succinct information that can help a lot of growing firms avoid e-mail blackouts.

A resource list of reputable ESPs would be helpful, especially one that was interested in dealing with growing, as opposed to "already grown," accounts.

Comment by: Roger P | August 13, 2005

Great information. It would be helpful to include some of the tips for screening content and subject lines, or give them a reference to where they can get the info. I

Comment by: Aimee G | August 13, 2005

Top 50 Email Spam Words and Top Email Service Providers (ESPs)

The Enterprise Email Application Software Blog (EEASB) has compiled a list of the top 50 spam words that are much more likely to appear in SPAM rather than in legitimate email. The list was created using the results of their companies Bayesian spam filter.

The EEASB top 10 SPAM words are

homeowner discreet madam materially unclaimed anticipates soma preapproved unconditionally beneficiary

Go here to see the complete list of the top 50 SPAM words: http://blog.activsoftware.com/entry/36/top_50_spam_words

A few years back we helped found the Email Service Providers Coalition (ESPC). Members take a pledge that is a cut above the requirements of the CAN SPAM ACT (http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.htm) and are active in promoting legal and technical solution for limiting SPAM and getting legitimate email delivered. Members are the top tier ESPs and their clients.

The founding members still active include:

aQuantive CheetahMail (an Experian company) Constant Contact (formerly Roving Software) Digital Impact DoubleClick ProspectivDirect SKYLIST

For a complete list go to: http://www.espcoalition.org/members.php

And a bonus from ESPC member Constant Contact is their Email Marketing Glossary: http://www.constantcontact.com/email-marketing-resources/glossary/index.jsp

Have fun exploring!

Comment by: Don N | August 14, 2005

What does it cost to employ an ESP (Email Service Provider)? Isn't this essentially paying a legitimate bribe in order to be whitelisted? This is Habeas.com and DeliveryMonitor.com we're talking about there, right? What's the fee and the guarantee?

-- Peter

Comment by: Peter S | August 15, 2005

Could you tell us whether this company had done all it could on it's own to get white listed before switching to an ESP? It scares me to think that SPF, Habeas.com and other gaurantor services wouldn't be enough to get clearance for a legitimate, high volume, emailer.

Comment by: Ken J | August 16, 2005

ESPs

Hi All:

Our publisher began the process of white listing and quickly found that his calls were not being returned by the ISPs.

Most ESPs now have one or more full-time staffers to deal with email delivery, white listing and complaint handling. These folks have counterparts at AOL, MSN, Yahoo, etc. who are on their speed dials and IM buddy lists.

Bear in mind that any volume emailer will draw SPAM complaints even when they follow all the rules. To get and stay white listed, these complaints must be dealt with in a timely manner.

The ESPs are also putting their reputation (and IP block) on the line every time they take a new client. Many will no longer allow a mailer to upload lists and will audit your opt-in process so they can vouch for you and the quality of your list with the ISPs.

It’s no longer practical to be a volume mailer and not use a reputable ESP unless you're big enough to duplicate their infrastructure and relationships.

Thanks for the feedback,

Don

Comment by: Don N | August 17, 2005

ADD YOUR COMMENTS