Holiday Tips

Holidays are the busiest time of the year for just about everybody, including ISPs. Over the holiday seasons the number of emails being sent out, across the board, increases. ISPs receive larger amounts of volume so they are forced to set their threshold lower. There are more SPAM complaints by users, so ISPs become more stringent and strict. More words are flagged as SPAM and overall deliverability becomes more challenging. This makes it even more difficult for email marketers to successfully send large quantities of emails. To help counteract this problem we at KobeMail suggest throttling your campaigns. This will allow us to regulate the flow of emails being sent out which will ensure better deliverability into user’s inboxes.

Along with throttling there are other issues you can concentrate on to help improve deliverability during the Holiday season. Past experience is a great teacher, so refer back to and review your past years performance. Identify the lists and creatives that did well and which products worked best for you in the previous years. Evaluate how users reacted last year to your company’s emails over the holiday months. From your assessments make decisions on how, when, where, and what kind of emails you will send.

Encouragingly, though users’ inboxes are overflowing, past survey reports have shown that emails do influence consumers’ purchase decisions. Those who benefited most from holiday emails were companies recognized and trusted by users and consumers. This proves that email reputation and relationships are important. However, we are not suggesting you send more emails over the holiday season. Just ensure the emails being sent are more targeted and relevant i.e. mail smart not hard. Increasing the frequency of emails without increasing the value to the subscriber is essentially useless and may actually hurt you.

So we know you are going to send out holiday emails, however are text or HTML emails more effective in such a short period of time? Our research has shown that a combination of text and HTML formats seems to work best in a short conversion cycle. Text emails are best used if you just want to notify your users. However, if your goal is to give in-depth information, involve people and/or drive traffic to the website HTML format is more effective.

It is crucial to develop a strategy now that will balance promotional and informational emails that maintain the interest of your users. The strategies you implement now will help to to give you a successful email program for the upcoming new year.

Create Better Performing Assets

In the following issue I will be addressing a few concerns that all email marketers come across at one time. Successful email campaigns take considerable effort to acheive. Unfortunately, blindly sending emails is not enough because if "undelivered" the emails become useless no matter how interesting the content may be. It requires a lot of testing, delivery assurance and tweaking assets for optimal performance. If the customer never sees it, it is ineffective. I will be discussing the following topics:

Topic 1: Subject Line Length
Topic 2: Designing Creatives
General Tips: Unrecognized characters in text creatives

Hopefully the topics discussed, will help you create better performing assets.

Topic 1: Subject Line Length
The issue of subject line length has been a matter of debate amongst marketers. How long should an email subject line be? A good rule to follow is anything longer than 55 characters, this includes spaces, will be cut off. However, many people agree that 35 is a better number to aim for. All this only matters, if response rates are shown to be affected by subject lines and reports confirm they do. Subject lines longer than 50 characters show a decrease in response rates (measured by clicks). Meanwhile emails containing 49 or fewer characters had click through rates that were 75% higher and open rates that were 12.5% higher. There are always exceptions and the only way you will know what works for you is to test subject lines on your lists. However, keep in mind sometimes less can be more.

Topic 2: Designing Creatives
Now, let’s discuss creative design. The way a creative is designed does affect deliverability and response rates. A common mistake made by email campaign designers is they create emails to be viewed in its entirety -- i.e. understanding a web browser look is different than what an email will render once it reaches an ISP. Unfortunately, emails don’t work that way. They are scrolled through and in small windows. That means the most important part of the email needs to be on the top part of the page, the part recipients view immediately. Graphics can also be a source of problem for email marketers because some mail servers like Gmail or Outlook 2003 don’t display images by default. This means, if the majority of your creative is a graphic some users will see nothing.

General Tips: Unrecognized characters in text creatives
As a rule of thumb, text creatives must never be created in word processing documents such as MS Word. The problem arises while saving and converting the creative to text format. During conversion formatted characters are left behind within the text. Although these characters will render correctly on the computer screen, when it reaches it's destination the characters are unrecognizable and are replaced with default characters depending on the ISP and desktop email application. The most common characters that I have seen cause this problem are: " , ; ' among others. The best way to avoid this probelm is to build the text creative in Notepad.

Having said that, If you need to convert your word document into a text file, begin by saving it as a text file, then open the file in WordPad and save the file as a "Text Document – MS-DOS Format". This will convert the text and remove all residual formatting from MS Word. Please note that foreign languages using special characters may be changed to default.

Email Marketing- Strategic Targeting > Mass Lists

Here at KobeMail, we know a thing or two about email marketing. We have been a go-to source to a variety of companies for over eight years when it comes to email marketing. While technology is always becoming more advanced, the importance of strategy has always remained the same.

Email marketing has been a staple in the digital age. However, with the economic downturn came a more aggressive approach from marketers to push their message via email in an attempt to generate more leads and drive more sales. The attitude that these marketers embodied was “sell to anyone,” which can have long-lasting negative effects on their product and company.

You should take a step back and analyze their approach. Strategy needs to be the first step in their marketing campaign. A relevant message sent to a targeted audience will lead to higher revenue and a better chance of retaining your clients.

Before approaching prospective clients through email marketing, you should analyze a few things, beginning with their audience. Most companies tend to think about their own needs first, most importantly their revenue. Building relationships with the subscribers is key to a long lasting, profitable relationship. You need to create content that is meaningful to the specific target audience.

The second step is to think beyond the product. When you push your product, most people tend to boast how great the products are rather than focusing on how they can provide a resolution to a customer’s problem. You should take a step back, put themselves in the shoes of the recipient, and ask “What’s in it for me?”

Companies that utilize email marketing should always think quality over quantity. Most marketers, when talking about email marketing, tend to focus on “How many email names are in my list?” You really should be thinking about the quality of those leads. The real metric should not be the number of emails, but rather the revenue per lead.

Email marketing seems to prioritize tactics over strategy. In order to conduct a successful email marketing campaign, there needs to be substantial strategic planning that precedes the delivery. The focus of the campaign needs to be on relevant content rather than mass appeal. Proper strategy will identify quality leads, which in turn will drive revenue.

KobeMail has always been a leader in the email marketing field, but we are looking forward to helping our clients in new ways. Aside from handling their emailing needs, we are reviewing case studies about campaigns that worked, and those that haven’t, so we can offer strategy based advice to our clients. Improvement is key, and we strive to improve not only our own business, but the business of our clients!

Author: Peter Schirripa
Editor: Courtney Dillsworth

Knowledge is Power Part II - Hotmail Spam Filters

Hello again. In my last article, I discussed the mechanism of how AOL Spam Filters operate. Continuing on the subject on Spam Filters, in this issue I will focus on Microsoft’s Hotmail Filter and delve into the basic Anti-Spam architecture and how it affects your email campaigns.

Microsoft uses multi-level spam filters for all inbound emails. The first level is the blacklist and volume filter check -- where your IP and sender domain are checked against Microsoft’s internal and 3rd party blacklists. Both throttling and blocking of connecting Mail Transfer Agent (MTAs) also happens at this level.

The email then passes through Brightmail’s spam filter and Smart Screen (Microsoft’s proprietary content Spam filter) and then is checked for whitelisting of the IP and sender domain against safe-lists and Sender Score. After passing this phase, it is verified for authentication i.e. SenderID -- which confirms sender domain is approved to be sent via the sending IP address. The recipient filter then checks if the from-address has been setup in the Recipient’s address book. A score is produced which determines the placement of your mail (Inbox, Junk or Trash).

Hotmail uses mailing history as one of the main determinant for placement of mails into the inbox. New IPs with no mailing history has a harder time for inbox placement compared to an old IP with reputation. Mailers can achieve and build this reputation by sending smaller volume regularly (5-10K per day) rather than large volumes infrequently. The consistency in the mailing has proved to have better performance on campaigns due to higher deliverability. Also keep in mind that, Hotmail does not use user’s address book as the determinant factor for mail placement unlike AOL -- as the address book is referenced late in the filtering hierarchy.

Over 30% of spam today is image spam, messages containing solely of one or multiple images, and Hotmail flags 90% of emails a day as spam. SPF, SenderID, and DomainKeys/DKIM records are very important to get your emails delivered along with Sender Score, Bonded Sender programs and Reputation of the sender.

Finally, the key to the inbox of Hotmail is heavily dependent on the reputation. The reputation metrics consists for three things:

-- Spam Complaints: Number of users reporting your campaign as spam
-- Unknown User Bournce Rates: Bad/Inactive email addresses
-- Spam Traps: Emails addresses acquired by harvesting or that was purchased

This is where emphasis on managing feedback loops, bounce management, and carefully selecting your data providers becomes critical and essential to building your reputation.

Stay off the Dreaded Blacklist

Most email marketers know about the Can-Spam Act. If you want to stay off the dreaded Blacklist you should follow these simple protocols. When it comes to being in compliance with the Can-Spam act it is simple. You don’t want to run the risk of receiving a penalty that can cost your company time and expense .You want to make sure that you are on the whitelist or that the customer has your domain saved in the address book.

Simple steps you can follow:

• Keep an eye on your reputation- Make sure you stay up on the law of the Can-Spam act.


• Allow users to add their email to your list via your web site.


• Collect email addresses when in contact with customers to build your list of wanted users.


• Do not use misleading subject lines or headers


- The subject line should accurately state what content the email contains. Use Call to action to increase Opens.

- The “From” , “To” and “Reply-to” email address and domain should state the company the email is coming from


• There should always be a valid physical address on each email sent out.


• Allow your users to opt out on receiving emails. This can lessen the chance of more users placing your email in spam to get rid of receiving emails from your company.


• If a user chooses to unsubscribe or opt out on receiving emails from your company you should honor the request within 10 days the latest.


• Manage and know what other companies you have hired to do any email advertising for your company.

- You want to make sure that they are in compliance as well

It is best practice to stay off spam lists. You want your message to be heard. Being in compliance with the Can-Spam Act will help you stay off the dreaded Blacklist. For more information search Can-Spam Act.

Author: Amarilys Rivera
Editor: Roopal Rawani

Knowledge is Power Part I - AOL Spam Filters

Let me try and shed some light on AOL’s basic anti-spam architecture as a process flow and how it affects inbound email. There are three main types of spam filters that AOL uses i.e. blacklist filter, reputation filter, and a whitelist filter.

A blacklist filter is when an email is checked against AOL’s internal blacklist. If the sender domain is blacklisted, the mail will be blocked. The reputation filter then reviews the reputation metrics in the form of “abuse data” (spam complaints and spam traps). Once it passes the two filters, the domain is checked by a whitelist filter where it runs a check if the from-address (consisting of the domain) is in the recipient’s address book or if the IP and Domain are on any of their whitelists. Being on AOL’s whitelist allows emails to go through and be place directly into the inboxes with images displayed.

There are more filters used by AOL. However, if enhanced whitelisting status has been achieved with AOL then some or all of these following filters are bypassed. These filters include volume filters, content filters and recipient filters. If the sender domain or IP is not on AOL’s whitelist, the email is then routed through AOL's volume filters. The content filters then applies its proprietary content filtering and Bayesian filtering rules. Recipient Filters are when an email may pass a domain block, recipients personal Bayesian (defined by previous actions) rules or recipient’s personal filters. If an email does not pass these filters the email will be delivered, but then placed in the spam folder or completely blocked.

The best way to improve deliverability with AOL is to setup a Feedback Loop with them to reduce the number of complaints they receive from their end users. AOL has also planned to introduce SPF & DKIM into the reputation model soon. This means they will be using it as a means of authentication and reputation checking for connecting IPs as an added data point to help them determine the final status of email. Keeping content relevant and fresh along with emailing to active users also helps in increasing deliverability.

Common Deliverability Issues Revealed

Wonder what causes delivery issues? Here are just a few reasons as to why your message may not be delivered properly or in a timely manner to the inbox:

Sender Reputation - This element consists of list hygiene, message quality, subscriber engagement and complaint rates. Keeping a good standing with ISPs is important in determining whether your message gets to the Inbox, goes sent to spam, or gets blocked all together.

Spam Trap – ISPs frequently use deactivated email address accounts with the intention of trapping illegitimate senders.  Using purchased lists, whose integrity are in question, is not advised. It’s better to have a healthy list than a long list.

Volume – Spammers tend to send in large bulk trying to hit as many people as they can with the same sort of offers. You might have a large list but if you cleanse on a regular basis and keep a good reputation with the ISPs it will help avoid being blocked.

Authentication – Allows the ISP to know that you, the sender, are in fact the actual sender. Make sure you receive the proper authentication before sending in bulk.

Hardbounce rate – Removing unknown email addresses can help avoid getting trapped in a spam filters. Cleansing your list is important to avoid delivery issues.

Complaint Rate – Having users unsubscribe should not be seen as a bad thing. If users unsubscribed from receiving your emails this is the best and friendliest way. Allowing the users to unsubscribe easily may help with lowering the chances of them complaining as spam.

Consider these reasons regarding why your message may be seeing delivery issues and work toward establishing a better reputation with the ISPs. Here at KobeMail we understand these causes and work closely with our clients on eliminating the above causes.