Staying out of the spam folder can be harder than you might think! Even for senders with the best intentions, sending content that recipients are anticipating (shipping notifications, password resets, etc.), can end up in the spam folder. Spend an hour with us as Melanie Rowe, Senior Technical Account Manager, and Rob Piers, Technical Account Manager, walk you through the top ways to stay out of the spam folder and in the inbox. In the webcast we will review: - How to authenticate your email - Permission Marketing and the opt-in - CAN-SPAM and CASL - The importance of relevancy in your content

1. Tips and Tricks to Stay
Out of the Spam Folder"
Presenters:"
Rob Piers"
Technical Account Manager"
"
Melanie Rowe"
Sr Technical Account Manager"
"

2. Housekeeping
u ReadyTalk
• View in FULL Screen Mode
u Questions for Rob and Melanie
• Ask questions by using the CHAT function
• When the presentation begins, you will see the chat box as a floating
window to use at any time
• Questions will only be seen by the moderators, not all attendees, so go
ahead and ask as many questions as you want!
u Follow Up
• You will get an email with a link to the recording and a copy of all slides

3. Founded July 2009
TechStars Graduate
200+ Employees
Office locations in:
Boulder | Denver | Anaheim
San Francisco | Europe

4. Angel investors include:
Scott Petry
Founder, Postini
Matt Mullenweg
Founder, Wordpress
$27M
venture capital raised
(Series B closed
January 2012)
Investment

5. Email Landscape
Transactional
Marketing

6. 13 Billion
/month
450 Million
/day
Sending

7. MelanieRowe
Sr Technical Account Manager
melanie.rowe@sendgrid.com
RobPiers
Technical Account Manager
rob.piers@sendgrid.com
Presenters

8. 8
22%

9. What are spam filters?

10. Half Human/Half Technical

11. Email Deliverability…
Your Server
…Easy Right?

12. AOL
Yahoo
Google
Live
.edu
Etc…
ISPs
Your
Mail
Server
SORBS
BSB
CBL
PSBL
SPAMCOP
Blacklists
Etc…
Google
McAfee
Mail
Trust
Spam
Assassin
Cloudmark
Etc…
Spam
Filters
SPAM

13. AOL
Yahoo
Google
Live
.edu
Etc…
ISPs
Your
Mail
Server
SORBS
BSB
CBL
PSBL
SPAMCOP
Blacklists
Etc…
Google
McAfee
Mail
Trust
Spam
Assassin
Cloudmark
Etc…
Spam
Filters
SPAM

14. Outline

15. Before the Send

16. Reputation

17. IP Reputation
169.254.219.226
169.254.219.226
Shared IP" Dedicated IP"

18. CAN-SPAM!
1. Don’t use false or misleading header information"
2. Don’t use deceptive subject lines"
3. Identify the message as an advertisement"
4. Tell recipients where you’re located"
5. Tell recipients how to opt out of receiving future email
from you"
6. Honor opt-out requests promptly"
7. Monitor what others are doing on your behalf"

19. CASL !
(Canada’s Anti-Spam Legislation)!
• Identify the sender of the message"
• Provide a way to contact the sender"
• Provide a functioning unsubscribe method"
• Store the opt-in information of each of your
recipient addresses"

20. Authenticate"
Your
"
Email
DKIM, SPF,
& DMARC

21. Segment
Wisely

22. Test Before
Sending

23. The Message Itself

25. Make Unsubscribe"
Easy…

26. Images

27. HTML &
Plain Text

28. Attachments

29. After the Send

30. Engagement

31. The inbox is a"
moving target…

32. Right Message
Right Person
Right Time
Right Frequency

33. sendgrid.com/resources
sendgrid.com/blog

34. Mentioned Resources
Free blacklist checker:
• multirbl.valli.org
Test your mail:
• mail-tester.com
Event Webhook Guide:
• sendgrid.com/resources
EventKit:
• sendgrid.com/docs/VidGrid/Event_Notification/eventkit.html

35. Questions?"

36. Thanks!"