Introduction
Hello everyone, my name is Max Timoshenko, I am the head of the email marketing department at Gazprom Media Holding. In this book I want to talk about email deliverability, focusing both on the basic level and on those people who are already doing something in email marketing or maybe even working with large databases, so we will not only scratch the surface!
I will start with the global block — deliverability of letters, which worries many clients: «What to do? How to be?» And I can say that many large brands still do not even have the DMARC parameter set up, which is required by many email providers.
As part of the book I will mainly uncover technical aspects of deliverability and automation. What is deliverability, why we need it, what are the technical requirements for mailings, what must be done absolutely, what existing quality metrics exist, what relates to the marketer rather than the technical specialist. In general, let’s look at how to solve problems with examples of specific mail providers.
Some parts of the book will be useful for marketing department managers, some moments from the book will be useful for your system administrators, developers, some directly to email marketers as they will need to configure the technical part. There are things that are interesting on ESP (email server provider) — platforms. Their technical part is usually implemented by the platform itself, but it is always worth remembering that quality indicators relate directly to the marketer, the one who will send the letters.
The meaning of deliverability
Let’s think about what spam is. Spam is mass mailing of commercial emails to those who have not expressed a strong desire to receive them. When
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