转载：如何处理弹回邮件？（interspire Q & A）
当你发送邮件或者自动回复时,你需要填写一个弹回邮件接收地址。这个邮件地址是必不可少的。任何弹回邮件都将发送到这个邮箱。这些弹回邮件将一直保存，除非你处理弹回时删除它们。当你手动或通过cron自动处理弹回邮件时，可以设置弹回邮件接收账户的细节。
程序将自动读取每封弹回邮件，利用内部自建的规则区分它是硬弹、软弹还是未知弹回。
软弹是指临时弹回，比如“邮箱已满，请稍后投递”
硬弹是指永久弹回，比如“该邮箱地址不存在”
如果是软弹，程序会在5次软弹后才标注该邮箱地址为弹回邮箱，如果是硬弹，程序会立即标注该地址为弹回邮箱。
程序永不删除弹回邮箱，而是将它们放进数据库，并标记为“弹回”，以后发送邮件时将自动过滤这些地址。
如果是未知弹回邮件，程序将忽略它，如果你认为该邮件应该被处理而不是忽略，你可以编辑弹回规则文件添加新的规则。
What Do I Do If I Have a Bad Sender Score?
The first step is knowing, so good job on checking your score. It can take weeks or months to fix a low Sender Score, so the sooner you're aware of the problem, the better. There are several aspects of your email marketing that you need to check and possibly change to improve your Sender Score and email delivery rates -- here are the ones that Sender Score takes into serious account:
Inconsistent Volume of Email Sends: See the graph in the top right corner of the Sender Score report? Their email send volume goes up at a pretty steady rate, and as a result, their score maintains a pretty even number. However, if you were to send 5,000 emails on Monday, 200 on Friday, nothing for a week, and then suddenly another 15,000, you would likely get dinged for sending inconsistent volumes of emails.
Frequency of Sends: Just as the volume of sends should be consistent, so should the frequency with which you email recipients. Email every day, every other day, every week -- whatever your needs are. Just make sure you don't jump on the email marketing bandwagon, abandon it after a month, then hop back on and expect no deliverability penalties. As you perfect your email marketing machine, you'll be able to test the optimal email sending frequency for your recipients.
Cold IP Address: If you're new to email marketing, you may have neglected to warm up your IP address. Start email marketing on a new IP address with small batches of the best people on your email list -- you know, the ones who love you and won't mark you as SPAM or unsubscribe from your communications. Progressively increase the amount of people you email to warm up your IP and prove you're a safe sender.
Being Blacklisted: There are about 50 known blacklists out there that denote which IPs are spammers. Return Path has a service that lets you see if you're on a blacklist. Assuming you're a legitimate email marketer who just didn't know some of the rules for good email deliverability, visit the sites of those who have blacklisted you to consult their information for being removed from their blacklist. If you contact them for removal, they will help you understand why you were blacklisted in the first place and what you can do to improve your email marketing methods.
Getting Caught in a Spam Trap: A spam trap is an email address that was once valid, but no longer is, and will thus garner a hard bounce notice when you email them. However, when a mail server sees consistent traffic going to the dead email, they can turn the email into a spam trap that will stop returning a hard bounce for the known bad address, and instead accept the message and report the sender as a spammer. The moral of the story here is, if you're not monitoring your hard bounces and removing them from your active email list, you could be perceived as a spammer.
SPAM reports: Finally, if your email recipients think you're a spammer and identify you as such via a SPAM report, your sender reputation is going to suffer. Check the rate at which your emails are marked as SPAM -- an acceptable rate is 1 in every 1000. 发主题帖广告币-1:lol 本帖最后由 dfy 于 2013-4-3 22:56 编辑
14 Things Not to Do If You Want Your Emails to Land in Inboxes
1.) Don't buy or rent lists. Yes, you can legally purchase lists of people who have agreed to email communications, but they aren't likely to actually want your emails, increasing the likelihood they will mark you as spam.
2.) Don't scrape sites for email addresses. This is always illegal.
3.) Don't use all caps anywhere in your email or its subject line.
4.) Don't use video, Flash, or javascript within your email.
5.) Don't forget to include alt text in emails with images so they can be easily read by all email clients.
6.) Don't embed forms in your emails; send recipients to a landing page on your site instead.
7.) Don't use spam trigger words like "free," "guarantee," and "no obligation" in your subject line or email body. A good rule of thumb is, if it sounds like something a used car salesman would say, it's probably a spam trigger word.
8.) Don't use a red font when drafting your email. And not that a legitimate email marketer would, but also refrain from using a white font on top of a white background.
9.) Don't use exclamation points!!!!!
10.) Don't forget to use spell check; misspellings are yet another spam indicator in your email copy.
11.) Don't jam pack your email copy with keywords.
12.) Don't use tons of images, or very large images. And remember, all images should have associated alt text!
13.) Don't email people who have bounced repeatedly; it can cause your IP address to be blacklisted.
14.) Don't include attachments to your emails. Just as with landing pages, send recipients to a page on your site to download whatever it is you want to send.
不同ISP规则不一样
15 Things You Can Do to Increase Your Email Deliverability Rate
1.) Do reach out to inactive subscribers to see if they still want to be included on your list; doing so decreases the likelihood that they'll flag you as spam and keeps your list current clean.
2.) Do ask for feedback from your inactive or infrequently active subscribers to see if you can re-engage them.
3.) Do use double opt-in. This means after someone subscribes, you should send them an email with a confirmation link ensuring they want to receive email communications from you.
4.) Do ask your subscribers to white list you. Spam filters are more aggressive than ever, and sometimes email people value still end up in spam boxes. By asking your subscribers to add you to their address book, it tells spam filters to back off.
5.) Do include a clear unsubscribe link and a physical mailing address in your email footer.
6.) Do use a familiar sender name to decrease the likelihood recipients won’t recognize you in their inbox.
7.) Do include your recipient’s name in the To: field so spam filters know that you do, indeed, know your recipient.
8.) Do offer both an HTML and a plain text version of your emails; it’s not only an indicator of legitimacy to ISPs, but it also makes your emails more reader friendly.
9.) Do keep emails short; too much copy is another red flag for spam filters.
10.) Do include the date somewhere in the body of your email to show your message is current.
11.) Do test emails you send with the email clients your subscribers use to ensure they deliver successfully to all of them.
12.) Do get email sender accreditation from a third party so ISPs know you are a trusted sender.
13.) Do monitor your sender reputation. DNSstuff.com lets you check on whether you are a blacklisted sender, something many unlucky email marketers aren't even aware of.
14.) Do honor unsubscribes; it’s not only good for you as a self-scrubbing mechanism, but it’s also illegal not to.
15.) Do stay up to date on changes in email sending laws, ISP behavior, and spam filter technology. Email marketing is constantly evolving, and staying in the know helps ensure you’re always following best practices (and the law!). How to Stop Buying Lists & Start Building an Opt-In Email Database
Step 1: Start blogging to attract website visitors.
The first thing you need is content, and a blog is a great way to create lots of short bits of content that can get indexed by search engines. Each blog article is another page that can indexed by search engines so that when your prospects go to search for an answer to their question, you have more opportunities to show up. Blog content in particular should be educational and valuable to your target market so that they have a reason to come read it and share it with their network. Make sure your blog has social sharing built in so that you can encourage others to share your content and extend your reach beyond a single target visitor or email subscriber.
It's simpler than you think to create that first blog article. Just ask yourself, what is the most common question you hear from a prospective customer? That's the title of your first blog article. The body of the article is simply the answer that you're used to giving on a daily basis. Pretty simple, right? Now repeat for all the other common questions you get -- after a while, you'll get more and more used to creating educational blog content. It's that initial hump that's the hardest to get over. Here are a few more strategies for creating business blogging content if you're concerned about ongoing blog content creation.
Step 2: Create an offer to convert visitors into leads.
Now that you've attracted visitors to your blog and your website, you need a way to convert them and let them opt into receiving your email communications. If you don't have any offers on your website where someone can give you their information in exchange for a free resource, I'd suggest starting with two offers: one top-of-the-funnel, educational piece of content (like an ebook on the top 10 challenges facing your target customer), and one middle-of-the-funnel offer to let someone request to speak with your sales team and get a demo/quote/consultation. By having these two offers, you can capture potential leads that are at different stages in the buying process.
Now that you have these two offers, promote them all over your blog and website. On any given page of your website, your visitor should know -- what should I do next? If they're reading a blog article and enjoy your content, the call-to-action at the end can offer them to download your ebook on top 10 challenges. If they're on your product page and are interested in learning more, they should have that clear opportunity to sign up for a demo with a sales executive.
Once you have your first two offers covered, it's time to create more offers tied to different challenges or topics of interest to your potential customers. One great way to figure out what to use as the topic of your next offer is to look at the content that's popular on your new blog, and create an offer around that (and then you can even repurpose some of your blog content!). Here are the complete steps to creating lovable marketing campaigns to help get you started.
Step 3: Supplement with paid marketing in the short term.
The above two steps will help you build a high quality, opt-in email list over time. But it won't necessarily get you the volume of leads you need immediately. So in order to supplement your lead generation efforts in the short term, there are a few paid marketing efforts that can tide you over.
Pay-Per-Click Advertising in Search Engines - Run ads that will show up beside search results in Google, Yahoo, etc. This is a great way to capture some percentage of the people who are going to search engines to find an answer to a question. You can therefore catch people at the time that they're doing their research and target based on keywords to show more relevant ads. Make sure your ads lead to a targeted landing page that aligns with the content in your ad to capture as many of those new opt-in leads as possible. New to PPC? Here's how to get started with your PPC campaign.
Social Media Advertising - Similar to search PPC, you can do social PPC where you run ads on Facebook, LinkedIn, or Twitter to reach people when they head to social media during the day. After all, social networks reach 82% of the world's internet users, and those internet users spent 6.7 billion hours on social networking. And that was just in October, 2012. (See more similarly crazy stats here.)
Blog/Email Sponsorship - There are likely organizations, bloggers, or other companies that have a similar target market to yours and have already built up their own in-house list. Some of them will allow sponsorships of their emails or blog, and display or share your content in their emails or on their blog. This is a fantastic way to accelerate the growth of your own list because you're building on an existing relationship and you can target a very specific audience and encourage them to opt in to your list by downloading your content.
Step 4: Communicate the change.
It's one thing to write about this marketing shift; it's another to do it. And it's yet another to get the rest of your team and executives on board with it. If you anticipate this shift being confronted by resistance from the sales or management team, you may want to consider presenting a proposal that outlines an experiment where you will try this approach for 6 months and set target metrics to show if it's working. Here are some of the things you can include in such a presentation:
Current Program and results - Outline your current process of purchasing and emailing a list, including a typical campaign with number of emails purchased, response rate, number of leads generated, total cost, and cost per lead. This gives the team a baseline of what's going on today, and sets their eye on a metric that matters -- number of leads generated. If you can go further down the funnel to marketing qualified lead, opportunity, or customer, that's even better.
Why the Current Program Isn't Effective - Share points like Email marketing to third party lists was ranked the least effective strategy by marketers, and perhaps even ask the team the last time they responded to such a cold email.
Proposed Plan and Target Metrics - Set out the goal of number of leads generated and cost per lead, and outline the plan for how you're going to generate those leads using a new approach. You can even detail how many blog articles you'll publish per week and offers you'll create per quarter.
Such a presentation that's focused on results, backed up by data, and supplemented with a clear plan can help get buy-in from the team and give you some run-way to switch to this approach. Want a head start on that presentation? Here's a customizable starter PowerPoint presentation with the above points. Just fill in with your numbers, brand accordingly if you desire, and plan and present to your team! 不活跃用户的处理
http://cdn2.hubspot.net/hub/53/file-24720444-png/blog-related_images/fab_automatic_opt_out_email.png?t=1363875315000 多谢小生，你再加分人家会以为我是你的小号:P dropbox如何用个性化邮件激活僵尸用户
http://cdn2.hubspot.net/hub/53/file-23118847-png/blog/images/dropox-resized-600.png 一封让人厌烦的广告邮件包含哪些特征？
http://cdn2.hubspot.net/hub/53/file-23119373-png/blog/images/email-marketing-bad-ex.png
1.一看就是推销的标题
2.不允许用户回复
3.粗糙的美工设计
4.连动态标签都没检查就发送
5.夸夸其谈的忽悠语言
6.硬凑字数
7.使用windows office系列卡通图片:lol
8.图片不能正确显示
9.不提示用户应该如何回应
10.不允许用户立即退订 Spam Traps详解
There are two types of spam traps you should be aware of: pure spam traps, and recycled spam traps. Pure spam traps are the worst for your sender reputation, making it extremely difficult for you to deliver email to an inbox if you're caught sending to one. Why are they so bad? Because pure spam trap email addresses are set up with the sole purpose of identifying spammers. In other words, there's no conceivable reason any sender should have that email address ... unless they got it in a sketchy way, like harvesting lists or scraping websites. Bad news bears, indeed.BriteVerify reported that one of their clients with an excellent sender reputation, upon hitting a pure spam trap, saw their email deliverability plummet from 98% down to 25% overnight.
Recycled spam traps, on the other hand, could have been active email addresses at one point in time. That means they might have just gone dormant or inactive, and they've been taken over by the ISP after a period of inactivity. At this point, ISPs will deliver a hard bounce notification to email marketers so they know they're emailing an inactive account. It's at that point email marketers should remove the email address from their list. Some of them, however, don't -- that's when they feel the wrath of recycled spam traps. Because after a couple months, ISPs convert those email addresses into recycled spam traps and stop delivering hard bounce notifications to email senders. If you keep emailing that address, they'll mark it as a spam trap hit.
These hits aren't good by any means, but they're less harmful to your overall Sender Scoreand future ability to deliver email than a pure spam trap hit ... because at least it made sense that email address was on your list at some point. I mean, you're not doing a good job at email list hygiene, but they could have still opted in once upon a time.
怎样判断你的数据中有无spamtraps
Purchased an email list - The email addresses on a purchased list could be extremely old, increasing the likelihood they've since turned into recycled spam traps. Alternately, the email addresses could have been harvested, and thus could contain the dreaded pure spam traps.
Started emailing an extremely old portion of your list - "Hey! Remember these guys? We haven't emailed them in years!" Uh ... that might be for the best. If you start emailing people you haven't contacted in years, many of those email addresses could have gone dormant and morphed into a recycled spam trap. If you're looking to re-awaken old contacts, reference this blog post that teaches you how to do it without harming your Sender Score and email deliverability.
Been emailing unengaged subscribers - You can also run into trouble emailing relatively new email contacts. If they're not engaged with your email content, that is. Many email marketers run into spam trap trouble when they continue to email contacts that have opted in, but haven't actually engaged with any emails. Think about it ... you could opt in to a list today, abandon that email address a month from now, and that address could turn into ... that's right, a spam trap! That's why it's critical to always keep an eye out for email addresses that go dormant, whether old or new. That way, you'll be able to remove them from your active email list. And if any of those turn into spam traps, you'll be glad you did.
If you fall into any of these buckets and you're suspicious you might have hit a spam trip, consider your delivery and bounce rates. If 1) you're seeing delivery rates plummet, 2) you're not seeing high bounce rates, and 3) you're seeing low email engagement you might be suffering a spam trap hit. Makes sense, right? If you hit a spam trap, you're certainly not going to receive a bounce notification, and there's not much email getting through for people to actually engage with!
如何避开spam traps
Do not purchase email lists, do not harvest lists on your own, doremove hard bounces from your contacts database. You should also be sure to maintain a suppression list. That way, if you ever change email service providers, you don't find yourself accidentally emailing contacts you suppressed once upon a time.
These are the only surefire ways to prevent yourself from hitting spam traps -- good ol' white hat list generation and email marketing. If you already have spam traps on your list, you're in a more precarious situation; but there is recourse. Expensive, time-consuming recourse. You could try to re-confirm your entire email database. Asking people to re-confirm that they want to receive emails from you will likely result in a sharp decrease in the size of your database, but it will certainly help you ensure you're only left with the people who want to be on your list. It's a drastic measure, to be sure, but if you know you've generated your contacts in illicit ways in the past and are looking to change your ways, it's one way to ensure you're starting out with a clean slate. 本帖最后由 dfy 于 2013-4-5 22:03 编辑
增加订阅用户的N种方法
1.只发精品内容才能留住老用户，并让老用户帮你传播去吸引跟多人订阅。
2.用免费的电子资源换取用户的email。
3.建立一个论坛收集注册用户的email。
4.编写一个常用的网络软件，迫使使用者注册并留下email。
5.在印刷品上印上可以收集人们的email的二维码。
6.开展在线免费竞拍活动，收集参与者的email。
7.在你的qq空间或者fb主页上设置一个订阅接口。
8.在合作伙伴或者广告联盟的网站上收集访问者的email。
9.在线下的展览会上收集email，记得要先发一封确认信，确认订阅。
10.在你的邮件中增加社交分享或者邮件分享按钮，鼓励老用户向朋友分享邮件内容。
11.用adwords的landing page收集用户email。
12.细分你的邮件列表，为不同种类的用户创建单独的列表。
13.创建guest blogging时，在作者栏增加订阅入口。
14.用有价值的资源交换微博粉丝的email。
。。。。。 提高邮件打开率和点击率的N种方法
1.用不同的主题测试打开率。
2.邮件内容尽量精简。
3.增加社交分享选项。
4.细分你的邮件列表。
5.提供针对性的内容。
6.提供个性化的内容。（对用户了解的越多，这一项做的越好）
7.删掉多余的，容易引起混乱的内容，call to action不能太多。
8.call to action有一定的冲击力。
9.测试一下增加贴士的情况下点击率上升还是下降。
10.制造一种紧迫感。
11.邮件模板要能适应手机屏幕。 优化发送频率五部曲
1.做出假设，比如假设发送频率从一周一发增加到一周三发，点击率预计将增加35%。
2.选择一个适合做统计样本的细分邮件列表。
3.得出打开率，到达率，退订率，点击率等指标的基准数据。
4.单变量实验，仅仅按照假设改变发送频率。
5.统计并分析结果。 The acronym eCPM means ‘effective cost per mille’. It is the outcome of a calculation of the ad revenue generated by a banner or campagne, divided by the number of ad impressions of that banner or campaign expressed in units of 1,000. The ‘M’ for mille in the name comes from the Latin meaning 1,000. The formula to calculate eCPM is not all the complicated, once you realize the components that go into the computation.
Calculating eCPM for a CPM campaignWhen the campaign has a rate expressed in CPM (cost per mille), there is not a lot that needs to be done. The CPM rate is by definition identical to the eCPM value of that campaign.Calculating eCPM for a CPC campaignFor campaigns with a CPC rate, the calculation works like this:
[*]you will need to lookup the number of ad impressions over a given period of time
[*]you will also need to lookup the number of clicks on these ads over the same period of time
[*]and finally you will need to know the CPC rate for the campaign
Once you know this input data, the formula is:
[*]multiply the number of clicks by the CPC rate to come up with total revenue
[*]divide the number of impressions by 1,000, giving you the number of blocks of 1,000 impressions delivered
[*]divide the total revenue by the number of blocks of 1,000 impressions to come up with the eCPM value
Let’s use the following fictional numbers for an example:
[*]a campaign with a CPC pricing was displayed 2 million times in a period of 1 day
[*]in that same day, the ad server counted 5,000 clicks on the banners of the campaign
[*]the CPC rate for the campaign was set to US$ 0.50
We can now calculate the eCPM of this campaign with a CPC rate:
[*]total revenue was 5,000 clicks times $ 0.50 equals $ 2,500
[*]2 million impressions equals 2,000 blocks of 1,000 impressions
[*]the eCPM is $ 2,500 divided by 2,000, equals an eCPM of $ 1.25
In reality, you will probably never see nice round numbers like these, but if you use the formula explained above, it is simple to compute the eCPM value of a CPC campaign for any given time frame.Calculating eCPM for a CPA campaignFor campaigns with a CPA rate (cost per sale or cost per lead), the formula is rather similar:
[*]You will need to lookup the number of ad impressions over a given period of time
[*]you will also need to lookup the number of sales or leads (OpenX calls these ‘conversions’) over the same period of time
[*]and finally you will need to know the CPA rate for the campaign
Once you know this input data, the formula is:
[*]multiply the number of conversions by the CPA rate to come up with the total revenue
[*]divide the number of impressions by 1,000, giving you the number of blocks of 1,000 impressions delivered
[*]divide the total revenue by the number of blocks of 1,000 impressions to come up with the eCPM value
Let’s use the following fictional numbers as an example:
[*]a campaign with CPA pricing was displayed 2 million times in a period of 1 day
[*]in the same day, the ad server measured 100 sales related to the banners that were displayed and clicked
[*]the CPA rate for the campaign was set to $ 30 per sale
We can now calculate the eCPM of this campaign with a CPA rate:
[*]total revenue was 100 sales times $ 30 equals $ 3,000
[*]2 million impressions equals 2,000 blocks of 1,000 impressions
[*]the eCPM is $3,000 divided by 2,000, equals an eCPM of $ 1.50
Like in our previous example, it is highly unlikely that there are nice round numbers like this, but the formula is always the same.OpenX Source will automatically calculate the eCPM for youFortunately, you do not have to calculate the eCPM outcomes yourselves. In the statistics screens of your OpenX Source ad server system, you can enable an extra column that will show this value automatically at all times.Is there a difference between eCPM and eRPM?The terms eCPM and eRPM mean exactly the same, the only difference is the context they are used for.When a publishers discusses an advertising campaign with an advertiser, the advertiser thinks of the total amount on the invoice as a cost. Therefore the advertiser will think in terms of eCPM. For the publisher sending the invoice, the same amount is a source of income or revenue. Therefore, the publisher could think in terms of eRPM.But essentially they are talking about the same numbers. Since sales people usually try to talk the same language as their customers, publisher usually just talk about eCPM when they discuss things with their advertisers, and that’s why everyone in the ad industry started using eCPM as the main term.
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