Getting to the Bottom of a Deliverability Issue

After you have uncovered that you may have some bulking going on, you will need to get a rough understanding as to what the underlying causes might be before being able to put a corrective action in place.  Here are the some of the main things to look at:

IP / Sending Domain Reputations

Reputation of your sending IPs or sending domain’s play a huge part in the decisions behind many spam filtering.  Often impacted heavily by engagement, these filters tend to be the most common stumbling block with senders experiencing spam / bulking issues.  Separating your mail streams by subdomains and various IP pools will help you monitor and track variations in reputations between them.  This is also a great way to keep things like transactional mail for password resets or new account registrations isolated from possible bulking issues.

Example tools for looking up IP and Sending domain reputations include:  Senderscore.orgSenderbase.org

Message Construction / Headers

Ensure that the headers within your email are correct, incomplete or incorrect headers can cause red flags.  Additionally, incorrectly formatted multipart messages or content encoding issues will cause ISPs to give up on trying to deliver your mail to the end recipient.  Take your time to correctly format, style and encode your messages to best deliver your mail.

Example tools for testing message construction and headers: Litmus.comGetFractal.com

URLs within the email

The links / URLs within your email can also be the cause bulking.

Example tools for looking up URL reputation:  SURBL.comURIBL.com

Testing is key

While using some of the example sites that I have listed above may be a good place to start as an overview, these should not be taken as the absolute truth. Testing with known variations in which you know will go to the inbox may help you isolate those items with the most impact.  Often, you will see that you can get it down to just a single element that is causing the bulking.  Based on those results, you will have a good idea of what changes you will need to make to be back in the inbox!

Other areas you like to test?  You can reach me via email – mveilleux [at] dyn.com or Twitter.com/MikeVeilleux.

Mike Veilleux

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Dyn

Email Delivery at Dyn, persistent innovator, outdoor sports enthusiast

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  1. Getting to the Bottom of a #Deliverability Issue | Email deliverability | Scoop.it - September 12, 2012

    [...] After you have uncovered that you may have some bulking going on, you will need to get a rough understanding as to what the underlying causes might be before being able to put a corrective action in place.   Here are the some of the main things to look at: — IP / Sending Domain Reputations — Message Construction / Headers — URLs within the email — Testing is key  [...]

  2. Getting to the Bottom of a #Deliverability Issue | All Things Deliverability | Scoop.it - September 24, 2012

    [...] After you have uncovered that you may have some bulking going on, you will need to get a rough understanding as to what the underlying causes might be before being able to put a corrective action in place.   Here are the some of the main things to look at: — IP / Sending Domain Reputations — Message Construction / Headers — URLs within the email — Testing is key  [...]

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