Luminate Online Email Terms Of Use
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Sending an email successfully can be hit or miss – but understanding some fundamentals can bolster the success of your campaign by maximizing the chance that it gets to your supporters’ inbox. We at Blackbaud have compiled a brand new email terms of use document which should be a useful reference of best practices as you work your way through the email campaign process.
Here are some key takeaways on the fundamentals of email sending and deliverability.
1. Beware of Spam Traps:
a. Spam Traps: Internet Service Providers (ISPs) are constantly on the lookout for spam email, and are constantly working to block anything that they perceive as spam. There are two types of spam traps:
• Recycled Email Records reflect email records that were once active but have been decommissioned and then re-purposed to see what organizations continue to mail to it.
• Explicitly Created Email Records reflect email records created for the sole purpose of waiting for messages to be sent to it in order to identify poor and/or malicious senders.
b. Whitelists: These are lists of approved senders that ISPs maintain to recognize legitimate email senders when messages are sent in large quantities. To increase the likelihood that messages reach their recipients, Luminate’s Email Service maintains a whitelist status with all major ISPs so that its senders can bypass some (but not all) spam filters. Whitelisting allows your organization to send large quantities of email with a reduced risk that the ISP will block mailings that exceed the allowable thresholds.
2. Sender Reputation:
a. Sender Pools: This division of sites is to ensure that similar senders are grouped together, and those with the best spam ratings send from the same sender pool. Each pool has a single IP address, and the division helps maintain a consistent reputation for those IP addresses.
b. Suppressions: A positive sender reputation helps Luminate’s Email Service support high delivery rates. To maintain favorable reputations with ISPs, Blackbaud uses numerous suppression methods, which involve review and suppression of sends to email addresses that are blacklisted or addresses who have previously flagged messages as spam, for example.
3. Factors Impacting Deliverability:
a. Invalid Email Addresses, e.g. exhibited through Hard Bounces: ISPs monitor deliverability and base reputations against things like constantly sending to addresses that do not exist.
b. Spam Complaints: When a user receives an email message from an organization in their Inbox, and elects to mark it as spam, it is deemed as unwanted email and is exhibited through the spam complaint rating
c. High Opt-Outs: e.g. exhibited through email delivery reporting over time
We hope you find these fundamentals useful – there’s plenty more where that came from on our Email Deliverability website: https://bb-email-services.docs.blackbaud.com/
1. Beware of Spam Traps:
a. Spam Traps: Internet Service Providers (ISPs) are constantly on the lookout for spam email, and are constantly working to block anything that they perceive as spam. There are two types of spam traps:
• Recycled Email Records reflect email records that were once active but have been decommissioned and then re-purposed to see what organizations continue to mail to it.
• Explicitly Created Email Records reflect email records created for the sole purpose of waiting for messages to be sent to it in order to identify poor and/or malicious senders.
b. Whitelists: These are lists of approved senders that ISPs maintain to recognize legitimate email senders when messages are sent in large quantities. To increase the likelihood that messages reach their recipients, Luminate’s Email Service maintains a whitelist status with all major ISPs so that its senders can bypass some (but not all) spam filters. Whitelisting allows your organization to send large quantities of email with a reduced risk that the ISP will block mailings that exceed the allowable thresholds.
2. Sender Reputation:
a. Sender Pools: This division of sites is to ensure that similar senders are grouped together, and those with the best spam ratings send from the same sender pool. Each pool has a single IP address, and the division helps maintain a consistent reputation for those IP addresses.
b. Suppressions: A positive sender reputation helps Luminate’s Email Service support high delivery rates. To maintain favorable reputations with ISPs, Blackbaud uses numerous suppression methods, which involve review and suppression of sends to email addresses that are blacklisted or addresses who have previously flagged messages as spam, for example.
3. Factors Impacting Deliverability:
a. Invalid Email Addresses, e.g. exhibited through Hard Bounces: ISPs monitor deliverability and base reputations against things like constantly sending to addresses that do not exist.
b. Spam Complaints: When a user receives an email message from an organization in their Inbox, and elects to mark it as spam, it is deemed as unwanted email and is exhibited through the spam complaint rating
c. High Opt-Outs: e.g. exhibited through email delivery reporting over time
We hope you find these fundamentals useful – there’s plenty more where that came from on our Email Deliverability website: https://bb-email-services.docs.blackbaud.com/
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Blackbaud Luminate Online® Blog
12/10/2015 3:28pm EST
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