Inbox Delivery Tools: DKIM, SPF, Deliverability Checker, Postmaster. Why and how to set up Gmail, Yahoo and AoL postmasters Signature


In 56% of cases, the letter does not end up in the coveted Inbox folder due to the low reputation of the sender. What to do? - Read the article and you will learn what affects the sender’s reputation and how to track it using the postmaster.

Sender reputation

The task of mail services is to deliver a message that is relevant to the addressee, and leave unwanted messages outside the inbox. To sort emails into folders or discourage suspicious mailings, email providers rely on the reputation or rating of the sender. This indicator is shaky, and positive or negative points are awarded from the sender’s first mailing.

Algorithms for calculating reputation levels differ for all email services. Individual formulas are not advertised and include dozens of indicators and values, each of which is assigned a certain weight.

What affects the sender's reputation?

Technical specifications

  • Reputation of the sending domain and IP address

The sending history is checked: how long and in what volumes letters are sent from the specified domain and IP address.

  • Key and DMARC protocol

These sender authentication methods indicate that the mailing infrastructure has been configured. They provide information about whether the domain has previously been used to send spam.

Qualitative indicators

  • Spam complaints
  • Non-existent users

These are addresses that have been deleted by the mail service or are no longer used by their owners. When you send a letter to non-existent users, you will receive a response. If you receive such an error message, remove the address from your mailing list so as not to risk the sender's reputation.

  • Spam traps

They are used by email services or specialized anti-spam services to identify spammers and block sending domains and IP addresses. Such addresses are specially created and then scattered throughout the network, where they can be parsed.

  • Presence of IP address in blacklists

You can check the health of your domain on the MXToolBox platform. The functionality of the email newsletter tool includes a comprehensive domain analysis, correct operation And correct settings SPF, DKIM and DMARC, presence of addresses in blacklists.

  • Number of opens and clicks

A high open and click rate is a sign that the content being sent is interesting to the recipient.

  • "This is not spam" tag

Such subscriber actions are perceived by the email provider as a positive signal - they want to read the newsletter.

  • Emails marked as spam
  • Forwarded emails

The recipient appreciates the received content and is ready to share it - such interaction has a positive effect on the sender’s rating.

  • Answered letters

This indicator most noticeably affects reputation in a positive direction.

Based on these metrics, a score is derived. It is expressed as a value from 0 to 100 or as a category from neutral to bad. The higher the rating, the more loyally the spam filter scans the incoming letter. If you are a sender with a trustworthy reputation, the spam filter will forgive you a few words written in capslock. But if your reputation is tarnished, even a mailing list compiled according to all the rules can be filtered into spam.

Where to check the sender rating

The rating has been determined, what next?

What is postmaster

This is a tool provided by email providers. Using Postmaster, you can check the deliverability of your mailing list, find out how recipients react to letters, get information about spam complaints, identify errors that have occurred, and track the reputation of the sending domain and IP address.

Postmasters of different mail services differ in their functionality. When choosing an email analyst, consider which service the majority of subscribers use, or use postmasters from different providers.

How to connect postmaster

Step 1. Register an account on the selected email service, otherwise you will not see the data.

Step 2. Specify the domain and confirm rights to it.

Step 3. Make sure that email authentication is configured correctly, because the postmaster takes information about the domain from SPF, DKIM and DMARC records.

Let's look at how postmasters, popular among the Russian segment of email users, work.

Postmaster Tools from Gmail

Analytics are displayed in the form of tables and graphs for a period of 7, 30, 60, 90 and 120 days. You choose the desired period of time, but until the system collects a sufficient amount of information about daily traffic, reports are not generated. Statistics are visible only to those who send more than 200 emails per day to Gmail mailboxes.

The following statistics are available in the service:

  • getting into spam, where the percentage of emails that users marked as spam is indicated. Only those messages that are signed with a DKIM key are taken into account;

  • IP address and domain reputation. These are two separate graphs. Reputation is calculated based on the sending history, the volume of emails sent and feedback from the recipient;

What is the reputation of an IP address:

Bad(red). A lot of spam is sent from the IP address.

Not very good(orange) . A significant amount of spam is sent from such an address.

Satisfactory(yellow). Emails from this IP address periodically ended up in spam.

  • feedback or Feedback Loop. First of all, set up the headers for FBL. You will see a graph with information on problematic identifiers;

  • authentication. The panel displays the percentage of emails out of all outgoing traffic, which have passed SPF, DKIM and DMARC checks;

  • encryption, where you can see what percentage of incoming and outgoing emails in relation to the total volume passed the TLS check;

  • delivery failures. Shows the percentage of rejected or undelivered messages;

Yandex Post Office

In Yandex Postmaster you can view statistics on separate domain, several domains or IP addresses and each letter. Email analytics data is displayed if you send more than 100 emails to mailboxes Yandex.

The results of the mailings are presented in the form of a table, where you can see the number of letters sent, the percentage of read and unread letters, deleted messages and those that ended up in the Spam folder. Most effective mailings highlighted green, and letters with a low score are shown in red.

Emails can be sorted by subject, sender, date, and mailing ID.

To call up detailed statistics on your newsletter, click on it and you will see a pie chart.

The outer ring of the circle shows the share of read and unread emails. The inner ring stores more than detailed information. Hover your cursor over the sector of the diagram you are interested in and you will see:

  • the number of read letters that remained in the inbox;
  • number of unread messages in the “Inbox” folder;
  • share of deleted emails;
  • percentage of emails that went to spam.

When you click on each sector of the chart, a separate graph will be displayed:

  • in the read emails sector you will see how many emails are in your inbox, deleted after reading and marked as spam after reading;
  • V unread messages there is data on what percentage of letters remain in the mailbox, are deleted before being read, and are marked as spam even before the letter is opened;
  • in the deleted messages sector you can see the number of deleted messages before reading and after viewing;
  • spam emails show the percentage of messages that Yandex spam defense did not miss, the number of emails that ended up outside the inbox due to personal filtering, and the portion of emails that went to spam before and after being read.

The Yandex Post Office gives users tips on how to improve mailing efficiency - you will find them on the detailed statistics page. Blocks with additional information are available in the same tab.

Click on the block you are interested in and get a graph:

  • average percentage of email views;
  • average time spent reading a letter;
  • average time from receiving a letter to reading it;
  • at what time of day subscribers read emails most often;
  • demographic data - gender, age, income of the audience and percentage how much the recipient is interested in the subject of the mailing.

Postmaster Mail.ru

In Mail.ru postmaster, analytical data on a domain can be viewed for a selected period - 1, 7 and 30 days. The information is divided into three tabs: statistics for certain period, graphs for one or more parameters and problems with letter delivery.

Statistics tab

  • Letters - the total number of letters sent to Mail.ru users.
  • Complaints - how many emails are marked as spam by recipients.
  • Reputation - the average percentage of spam complaints over the last 30 days.
  • Trend - change in the percentage of complaints over 7 days relative to this indicator over 30 days.
  • Read - the number of open messages.
  • Deleted reads - the number of messages that the recipient deleted after reading.
  • Deleted unread - the proportion of emails that went to the trash bin before they were opened.
  • Delivered - the percentage ratio between letters delivered to the “Inbox”, “Spam” folders and those that were not missed by Mail.ru servers.

Reputation - important indicator in this table. To prevent the domain from being blacklisted by the service, carefully monitor it. Depending on the number of emails sent, there is a peak complaint level that cannot be exceeded:

  • if you send less than 10,000 letters per month, the limit is 1.4%
  • less than 500,000 - 1.3%
  • less than 10,000,000 - 1.1%
  • less than 50,000,000 - 0.7%
  • more than 50,000,000 - 0.4%

Charts tab

It presents a chart with increasing and decreasing bars for the selected indicator.

Problems Tab

Technical problems with the domain are displayed, due to which statistics are not collected - lack of SPF, DKIM or DMARC, letters that were sent to non-existent addresses, and those that were marked “Spam” by users.

Section "Letters"

Shown here general Statistics by separate letters. Mailings of the same type are grouped and for each of them you can see the number of letters delivered to the inbox - green sector, ending up in spam - yellow sector and rejected by the server as spam - red sector.

Statistics are collected if the letter has a special header - X-Mailru-Msgtype. To group messages, enter a header value. Any combination is suitable Latin letters and numbers no longer than 32 characters.

Conclusion

  • carefully monitor the delivery of letters,
  • look at the interaction of subscribers with the newsletter and try to ensure that the level of complaints about spam does not exceed 0.2%,
  • track delivery errors,
  • Regularly clean your database of invalid addresses.

Hurry up, connect the postmaster and high ratings to you, sender! And to find out how to avoid getting into spam, watch this video and go to Youtube channel SendPulse, there is still a lot of useful stuff there.

2. add your domains to the necessary services!

  • Mail.ru has postmaster.mail.ru, I wrote about it back in the summer of 2013, it seems. But I didn’t pay attention to it as “a manual that everyone should have.”
  • Yandex.ru has the same service postmaster.yandex.ru.
  • Google - I couldn't find it. Probably not?

First of all, I want to say a few words about the services. IN mail service You can make avatars, but not in Yandex. You can register a mailbox for abuse in mail, but not in Yandex. When you add a domain to Yandex, it asks for settings and then these settings cannot be edited, keep this in mind. In Yandex, you can add letter templates, i.e. if the engine or billing sends out templates, these templates can be added to white sheets, but this cannot be done in mail.
That's all the differences for now.

This is what soap for abuse looks like. When someone clicks the “spam” button, the entire message along with the text of the letter will be sent to you to this soap.

It's configured here

Avtarki in mail.ru undergo manual moderation.


And you may be refused if this logo is not on the site, although if you google it, it’s clear what the meaning of the History of the Symbolism of the pictures of those projects is. If there is, even if the domain is stupid with just this one picture, it will be approved, such stupidity.

Analytics data is collected exactly where DKIM is available; if the signature on a certain project is disabled, then the statistics drop.



Now let's look at how these avatars work.
Important note.
Yandex mail - can accept avatars from the gravatar.com service :)
You need an account from wordpress.com, now you can put a bunch of authors and a bunch of emails into one account.

Since there are no avatar uploads on Yandex Postmaster, this is an ideal solution.



Yandex mail also shows the DKIM validity icon


Google can do it too.
But mail.ru can’t.

And here google mail does not perceive.


And if you consider that she does not have any postmasters, then the only way out- this is to create Google services on the domain, create there required account with such emails that are used for mailings. And upload an Avatar to your profile. If you need it, you can write to me, I have a lot of accounts with 2000 accounts, I can add your domains to myself as aliases, purely for creating an account with an avatar.

Mail.ru doesn't accept Gravatar either

But she is happy to accept avatars from domains that have been moderated by the Postmaster service.

So, let's summarize.

  • It seems to me that the best option for Yandex is to accept Gravatar.
  • And mail.ru has the best postmaster

You can make a useful newsletter with good text, beautiful design and high-quality layout, and then see that two and a half people read it (you are among them). And all because your letters ended up in spam and did not reach the final recipient. You must not only be able to make mailings, but also deliver them. This cannot be done effectively without high-quality analytics.

Postmasters is a tool for analytics of your mailing list, which all the most popular ones have mail providers: gmail, mail.ru, yandex, hotmail, yahoo, aol. They help you find out your spam rating, IP and domain reputation, delivery errors, and improve your mailing deliverability based on these indicators. Whatever postmasters we are talking about, for them to work, DKIM (Domain keys identified mails) and SPF (Sender Policy Framework) must be configured - these settings are needed to identify and authenticate the sender. Without these settings, postmasters will work, but not completely; mainly, the FeedBack Loop function, with which you can find out how a subscriber interacts with the letter, will not be available.

Almost every major mail service has its own postmasters. Each has its own, that is, after setting up the postmaster on mail.ru, it will not work on Yandex or Google. There you will need to configure your postmasters. They all differ in interface and slightly in functionality. Set up postmasters for the services you send to. significant amount letters.


Feedback loop - a function thanks to which we will receive a report on who clicked the spam button, and thanks to this we will be able to guess why (for example, looking at the history of his interaction with the mailing list). And this information can already be used to adjust the mailing list and reduce getting into spam. By default the feedback loop is disabled, it needs to be configured.

Delivery Errors Dashboard feature displays delivery errors. There are many reasons for these errors: bad reputation of the IP or domain; attachments that gmail does not support; spam content; DMARK check failed. And this is not the whole list. In the report you can see detailed information on each error; just click on it. Encryption Dashboard shows the ratio of the total number of letters to letters with TLS (Transport Layer Security) code. Messages with this protocol are protected from unauthorized access.

There are companies that send mailings to a database of foreign addresses. Your clients from New York have heard something about Yandex, but know nothing at all about mail.ru, but they themselves use mail from Yahoo. We will now consider this postmaster.

Yahoo

Go to Postmaster, click New Sender Application, fill out the form. We are now registered as a new sender. After that, click Feedback Loop Application and also fill out the form. This is how we apply to connect the Feedback Loop. After this we receive a mailbox [email protected](on your domain), where reports on the work of the mailing list will be sent to Yahoo mail. From them you will find out how many times your mailing was marked as spam. Separately worth noting feedback that this service provides. All communication takes place on English language, but users actually get questions answered. There is a forum where you can ask a question. The forum is live, it is quite possible to get an answer to your question.

AOL - American Online

AOL (American OnLine) has had its own since 2004 mail client. Today the company owns such brands as Moviefonet, Engadget, TechCrunch, MAKERS, and Stylelist. AOL has a postmaster, which we will look at. Here more features, and the menu is more friendly than in Yahoo.

The AOL postmaster has his own blog where he publishes last news and changes in the operation of the service.

We go to the postmaster, we see three menu items: popular links, tools and technical assistance, reference information.

In chapter popular Links Can:

  • view error codes;
  • add your IP list to White list(does not work if it is already blacklisted);
  • apply to connect FeedBack Loop;
  • create a bug report. There are several types of errors in the menu, which give a short description of them, and what needs to be done before writing about the problem. When you click create (error name) ticket opens convenient form to fill out information;
  • AOL mail servers. Changes to your mail servers are displayed here.

In chapter Tools & Technical help Can:

  • check IP reputation;
  • verify the IP connection. You should go through this verification if you are not sure whether your emails pass through firewalls and proxy servers or not.
  • Read the instructions for passing the Telnet test. It is needed to manually configure mailing via Telnet.

AOL's Postmaster interface is much more user friendly than Yahoo's. The service has existed since 2004 and has been actively developing since then. In 2012 they updated the design and recently added integration with Outlook Express. If you work with mailing lists in the Western market, we recommend setting up a postmaster from AOL.

All of these postmasters are largely similar in function or settings requirements, but some stand out from their competitors.

When Google launched its postmaster a year ago, it did not have full functionality as it does now. Much was added that same fall. Now we see that the yahoo postmaster is a bare FeedBack Loop - almost no one does this anymore. It is logical to expect changes in the functionality of this postmaster. If they are significant, we will definitely report about it on our blog.

Set up your postmasters and welcome to your inbox!

The topic this topic is dedicated to is specific by definition - mailings. However, we are sure that some hackers sometimes use this type of communication. How to make it effective for you and painless for the recipients is written below.

Users often consider mailings to which they once personally subscribed to be spam, but formally this is not entirely true. But, of course, mailbox owners have no time for terminological subtleties - and, as a rule, they call any unwanted letters spam.

The purpose of the Postmaster.mail.ru service, which this article is devoted to, is to help web projects control the flow of electronic correspondence going to users’ mailboxes.

Since publishing about the new service for senders of mass mailings, postmaster.mail.ru, we have received dozens of reviews and suggestions.

During this time, several thousand Internet projects joined the service (including very large ones - such as Groupon, for example). We take into account your wishes and will try to implement them all.

Over the past period, quite a lot of changes have occurred in the service:

  • The “Letters” section has appeared. In it you can see detailed statistics on different types letters.
  • In detailed statistics for a domain or for a specific letter, new counters have appeared (number open letters, the number of deleted open emails and the number of emails that were deleted unopened).
  • The interface has been partially redesigned.
  • The accuracy of statistics collection has increased.

Separate statistics by email type

In the new “Letters” section you can view detailed statistics for each type of letter. For example, you can view both statistics on user registration letters and, independently of this, statistics on password recovery letters.

To start using this new opportunity, you need to add a special header to each letter: X-Mailru-Msgtype. As a value, you can use an arbitrary set of English letters and numbers up to 32 characters long. The header value will be used to group messages of the same type.

New statistics

It is also now possible to view statistics on letters, open by users. This is unique information, since it is impossible to find out these numbers in any other way (and, as far as we know, no mail in the world yet gives senders the opportunity to find out such numbers). On the “Details” page for the selected domain or email you can see:
  • Number of open emails for the selected period (per this moment this is a simple counter of non-unique discoveries, i.e. If a user opens the same email 10 times in a day, then 10 will be added to the counter).
  • Number of deleted emails that were not opened. By this indicator you can judge how interesting the letters are to the audience.
  • Number of emails that were deleted after opening.

I would like to draw your attention to the fact that these statistics are collected for the current day, i.e. if you sent, for example, 100 letters yesterday, and not a single one today, then the statistics for today on openings and deletions will not be zero, because users do not read your letters instantly, but with some delay.

All this, we hope, will help mailing list senders analyze the flow of letters more carefully and adjust it for the better, focusing on user reaction.

Our immediate plans include the implementation of FBL technology (although this does not directly apply to the postmaster service), as well as a special API for accessing postmaster data.

We will be happy to read your feedback about working with postmaster.mail.ru in the comments or in a letter to [email protected].

Vasily Bespalov,
Head of Antispam Mail.Ru Mail.

No matter how comical it may sound, the most important thing in communicating with a client is that the communication takes place. The information noise is intensifying every day: we no longer notice banners on websites and advertising on the street, we scroll through SMS messages and cannot stand calls offering a new super promotion. But mail is a channel that we never stop using, whether we want it or not, looking through at least the subject lines of letters every day. Even the brightest headlines, thoughtful, memorable design and high-quality sales text will not bring you sales if the letters do not end up in your inbox.

Mail services such as Gmail, Mail.ru or Yandex carefully ensure that their customers receive fewer unwanted emails. How formidable spam filters work, and how send an email newsletter so as not to fall into their traps?
There are a number of factors due to which your messages may not reach the recipient:

  1. Use double confirmation(double-opt-in) upon subscription. This will allow you to collect a base of existing, accessible and interested subscribers. With this subscription method, if questions arise about the legitimacy of the newsletter, you can always easily provide evidence postal services ( general provisions of Mail.ru).
  2. Use mailvalidator.ru - paid service for check email addresses. With its help, you will clear the list of non-existent and duplicate addresses, as well as spam traps. The algorithm does not check 100%, and with corporate addresses It may not filter out everything, but there is nothing better for checking the database now.
  3. Confirm your rights to the domain ( ) and constantly use a postmaster to track your audience's response to your emails.

Setting up Postmaster Mail.ru

With the help of Postmaster Mail.ru, you can control the reach of letters to Mail.ru mailboxes (@mail.ru, @inbox.ru, @list.ru, @bk.ru), collect user complaints about the mailing list (FBL), and also monitor ESP platform through which the newsletter is sent.

Instructions for setting up Postmaster Mail.ru
1. Go to the Postmaster Mail.ru page( https://postmaster.mail.ru/ ) and log in using your email login and password on Mail.ru.



3. In the next step, you need to specify the domain name and click the “Add domain” button.


4. After adding a domain, you must confirm domain ownership. This can be done in three ways: place an HTML file, specify a Meta tag, or go through a DNS check.


5. In the best way confirmation of the right to manage a domain is a DNS check. To do this, you need to go to the “DNS check” tab and copy the value of the DNS record. The DNS record value must be placed in the domain DNS records using the interface of the hosting provider or domain name registrar.
After adding an entry in the hosting provider’s interface, you must return to the Postmaster Mail.ru page and click on the “Confirm” button.


6. After successful confirmation, the domain name will appear in the Postmaster Mail.ru interface.


7. After sending mailings, Postmater Mail.ru will display statistics on the number of letters sent and their status: “Delivered”, “Possibly spam”, “Definitely spam”.


Setting up Postmaster Tools by Gmail

Postmaster Tools by Gmail is a tool similar to Postmaster Mail.ru, but is responsible for monitoring the deliverability of letters to Gmail.com (@gmail.com or @googlemail.com).

Instructions for setting up Postmaster Tools by Gmail

  1. Go to the Postmaster Mail.ru page ( https://gmail.com/postmaster/ ) and log in using your email login and password on Gmail.com.


3. In the form that appears, you must provide a link to your domain and click the “Next” button.


4. At this step, you need to confirm domain ownership rights. To do this, you need to copy the DNS record value. The DNS record value must be placed in the domain DNS records using the interface of the hosting provider or domain name registrar.
After adding an entry in the hosting provider’s interface, you must return to the Postmaster Tools by Gmail page and click on the “Confirm” button.


5. After successfully confirming the rights to the domain, it will appear in the Postmaster Tools by Gmail interface with the status “Confirmed”.


6. After connecting Postmaster Tools by Gmail to the domain, you can track: the share of spam hits, IP reputation, domain reputation, etc.


Setting up "Yandex Post Office"

“Yandex Post Office” is an email marketing tool that monitors the effectiveness of mailings sent to Yandex mailboxes (@yandex.ru, @ya.ru, @narod.ru, etc.).

Instructions for setting up Yandex Post Office

1. Go to the “Yandex Post Office” page ( postmaster.yandex.ru ) and log in using your Yandex email username and password or using account in social networks.

2. In the form that appears, you must provide a link to your domain and click the “Add” button.


3. After adding, you must confirm domain ownership rights. To do this, you need to create “ Text Document"(notepad) and copy the proposed code "by Yandex Post Office" into it (second line). Next you need to save text file with a name suggested by “Yandex Post Office” (first line). When saving the file, make sure the extension is html file, not txt. Afterwards, the file must be uploaded to the root directory of the site via an FTP client.


4. After successful confirmation, the domain name will appear in the “My Domains” section of the “Post Office” interface.


5. In order to find out the statistics on the delivery rate of letters to Yandex mailboxes, you need to click on the domain name. And to get more detailed report, you must click on the subject of the letter.


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