Inbox Presentation Sub Domains
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The document discusses implementing sub-domains to organize outbound email from multiple brands under a single domain. It recommends convincing business owners of the benefits, identifying the owners of each email type, and giving them input. Metrics for success include changes in deliverability rates for each brand and preventing blocks from affecting the whole network. The process may take time to complete an email type inventory and infrastructure changes.
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Inbox Presentation Sub Domains
- 1. Implementing Sub-domains Or How to Effectively Herd Outbound Email Travis Frazier June 1, 2007
- 2. What are sub-domains? Sub-domains represent a method to unify multiple brands under a single sending umbrella www.online.com cnet.online.com download.online.com They insulate business groups from marketing tactics by another business which may be harmful to deliverability
- 3. Romancing the Business Convince business owners this is a good thing Define email types and the scope of the project will follow Identify the business owner for each type of mail It just may be you Empower the business owner Allow them input into the project such as determining the mail’s from name Set definitive expectations Risks and dependencies: If we change the name, will the user still open it?
- 4. We are CNET Networks – All of Us Community Entertainment Business Commerce
- 5. To Each Their Own Sub-Domain Should TechRepublic.com’s newsletters about Windows Vista have the same from or reply-to address as Chow.com’s Recipe of the Day? Separate domains for different types of mail or for mail from different brands [email_address] [email_address]
- 6. To Each Their Own Sub-Domain If a transactional message is treated the same as a marketing message by the receiving mail server, is that a good thing? Maintain a single domain with sub-domains and provide each sub-domain a distinct IP address range Marketing mail should not share the same IP address as transactional mail
- 7. Message Your Subscribers Add to address book campaign the single most important thing you can do!
- 8. Message ISPs Email, call, advise (warn) ISPs who comprise a large percentage of the subscriber base about the impending change Provide ISPs with the new IP addresses ASAP
- 9. How long will it take to deploy sub-domains? It depends… On completing an inventory of email types On the existing infrastructure On the success (or failure) of the deployment
- 10. Metrics for Success Changes in deliverability rates Up? Down? No change? Is that good? CNET’s deliverability rates improved across all brands and business units CNET has maintained high deliverability rates post sub-domain implementation CNET has experienced a block on email for a specific business unit where sub-domains prevented the block from being network wide
- 11. Wrap It Up and Put a Bow On It Sub-domains benefit brands by providing insulation between business units while maintaining the same overarching brand Implementation will take as long as it takes you to determine what types of email you send Success does not hinge on improved deliverability alone
- 12. www.cnetnetworks.com Copyright © 2007 CNET Networks, All Rights Reserved. Travis Frazier Project Manager – Outbound Media CNET Networks 502.992.8021 mailto:[email protected]