Abstract(摘要)

英文原文:

   Getting your email into your targets’ inboxes can sometimes seem challenging. A number of different factors, including your content, your list quality, and the infrastructure between you, the sender, and your target recipient, can influence email delivery. This paper discusses these factors and provides many best practices and recommendations that will enhance the probability of your email reaching its target.

译文:

   把邮件发进收信人的收件箱有时是件复杂的事情。这涉及到很多方面的因素,包括邮件内容,邮件内容质量,还包括发送者和收信人之间的设定机制,都会影响到邮件发送。这篇文章主要讨论这些因素,并提供一些最佳实践的操作方式和建议,以提高把邮件发送到对方收件箱的几率。

Introduction(概述)

英文原文:

   You might send email for a variety of reasons, including enhancing an existing relationship with a customer, marketing new products and offers, educating a group of people sharing a common interest, or notifying customers of an event. Some examples include:

  • Newsletters (e.g., recipe of the month club digests)
  • Receipts (e.g., purchase confirmations)
  • Travel itineraries (e.g., airline tickets)
  • Account notifications (e.g., password resets)
  • Legal notices (e.g., changes in privacy policy)

   How you manage the electronic communication with your recipients through email can be called your email program.

   To run a successful email program, you must be aware of a few topics that can affect your delivery and ultimately your impact on email recipients. We’ll start by discussing the value attributed to your email by your recipients and the Internet Service Providers (ISPs) responsible for protecting their inboxes. Then we’ll explain what the emailing process looks like, who’s involved, and what their roles are. Finally, you’ll learn how to optimize value and drive it up based on some best practices we’ve compiled.

   By the time you finish reading this, you should have many of the tools you need to make your email program a success!

译文:

   发送邮件的原因很多,包括和客户加强沟通,最新的产品和报价,和一群人分享共同感兴趣的事情,或者提醒客户一些事情,比如下面的一些情况:

  • 一些组织的新闻摘要
  • 订单确认信息
  • 旅游计划,如飞机票信息
  • 帐户信息提醒,比如修改密码
  • 合法的提醒,比如一些隐私信息的更改

   怎样调用电子邮件程序和收信人通讯。

   使用好电子邮件程序,您必须要关注几个方面的因素,这些因素会影响程序的发送和最终是否能被收件人接收。 我们开始讨论收件人会设定哪些规则,邮件服务商(ISPs)会怎样保护它自己客户的邮箱,接着描述发送邮件的过程以及在这个过程中会涉及到哪些角色。最终您将学会怎样优化,并基于我们的推荐的操作规则进行发信。

   读完这篇文章以后,您一定可以使用好您的邮件程序成功的发送邮件。

How Email Gets Delivered(怎样把邮件发送给收件人)

英文原文:

   Have you ever thought about how and why email gets delivered? Deliverability refers to the likelihood that an email message you send will actually arrive at its intended destination. Emails don’t always make it to the intended recipient’s inbox. They can be delivered to the junk folder (sometimes referred to as the spam folder), rejected by the receiver’s email infrastructure (usually in the form of a bounce), or disappear altogether (for example, when the receiving system drops the message without informing the sender or recipient). Some ISPs have even created default folders based on user engagement to help recipients better organize their messages, and email will be delivered to these folders, rather than the inbox itself.

   As an email sender, you want as many messages as possible to be delivered to your recipients’ inboxes. The best way to improve delivery is to send high-quality email; that is, email that recipients find valuable. Email recipients only want your email if they can extract value from the message. That value can come in many forms, such as offers, order confirmations, sweepstakes notifications, or even social network communications. Value, of course, is a loaded word, since different things make email messages valuable to different people.

   Email quality equals value to the email recipient. Despite its subjectivity, ISPs try to predict email quality as accurately as possible using a variety of metrics to gauge whether a message is wanted (and thus valuable) or is not wanted (and thus considered spam). These metrics include various internal computations based on anti-spam technology and recipient inputs that ISPs attempt to quantify.

   You, as the sender, build trust with a receiver (whomever or whatever is behind the address you’re sending to) by sending high quality email over time. This trust is referred to in the industry as reputation. Receivers use metrics to assess the value of a sender’s email. These metrics are often combined into scores, and are typically referred to as a sender’s reputation.

译文:

   你以前曾经想过邮件是怎样发送的吗?发送率能力是指你能发送到目标收信人邮箱的实际到达率。邮件并不总是能发到对方收件箱的,比如有时会发到垃圾收件箱,也有可能被收信人设定的规则而拒收(反弹),或者完全消失(比如收信邮局扔掉了邮件,并不给发送方返回任何信息)。一些邮件服务商会创建和用户约定好的默认目录,邮件会转移到这个目录,并不会在收件箱。

   发信人总是想尽可能发送到对方收件箱,最好的改善方法就是发送高质量邮件,让收信人可以看到。收信人只想看到对他们有价值的内容。所谓有价值有很多形式,比如报价单,订单确认,奖励提醒,甚至社交网络沟通。价值,是一个主观性的词汇,因为在不同的情形下,邮件内容对不同的人价值不同。

邮件是否有价值取决于收件人,尽管这是非常主观性的,但是邮件服务商还是尽力通过测量一些指标来判断这封邮件是否是客户想收到的还是不想要的(垃圾邮件).这些计算指标包括通过各种反垃圾邮件程序的计算,还有收信人对邮件的处置方式的统计。

作为发信人,需要给收信人发送一段儿时间高质量邮件,才能建立信用度。信用度是指行业信用度。收信方会通过一些指标评估邮件的价值。 这些指标会得出一个分数,通常就是发信人的信用度。

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