Amazon(亚马逊)SES群发邮件服务最佳实践指南.docx

Amazon(亚马逊)SES群发邮件服务最佳实践指南_1-2更新日期(2014.7.16)前言此系列文章是翻译亚马逊提供英文版的SES最佳实践，方便大家更好的了解SES邮件服务，更好的使用亚云邮件营销软件。 原文名称:Amazon_Simple_Email_Service_Email_Sending_Best_Practices原文网址:/AWS_Amazon_SES_Best_Practices.pdfamazon_ses邮件服务最佳实践目录Abstract(摘要) 3Introduction(概述) 3How Email Gets Delivered(怎样把邮件发送给收件人) 3Email Flow(邮件发送流程) 4Email Receivers and Email Delivery(收件人和发送邮件) 4Internet Service Providers(互联网服务商) 4Corporate Systems(商业系统) 4Homegrown Systems(自建系统) 5Metrics That Define Your Success(邮件质量指标) 5Bounce Rate(邮件反弹率) 5Complaint Rate(用户投诉率) 5Content Issues(讨论邮件内容) 6Recommended Best Practices(推荐最佳操作方式) 6General Recommendations(一般性建议) 6Domain and “From” Address Considerations(关于域名和发信邮箱) 7Authentication(身份认证) 7Building and Maintaining Your List(创建和维护邮件列表) 7Compliance(合规问题) 8Avoiding Bounces(防止反弹) 8Handling Bounces(处理反弹) 9Avoiding Complaints(防止投诉) 9Handling Complaints(处理投诉) 9Creating Quality Content(创建优质邮件内容) 10Closing Thoughts(结束语) 10Amazon(亚马逊)SES群发邮件服务最佳实践指南-第三页更新日期(2014.7.17)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. Well start by discussing the value attributed to your email by your recipients and the Internet Service Providers (ISPs) responsible for protecting their inboxes. Then well explain what the emailing process looks like, whos involved, and what their roles are. Finally, youll learn how to optimize value and drive it up based on some best practices weve 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 dont always make it to the intended recipients inbox. They can be delivered to the junk folder (sometimes referred to as the spam folder), rejected by the receivers 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 youre 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 senders email. These metrics are often combined into scores, and are typically referred to as a senders 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。Amazon(亚马逊)SES群发邮件服务最佳实践指南-第四页更新日期(2014.7.17)Email Flow(邮件发送流程)英文原文: The diagram below depicts the entities involved in sending and receiving email.译文: 下面的图表描述了发送和接收邮件流程中涉及到的实体。Email Receivers and Email Delivery(收件人和发送邮件)英文原文: Email receivers decide whether your email gets delivered. They comprise the entire federation of network systems, software, and policies that manage email delivery. There are several different classes of email receivers, and you must know the class of receiver youre sending to in order to ensure that youre optimizing your email program for deliverability.译文: 邮件接收方决定邮件是否能发送到。他们组成网络、软件、政策联盟，来管理邮件发送行为。有几种类型的邮件接收方，你必须能了解他们是哪种类型的，然后有针对性地优化您的电子邮件发送能力。Internet Service Providers(互联网服务商)英文原文:An ISP (Internet Service Provider) usually hosts email services for subscribers. Typically, B2C (business to consumer) emails are sent to addresses hosted at ISPs. Sites like Yahoo!, Gmail, and Comcast fall under this category. These large providers make decisions across millions of mailboxes about whether your email is spam, and they base these decisions on many recipients feedback.Most often, this feedback comes in the form of a complaint when a recipient marks a message as spam in their email client but it can also include whether recipients are opening or clicking on your email. The amount of recipient feedback at an ISPs disposal for reputation calculations is usually vast, but ISPs tend to implement a “one size fits all” reputation system that they can easily roll out across all mailboxes.译文: ISP互联网服务商一般提供邮件服务，通常都是一些B2C的客户邮箱，例如Yahoo,Gmail,他们基于用户对邮件的反馈，来判断数以百万计的邮件是否是垃圾邮件。 一般情况下，ISP会记录用户的投诉(用户点这是一封垃圾邮件)，也会记录用户是否打开了这个邮件，通过统计用户这些行为，来计算和累积发送方的信用度。ISP一般倾向于使用一刀切的方式，根据信用度来判断邮件是否能发送进来。Corporate Systems(商业系统)英文原文:A corporate system usually refers to the independently-hosted email system used by employees, students, governmental agencies, or certain paid or non-profit associations. This system is commonly referred to as a B2B (business to business) system. A corporate system also can include the hosted email services that ISPs offer to run inbound email systems. Often the rules for spam prevention are set by the in-house Information Technology (IT) department, or the rules are defaults provided by the email-receiving Mail Transfer Agent (MTA) solution, like Microsoft Exchange.译文: 商业系统是指有自己独立的邮件系统，使用者为职员，学生，政府机构,非盈利组织等。这类系统通常为B2B类型。一些大企业系统内部也包含邮件系统。这类邮件系统的反垃圾邮件功能有的是靠企业内部IT技术，有的是靠一些成熟的MTA解决方案，比如Microsoft Exchange.Amazon(亚马逊)SES群发邮件服务最佳实践指南-第五页更新日期(2014.7.18)Homegrown Systems(自建系统)英文原文: If a mailbox isnt managed by an ISP or an IT department, chances are it is run in the cloud or on a personal server (e.g., sitting in someones garage). Dealing with a homegrown system involves dealing with a nonstandard set of rules that can be set up ad hoc by the servers owner. If you want your email to reach someone sitting behind their personal email server, you must comply with their specific definition of high quality email. All of the above classes of receivers employ several means of defense against unwanted email. Amazon Simple Email Service (Amazon SES) handles most of these defenses for senders at the infrastructure layer (e.g., email DNS setup, send rate, throttling, automatic retries, etc.). However, you still need to know which class of receiver youre sending to in order to best adhere to their email rules and get your messages into your recipients inboxes. The bottom line is that recipients rule! Anyone can send email, but email delivery into an inbox is a privilege reserved for those senders who know how to respect the recipient.译文: 如果一个邮箱不是被ISP或者一些技术部门管理,那这个邮件服务程序很可能是被运行在云端或者一些个人服务器上,这些邮件系统会执行一些非标准化的规则,这些规则很可能是某个人自己设立的.如果你想把邮件发送到这些个人邮件服务器上,你必须满足他们指定的高质量邮件要求. 上面所说的几种类型接收邮件的服务系统都有防垃圾邮件的措施,Amazon Ses的基础构架包含了绝大多数的优化措施(比如 邮件dns，发送速度，调节流量，自动重发等等). 尽管如此，您还是需要了解接收人邮箱所在邮件服务的类型，只有按这些邮件服务的规则进行优化，才能更好的发送到对方的收件箱。 发邮件的底线是接受方的规则，每个人都可以发邮件，但是要想把邮件发送到收件箱，只有那些懂得遵守收信方规则才能做好。Metrics That Define Your Success(邮件质量指标)英文原文: The following list of metrics is not meant to be exhaustive. It simply indicates areas where there could be problems with your email program. Dont be fooled into thinking that if you just manage the metrics in these problem areas that your delivery is guaranteed. Remember, you know your customers best.译文: 下面列出的指标，但是并不是所有指标，仅仅是在某个方面电子邮件程序可能会遇到的问题。不要自欺欺人的认为只要满足好这些指标就能发好邮件，记住，了解客户的需求才是最好的。Bounce Rate(邮件反弹率)英文原文:A bounce indicates the failed status of the attempted delivery, which is a useful piece of information that a receiver reports back to you.Receivers generate both hard bounces and soft bounces. Hard bounces are persistent delivery failures such as “mailbox does not exist,” whereas soft bounces are temporary sending failures such as “mailbox full.” Bounces can be either synchronous or asynchronous. If the bounces are synchronous, they are communicated while the email servers are talking to each other. Bounces are asynchronous if they are sent after the message is initially successfully accepted for delivery by the receiver. In Amazon SES, you wont see returned success responses (i.e., “250 OK”). Amazon SES handles soft bounces automatically by retrying with optimal settings for the domain youre sending to. Hard bounces that are generated either synchronously or asynchronously are passed back to you automatically. For more information, see Bounce and Complaint Notifications in the Amazon Simple Email Service Developer Guide.A high rate of hard bounces strongly indicates to email receivers that you dont know your recipients very well. Therefore, high hard-bounce rates can have a negative impact on your deliverability. You can find some suggestions about how to reduce hard bounces, below.译文:反弹是指发送失败的状态，是非常有用的返回信息报告。收信邮局会产生两种反弹，分别是硬反弹和软反弹。硬反弹是指持久的发送失败，比如邮箱地址不存在，反之，软反弹是临时发送失败，比如邮箱已满。反弹可能是同步也是可能是异步。如果反弹是同步的，在发邮件时，收信服务器会立刻返回相关失败信息。如果反弹是异步的，开始时收信服务器会返回已接受邮件消息，但是它不会返回成功的消息(如 250 ok).amazon ses 会自动处理软反弹，用最佳的方式进行重试发送。硬反弹也会是同步或者异步的自动返回消息。更详细的内容，请查看amazon ses 开发指南中的反弹和投诉提醒那一部分。非常高的硬反弹率意味着收信服务器认为你没有明确的邮件地址列表，而是在盲目乱发。因此，高硬反弹率对发送能力有非常负面的影响。在后面的文章中你可以得到一些怎样减少硬反弹的建议。Complaint Rate(用户投诉率)英文原文:When an email recipient marks a message as spam by clicking the “mark as spam” button in the web email client, the ISP records the event as a complaint. If there are too many of these complaint events, the ISP will probably decide that youre sending spam. Some ISPs allow senders to have more transparency into what their recipients are doing by providing feedback loops, in which the ISP tells the sender that a recipient has complained about a message. Amazon SES automatically forwards complaints from ISPs that offer feedback loops to you. For more information, see How Amazon SES Handles Email in the Amazon Simple Email Service Developer Guide.As you can imagine, too many complaints can result in poor deliverability. A high complaint rate strongly indicates to email receivers that youre sending email that recipients dont want. You can find some suggestions about how to reduce complaints, below.译文:当收件人在网页版邮件客户界面中，选中一个邮件，并点击这是一封垃圾邮件，这时邮件服务商会记录下这个事件，并且作为一次投诉。如果邮件服务商记录了很多次您的邮件被设为垃圾邮件，则邮件服务商很可能认为您在发送垃圾邮件。一些服务商只是通过用户反馈来进行判断。Amazon ses同样也会得到邮件服务商的反馈，来对您的发邮件行为进行评估。更多详细的内容请参见amazon ses 开发指南中amazon ses怎样处理邮件部分。和您设想的相同，大量的投诉会导致降低发送能力。高投诉率强烈指明，您正在发送客户不想收到的邮件。在下面的文章中您会看到怎样减少投诉的一些建议。amazon(亚马逊)ses群发邮件服务最佳实践指南-第六页更新日期(2014.7.18)Content Issues(讨论邮件内容)英文原文: The content of the email provides the communication or message. Email receivers have cracked down on malicious communication from spammers, such as phishing, malware and virus distribution, or scams, by implementing robust content filters. These content filters perform automated reviews of email content to look for unwanted email. Technically savvy users rely on open source content filters like the Apache Spam Assassin. Enterprises are more likely to rely on content filters like Googles Postini or Symantecs BrightMail. Amazon SES uses content filtering technologies to help detect and block messages containing viruses or malware before they can be sent. If the receivers content filter has determined that your content has spam-like characteristics, your content will likely get flagged and diverted from a recipients inbox. You can find some suggestions about how to avoid having your email content caught in filters, below.译文: 邮件内容是交流的基础。收信服务器一般都会有非常强壮的内容过滤系统，会过滤掉一些恶意内容，例如钓鱼邮件、木马或病毒邮件、或者欺诈邮件。内容过滤系统会自动评估邮件内容，丢弃不被认可的邮件。从技术角度来说，很多聪明的邮件系统会使用“Apache Spam Assassin”这类开源的内容过滤系统，一些企业级的邮件系统更倾向于使用谷歌的Postini或者塞门铁克的BrightMail产品。Amazon ses在发送邮件之前也会采用内容过滤系统，检查是否邮件内容中包含木马或者病毒，再决定是否真正发送。 如果收信服务器的内容过滤系统检测到您发的邮件内容中包含垃圾邮件特征，这样它就会对邮件做标记，并从收件箱中移出。在后面的文章中您会看到一些怎样减少被邮件内容过滤的建议。Recommended Best Practices(推荐最佳操作方式)英文原文: Even when you have your recipients best interests in mind, it can be tricky to fine-tune your program for optimal impact. Weve put together some pointers for you, so you can more easily do the right thing by your recipients and thus the ISPs.译文: 获得用户的最感兴趣和关注的内容，才是最好的优化方式。我们已经列出了几个重点，这样就能比较容易的引导收信人做正确的事情，从而影响到邮件服务商。General Recommendations(一般性建议)英文原文:Put yourself in the recipients shoes. Ask yourself, “Is this something that I would want in my inbox?” If you find yourself answering anything but a resounding “yes!” then you probably shouldnt send it.Be forewarned. Its unfortunate for the good guys, but some industries have a reputation for poor quality email practices. Its as simple as that. If youre in any of the following industries, you should watch your reputation metrics closely to immediately rectify any problems. Home mortgage Credit Pharmaceuticals Tobacco Alcohol Adult entertainment Gambling Work-from-home programs译文:站在收信人的角度问自己，你愿意收到这样内容的邮件吗？，如果不是非常肯定地回答“是”，那您最好还是别发这封邮件。提醒一下，一些行业具有发低质量邮件的惯例。如果您在以下行业，您会发现您的信用指标受到很大的影响。 房屋抵押贷款 信用贷款 药品 烟草 酒精饮料 成人娱乐 赌博 个人程序Amazon(亚马逊)SES群发邮件服务最佳实践指南-第七页更新日期(2014.7.19)Domain and “From” Address Considerations(关于域名和发信邮箱)英文原文: Think carefully about the addresses you send your email from. The “From” address will not only be visible to recipients in their email client (including in the preview pane), but will also collect reputation at some ISPs. This, along with the Subject line, will create the first impression a recipient will have of your email.Think carefully about the domain of the address(es) from which you send your email. There are two reasons for this: ISPs garner reputation across all email sent from a domain, regardless of how youve split up your mailings Recipients need to be able to recognize your domain. Dont collect an email address from a web form hosted at and then send an email from . You will lose recognition and drive recipients to the spam button this way If youre sending significant volumes of email, dont send email from an ISP-based email address such as . For example, if Yahoo! notices a significant volume of inbound messages coming from , that email will be treated differently than if it were coming from a proper outbound email-sending domain (i.e., a domain that you own). Include correct WHOIS information for your domain so that receivers can look up details about who owns your sending domain. Your domain registrar will provide instructions about how to set up your WHOIS record. Receivers trust more established and transparent domains that are fully listed with the Internet registry over domains that are not.译文: 要非常注意发信邮箱地址，不仅收信人可以看到，邮件服务商也会查看邮箱的信用度。邮件标题行会给收信人第一印象。 要非常注意邮箱地址所在的域名，这有两方面原因: 不论你怎样分割邮件列表用多个发信人发信，只要是同一个域名，收信邮局都会收集并评判信用度。 不要从网上注册很多邮箱，用不相关域名下的邮箱发信，这样收件人看到以后不会信任您的邮件，并且很容易让收件人点这是一封垃圾邮件。 如果你要发送重要的邮件，尽量不要使用网上免费的邮箱，比如你用给一个客户邮箱(yahoo邮箱)发送重要的邮件，客户标示为重要邮件，但是以后如果您从您的域名下的邮箱再发邮件，那yahoo会认为是不同来源的邮件。 在域名的WHOIS记录上添加上详细信息