Implementing Sub-domains Or How to Effectively Herd Outbound Email Travis Frazier June 1, 2007
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Implementing Sub-domainsOr How to Effectively Herd Outbound EmailTravis FrazierJune 1, 2007
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
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?
We are CNET Networks – All of Us Commerce Business Entertainme
ntCommunity
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 protected]• [email protected]
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
Message Your Subscribers
• Add to address book campaign the single most important thing you can do!
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
How long will it take to deploysub-domains?• It depends…
•On completing an inventory of email types
•On the existing infrastructure•On the success (or failure) of the
deployment
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
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
www.cnetnetworks.comCopyright © 2007 CNET Networks, All Rights Reserved.
Travis FrazierProject Manager – Outbound MediaCNET Networks502.992.8021mailto:[email protected]
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