ActionMessageActionMessagehttp://www.ActionMessage.comJames Briggs, Presidentjames@ActionMessage.com+1 408 242 3817

Email Marketing and Globalization at ActionMessage Email Marketing

IMUG Presentation2004-04-15

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James Briggs

"James Briggs is a former software internationalization developer for Netscape/AOL and eBay Payments, and currently works for ActionMessage Email Marketing in San Jose. He is also active in the Open Source community and has contributed to such projects such as Perl ICU Wrappers, Open Webmail, winecalc, and the Perl CPAN source code archive. Previously he has lectured at Unicode Conferences and the O'Reilly Open Source Conference."

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ActionMessage

"ActionMessage is a provider of sophisticated, internationalized web-based ASP and appliance-based email marketing software. The company is located in San Jose, California (Silicon Valley) and was founded by former Netscape and eBay staff."

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FlowExpress (sister company of ActionMessage)

"FlowExpress sells internationalized, web-based software for marketing communications and design departments to track and manage project requests from users. The software can be installed on your intranet or rented monthly over the Internet as an ASP service. The company is located in San Jose, California (Silicon Valley) and was founded by former Netscape and eBay staff."

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Term covers all aspects of list mgmt and brokering, and campaign delivery and reporting

Why outsource? Lack of resources (staff, bandwidth, capital) Risk avoidance - let the experts do it Performance Customer Relationship Management integration Marketing / IT organizational barriers Exchange Server can fallover Centralized database and reporting whitelisting/blacklisting issues.

Email Marketing

Single code base (app does not have any locale preference)

UI supports 8 languages (en, es, fr, id, ja, nl, zh-cn, zh-tw). de will be added next.

Can send in 25 character sets covering 100+ languages. Email is still about legacy encodings, not Unicode. Japanese is about ISO-2022-JP, even mobile.

Since system combines web and email components, both need to be equally i18n, including strings, headers, encodings and date scheduling.

System is in use 7x24, equally spread across North America, Europe, Asian and Japan.

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ActionMessage I18n - Technical Overview

USA - ubiquitous and advanced, often primary promo tool Europe - on par with USA, more sensitive to privacy Japan - a year behind USA China - nascent, prefer English UI in Hong Kong Mexico - prefer English UI India - primarily concerned about list privacy

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Email Marketing Adoption by Region

USA - comfortable with email and phone support, generally end-users are too busy for face-to-face meetings.

Europe - strongly prefer initial meeting if possible Japan - need local office or rep Asia - personal contacts are good, but anything goe

s

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Business Culture by Region

USA CAN-SPAM does not apply to normal business relationship such as warrantie

s, billing, superseded state law email must have contact info, descriptive subject line, reply addre

ss valid for 30 days, useful From line, unsub link, honor removes in 10 days, UCE must be labelled ADV: in subject line, no spiders

EU law passed in 2002, took effect in 2003 lists must be opt-in and notification provided for cookies each member country interprets law differently

Japan law passed in July 2002 requires UCE notification and how to unsub stiff penalties: 2 years in prison, 300 million fine

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Anti-Spam Laws by Region

Embed copyrighted haiku in your email header indicates you are a Habeas licensee Habeas can revoke your license over complaints default SpamAssassin gives it a small advantage if

found

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$headers{'X-Habeas-SWE-1'} = 'winter into spring';$headers{'X-Habeas-SWE-2'} = 'brightly anticipated';$headers{'X-Habeas-SWE-3'} = 'like Habeas SWE (tm)';$headers{'X-Habeas-SWE-4'} = 'Copyright 2002 Habeas (tm)';$headers{'X-Habeas-SWE-5'} = 'Sender Warranted Email (SWE) (tm). The sender of this';$headers{'X-Habeas-SWE-6'} = 'email in exchange for a license for this Habeas';$headers{'X-Habeas-SWE-7'} = 'warrant mark warrants that this is a Habeas Compliant';$headers{'X-Habeas-SWE-8'} = 'Message (HCM) and not spam. Please report use of this';$headers{'X-Habeas-SWE-9'} = 'mark in spam to <http://www.habeas.com/report/>.’;

Habeas Headers

The connection request arrives in a packet with an IP address indicating the point of origin.

The server queries name service on the net to find out what host name is associated with that IP address.

The server then queries name service to find out what IP address is associated with that host-name.

If this last request fails to find an IP address, or finds one that doesn't match the original, the request for service is rejected

Traditional but weak authentication on envelope sender.

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MTA IP Address Reverse Lookup

IETF Sender Policy Framework (SPF), to verify SMTP MAIL FROM (not From:)

Yahoo Domainkeys Microsoft Caller I.D. IronPort (SpamCop) Trusted Senderbase

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Sender Authentication Proposals

helps prevent "Joe Jobs" - in 1997 a disgruntled ex-user faked messages "from" Joe Doll

protects corporate brand identity anti-fraud measure to limit “phishers” still need spam filtering Internet is open, be nice to continue that tradition authentication is nice, but lets keep it simple and not

computionally expensive

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Reasons for Sender Authentication

vanitydomain.com IN TXT "v=spf1 mx -all” hotmail.com IN TXT "v=spf1 ptr -all” pobox.com IN TXT "v=spf1 a mx ?all"

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IETF Sender Policy Framework (SPF) Sample Zone

Silicon Valley Perl Mongers (co-founder and organizer)

IMUG sf.pm.org Silicon Valley Linux Users Group also BayLISA, SVBUG

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Community - User Groups

Large Contributions Open Webmail (Japanese feature design, testing, ja translation with IA, id translation update) Perl, i18n and Unicode FAQ, CPAN Wine (winecalc) Perl Wrappers for ICU - programming, testing, documentation (Brian Stell is the architect and

main programmer) Small Contributions

MySQL (Installer, i18n review, testing) Request Tracker (RT) (Japanese translation with Interactive Artists LLC, code review) XDialog (nl, ja, id translations) SMTPauthpop NG (new version) Graph3D.pm Pie (patch) Linux High Availability (testing of channel bonding and NIC failover) various HTML Editors (Japanese translations) PageKit Perl app server - i18n review DMOZ (Netscape Open Directory Project) i18n review

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Community - Open Source Contributions

質問がありましたらご連絡くだ質問がありましたらご連絡くださいさい

アクションメッセージはいつでもお答えします！http://www.ActionMessage.com

連絡先 James Briggs,

E メール： james@ActionMessage.com

電話： +1 408 242 3817

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