For the above situation you may have the following code: smtp-source-host 11.222.33.444 queue-priority 70 bounce-after 4h max-msg-rate 10/min smtp-source-host 11.222.33.444 queue-priority 90 bounce-after 48h max-msg-rate 200/min Splitting the marketing emails across multiple VMTAs allows us to prioritize and configure delivery for each scenario. The marketing campaigns still go from one IP and notifications from another but we use the extra VMTAs to optimize the delivery based on our understanding of sender reputation delivery albeit behavioral data. Instead of just having two IPs for marketing and notification emails we define four VMTAs in PowerMTA. Here is an example to illustrate the concept: Instead of chasing a moving target and trying to optimise delivery for one or more email senders who send a variety of campaign and data types defining a range of scenario-based VMTAs customisation lets you flip this concept on its head and work a bit smarter. The sending optimization for these different data and campaign types will also be an average and sub-optimal. Sending the active, inactive, targeted and non-targeted email all from a single IP and a single VMTA will mean that the IP reputation will be based on an average of all the campaign and data types. A regular email sender will usually have mix of “good” data and bad data and send acquisition, retention, targeted and non-targeted campaigns.
Reputation-based delivery means that active and targeted data are easier to reach inbox delivery, than non-targeted and less-active data. You then monitor and optimise the delivery settings for that MTA based on the delivery and bounce information which is collected.
The data used in email campaigns, the sending patterns and the recipient responses for the sender or senders generate the IP’s reputation. Regardless of whether you use dedicated or shared IP addresses you typically assign a sender to an IP address using a VirtualMTA (VMTA). In Part II, we’ll take a look at some different ways to optimize PowerMTA to work with the challenges introduced by reputation-based delivery. In part I we looked at how email filtering using sender reputation has brought about a change in sending behavior necessitating admins to rethink email delivery best practices and configurations. In our previous post my friend Steve Henderson from Email Service Provider Communicator wrote an article exclusively for Port25 and PowerMTA users.