Commercial E-Mail - Using The Right Tools - Office 365 - Part 4#17

Page 1 of 17 | Commercial E-mail - Using the right tools - Office 365 - Part 4#17
COMMERCIAL E-MAIL USING THE

RIGHT TOOLS | OFFICE 365 | PART
4#17
The current article is dedicated to the subject of commercial

E-mail. At first glance, there is no clear relationship between
the subject of internal \ outbound spam and commercial Email but my arguments are:
1. Most of the time, the main reason for the phenomenon of
internal \ outbound spam is related to misuse of commercial Email. Lack of knowledge and awareness about the fact that in
case that we use a commercial E-mail, we should plan and
design our commercial E-mail and, pay attention too many
dont do rules etc.
Written by Eyal Doron | o365info.com
2. Office 365 and Exchange Online are not the optimal platforms
for using and managing commercial E-mail.
What is commercial E-mail?

The translation of commercial E-mail could be E-mail campaign,
Marketing E-mail, Newsletters, large mailing lists, Bulk mail and so
on.
Because the definition of commercial mail is more on the legal side,

I prefer to use quotation from the USA government FTC site:
Any electronic mail message the primary purpose of which is the
commercial advertisement or promotion of a commercial product or
service, including email that promotes content on commercial
websites. The law makes no exception for business-to-business
email. That means all email for example, a message to former
customers announcing a new product line must comply with the

law.
[Source of information: CAN-SPAM Act: A Compliance Guide for Business]
Beside of the definition of commercial E-mail, the article relate to the

rules and to the thing we should avoid when using commercial Email. The article includes a set of a guideline, that emphases the do
and the dont regarding the subject of commercial E-mail.
Here is a partial quotation from the USA government FTC site:
Dont use false or misleading header information. Your From, To,
Reply-To, and routing information including the originating
domain name and email address must be accurate and identify the
person or business who initiated the message.
Dont use deceptive subject lines. The subject line must accurately
reflect the content of the message.
Identify the message as an ad.
The law gives you a lot of leeway in how doing this, but you must
disclose clearly and conspicuously that your message is an
advertisement.
Tell recipients where youre located. Your message must include your
valid physical postal address.
This can be your current street address, a post office box youve
registered with the U.S. Postal Service, or a private mailbox youve
registered with a commercial mail receiving agency established
under Postal Service regulations.
[Source of information: CAN-SPAM Act: A Compliance Guide for Business]
Commercial E-mail as part of the business

process
Because commercial mail is a business need, we will need to
respect this business need, allocate the require resource,
implement the best practice and so on.
To be able to successfully using and managing commercial E-mail, we
will need to use a dedicated platform or a product that will help us to
manage all of the different aspects that relates to commercial E-mail.
There are many providers and platforms, which was created
especially for providing a suitable solution for the specific needs of a
commercial E-mail.
Im not pointing out a specific provider but, my personal opinion is
that: Office 365 and Exchange Online was not created for as a
solution for commercial E-mail.
Why do I think that Office 365\ Exchange

Online is unsuitable for the purpose of
commercial E-mail?
One of the most common miss conception among Office 365
customers is that Office 365 and Exchange Online can use as a tool
or infrastructure for commercial E-mail.
The source for this miss conception is that commercial E-mail (as
the name suggest) is implemented by using mail infrastructure and,
Exchange Online is mail infrastructure.
This assumption is true, but the main issue is that commercial E-mail
needs a very specific mail infrastructure and additional components
that are not included in a standard mail infrastructure such as
Exchange Online in our scenario.
Office 365 and Exchange Online was not created for fulfilling the
business requirements for a commercial E-mail.
The next quote, is from a Microsoft article which displays the
Exchange Online boundaries:
Exchange Online customers who need to send legitimate bulk
commercial email (for example, customer newsletters) should use
third-party providers that specialize in these services.
[Source of information: Exchange Online Limits]
In the following diagram, we can see a table which presents that

basic need of a commercial E-mail infrastructure.
Its very easy to notice that Office 365 and Exchange Online, are not
equipped with the right tools and capacities for serving as an
infrastructure for commercial E-mail.
1. Maximum number of mail items per day

One of the most basic requirements of a commercial E-mail
infrastructure is to be able to provide the ability to send bulk mail
to a large number of mail recipients.
Exchange Online include built-in limitation of maximum 10,000 mail
items per user per day.
In case that you need to send commercial E-mail to a larger number
of recipients, you want to be able to use Exchange Online.
2. Management dashboard monitor E-mail campaign results

One of the most basic requirements of E-mail campaign is the
ability to get information about the status and the progression of the
E-mail campaign. For example: how many E-mail was sent, how many
E-mail was opened(read) by the destination recipient, did the
recipient click on a link attached to the E-mail, etc.
Exchange Online doesnt include such abilities.
3. Management dashboard monitor problems, issues with the
mail distribution
The process of distributing the E-mail could be accompanied by
difficulties and problems such as a scenario in which the mail server
IP address or our domain is classified as spam, a classification of our
mail server is bulk mail server and so on.
Some of the dedicated commercial E-mail infrastructure, have
systems and tools that could monitor the E-mail campaign, Identify
and pre-alert about the possibility for problems or existing problems,
etc.

4. Check and verify the spam score.
One of the most important procedures that need to be implemented
before starting an E-mail campaign is: to make sure that our E-mail
content will not have any type of charter, which will lead to a
scenario in which our E-mail message could be identified as
spam\Junk mail.
The solution to this need, is implemented by tools that enable us to
evaluate the spam score of our E-mail message and enable us to preidentified area of problems that lead to high spam score.
Most of the commercial E-mail infrastructure has built-in tools for
this task. The bottom line: its very important to verify the spam score
of your E-mail campaign before you execute the E-mail campaign.
Note you can read more information about this procedure of

assess the spam score level in the article: My E-mail appears as
spam | The 7 major reasons | Part 5#17
5. Reports
The ability to display and export the information about E-mail
campaign results or, the ability to implement BI (business
intelligence) from the E-mail campaign results.
For example the ability to see that our E-mail campaign results
were good in a specific geographical location versus other
geographical locations.
6. Verify the E-mail appearance in different browsers, OS,

devices.
The need to test our E-mail message readability on different
infrastructures and devices.
For example avoid a scenario in which our E-mail message has
some presentation problem when using a browser such as chrome
or Internet Explorer.
Another example, could be a scenario in which our E-mail message
has a presentation problem when using a mobile device.
Is there any logic troubleshooting path to

implement in an Office 365 environment?
A detailed troubleshooting path in a scenario in which mail that is
sent from our organization is identified as spam\junk mail will be
provided in the articles:
My E-mail appears as spam Troubleshooting path | Part 11#17

My E-mail appears as spam Troubleshooting path | Part 12#17
In case that you want the essence of the troubleshooting process of

internal spam in Office 365 environment, the answer is:
In scenarios in which E-mail that sent from our organization is
identified as spam, most of the time, the major cause is: sending out
commercial E-mail or if we want to be more precise: miss-use of
commercial E-mail.
Many times, the implementation of a commercial E-mail is not

created by following the strict and well-known rules.
This conclusion is not a result of depth study about the: specific
causes which lead to a scenario in which our organization E-mail is
identified as spam\junk mail but instead, my personal opinion.
From my experience, in Office 365 and Exchange Online
environment, the main event that leads to a scenario in which our
organization (our domain name or the Exchange Online server IP
address) will appear on a blacklist is related to a commercial E-mail.
In simple words: an organization that uses commercial E-mail
(marketing E-mail, newsletter, etc.) and, violate one or more of the
dont do rules of commercial E-mail.
In case that you are sure that the specific scenario is not related to a
commercial E-mail, the next reasonable options are: some kind of
malware that use the identity of your organization to send
spam\junk mail or other reasons.
The other reasons section can include any other reasons that can
cause to the spam\junk mail problem.
Note you can read more information about the optional causes
for Internal \ outbound spam in the articles
My E-mail appears as spam | The 7 major reasons | Part 5#17

My E-mail appears as spam | The 7 major reasons | Part 6#17
My point: when we deal with a problem in which our organization is

classified as element to send spam\junk mail, dont start the
troubleshooting process by looking for the guilty outside of your
house (Microsoft, conspiracy theory, extraterrestrial, etc.) but
instead, thoroughly examined your organization E-mail behavior,
the type of the E-mail message that your users send, problematic
patterns and so on.
Internal \ outbound spam in Office 365

environment | Article series index
A quick reference for the article series
My E-mail appears as a spam | Article
series index | Part 0#17
The article index of the complete
article series
Introduction to the concept of internal \ outbound spam in general

and in Office 365 and Exchange Online environment
My E-mail appears as a spam
Introduction | Office 365 | Part 1#17
The psychological profile of the
phenomenon: My E-mail appears as
a spam!, possible factors for causing
our E-mail to appear a spam mail,
the definition of internal \ outbound
spam.
Internal spam in Office 365
Introduction | Part 2#17
Review in general the term: internal \
outbound spam, miss conceptions
that relate to this term, the risks that
are involved in this scenario,
outbound spam E-mail policy and

more.
Internal spam in Office 365
Introduction | Part 3#17
What are the possible reasons that
could cause to our mail to appear as
spam\junk mail, who or what are this
elements, that can decide that our
mail is a spam mail?, what are the
possible reactions of the destination
mail infrastructure that identify our Email as spam\junk mail?.
Commercial E-mail Using the right
tools | Office 365 | Part 4#17
What is commercial E-mail?
Commercial E-mail as part of the
business process. Why do I think that
Office 365\ Exchange Online is
unsuitable for the purpose of
commercial E-mail?
Introduction if the major causes for a scenario in which your

organization E-mail appears as spam
My E-mail appears as spam | The 7
major reasons | Part 5#17
Review three major reasons, that
could lead to a scenario, in which Email that is sent from our
organization identified as spam mail:
1. E-mail content, 2. Violation of the

SMTP standards, 3. Bulk\Mass mail
My E-mail appears as spam | The 7
major reasons | Part 6#17
Review three major reasons, that
could lead to a scenario, in which Email that is sent from our
organization identified as spam mail:
4. False positive, 5. User Desktop
malware, 6. Problematic Website
Introduction if the subject of SPF record in general and in Office
365 environment
What is SPF record good for? | Part
7#17
The purpose of the SPF record and the
relation to for our mail infrastructure.
How does the SPF record enable us to
prevent a scenario in which hostile
elements could send E-mail on our
behalf.
Implementing SPF record | Part 8#17
The technical side of the SPF record:
the structure of SPF record, the way
that we create SPF record, what is the
required syntax for the SPF record in
an Office 365 environment + mix mail
environment, how to verify the
existence of SPF record and so on.
Introduction if the subject of Exchange Online - High Risk Delivery

Pool
High Risk Delivery Pool and Exchange
Online | Part 9#17
How Office 365 (Exchange Online) is
handling a scenario of internal \
outbound spam by using the help of
the Exchange Online- High Risk
Delivery Pool.
High Risk Delivery Pool and Exchange
Online | Part 10#17
The second article about the subject
of Exchange Online- High Risk
Delivery Pool.
The troubleshooting path of internal \ outbound spam scenario

My E-mail appears as spam
Troubleshooting path | Part 11#17
Troubleshooting scenario of internal \
outbound spam in Office 365 and
Exchange Online environment.
Verifying if our domain name is
blacklisted, verifying if the problem is
related to E-mail content, verifying if
the problem is related to specific
organization user E-mail address,
moving the troubleshooting process
to the other side.
My E-mail appears as spam |

Troubleshooting Domain name and
E-mail content | Part 12#17 Verify if
our domain name appears as
blacklisted, verify if the problem
relates to a specific E-mail message
content, registering blacklist
monitoring services, activating the
option of Exchange Online outbound
spam.
Troubleshooting Mail server | Part
13#17
What is the meaning of: our mail
server?, Mail server IP, host name
and Exchange Online. One of our
users got an NDR which informs him,
that his mail server is blacklisted!,
How do we know that my mail server
is blacklisted?
14#17
The troubleshooting path logic. Get
the information from the E-mail
message that was identified as
spam\NDR. Forwarding a copy of the
NDR message or the message that
saved to the junk mail

15#17
Step B Get information about your
Exchange Online infrastructure, Step
C fetch the information about the
Exchange Online IP address, Step D
verify if the formal Exchange Online
IP address a
De-list your organization from a
blacklist | My E-mail appears as spam
| Part 16#17
Review the charters of a scenario in
which your organization appears as
blacklisted. The steps and the
operations that need to be
implemented for de-list your
organization from a blacklist.
Summery and recap of the troubleshooting and best practices in a
scenario of internal \ outbound spam
Dealing and avoiding internal spam |
Best practices | Part 17#17
Provide a short checklist for all the
steps and the operation that relates
to a scenario of internal \ outbound
spam.

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Page 1 of 17 | Commercial E-mail - Using the right tools - Office 365 - Part 4#17

COMMERCIAL E-MAIL USING THE

The current article is dedicated to the subject of commercial

What is commercial E-mail?

Because the definition of commercial mail is more on the legal side,

customers announcing a new product line must comply with the

Beside of the definition of commercial E-mail, the article relate to the

Written by Eyal Doron | o365info.com

Commercial E-mail as part of the business

Written by Eyal Doron | o365info.com

Why do I think that Office 365\ Exchange

In the following diagram, we can see a table which presents that

Written by Eyal Doron | o365info.com

1. Maximum number of mail items per day

Written by Eyal Doron | o365info.com

2. Management dashboard monitor E-mail campaign results

Exchange Online doesnt include such abilities.

Note you can read more information about this procedure of

Written by Eyal Doron | o365info.com

6. Verify the E-mail appearance in different browsers, OS,

Is there any logic troubleshooting path to

My E-mail appears as spam Troubleshooting path | Part 11#17

In case that you want the essence of the troubleshooting process of

Written by Eyal Doron | o365info.com

Many times, the implementation of a commercial E-mail is not

Written by Eyal Doron | o365info.com

My E-mail appears as spam | The 7 major reasons | Part 5#17

My point: when we deal with a problem in which our organization is

Written by Eyal Doron | o365info.com

Internal \ outbound spam in Office 365

Introduction to the concept of internal \ outbound spam in general

Written by Eyal Doron | o365info.com

outbound spam E-mail policy and

Introduction if the major causes for a scenario in which your

Written by Eyal Doron | o365info.com

1. E-mail content, 2. Violation of the

Written by Eyal Doron | o365info.com

Introduction if the subject of Exchange Online - High Risk Delivery

The troubleshooting path of internal \ outbound spam scenario

Written by Eyal Doron | o365info.com

My E-mail appears as spam |

Written by Eyal Doron | o365info.com

My E-mail appears as spam |

Written by Eyal Doron | o365info.com

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