Email is store and forward

Many of us are so used to email appearing instantaneous, we forget that the underlying protocol was never designed for instant messaging. When the SMTP protocol was originally proposed it was designed to support servers that may have had intermittent connectivity. The protocol allowed for email to be spooled to disk and then sent when resources were available. In fact, almost everyone who was around more than 10 years ago knows of a case where an email took weeks, months or even years to deliver.
These days we’re spoiled. We expect the email we send to friends and relatives to show up in their mailbox within moments of sending it. We expect that sales receipt or e-ticket to show up in our mailbox within instants of a purchase. We expect that our ISPs will get us email immediately, if not sooner.
But there are a lot of things that can slow down email delivery. At several points in the process an email may be spooled to disk. It stays on the spool until the next part of the delivery process can happen. Other points of slowdown include the various anti-spam, anti-virus and anti-phishing protections that ISPs must implement. Then add in the extreme volume of email (around 10 billion messages a day) and all of a sudden email delivery is slower than many senders and recipients expect it to be. This delay is not ideal, but the system is designed so that mail is not silently discarded.
While individual emails may be delayed, most users will rarely see that delay in the email that they send. Bulk senders, who may be sending thousands or hundreds of thousands of emails a day, may see more delays in a single send than the average user sees in years of sending one-to-one email.
Email is store and forward, not instant. Sometimes that means there is a delay in getting email into the recipients inbox. And, sometimes there isn’t anything anyone can do to speed up delivery, except to adjust expectations of how email works.

Related Posts

Overheard at the airport

Sitting at the gate, waiting for boarding I overhear a conversation. A woman is texting on her blackberry and saying to her traveling partner, “You know that universal sign for ‘not’? He thinks that is why mail is ending up in the junk folder. And if we add it to our mail then it will get delivered.”
This is one of the strangest theories of email delivery I have heard in a long time.

Read More

We want your mail to succeed

One thing I hear from a lot of delivery folks, both consultants and those who work at the ESPs, is that their customers and clients fight back whenever they say no. A client or a customer proposes this great idea that involves sending irrelevant email to uninterested people. Then, with bated breath, they ask their delivery consultant to agree it is a brilliant idea. Most of the time, their great idea is actually a bad idea. Those of us who have been around a while can even and provide examples and experiences that back up that it is a bad idea.
The result is similar, when told their idea will hurt their delivery they fight tooth and nail. On good days they will argue and decide to listen. On bad days they go off and do what they were warned not to do.
It can be horribly frustrating for all of us in the delivery field. We actually want customers’ mail to succeed. We tell customers no, not because we want to ruin their day or their business or their ideas, but because we want to help their business. Our job is to make their email work, and sometimes that means saying no.
Next time your delivery consultant, or your ESP delivery expert, tells you that an idea may cause delivery problems, give them some credit for their experience and expertise. We really do have your best interests at heart and really do want your email to succeed.

Read More

What is an email address? (part one)

Given we deal with email addresses every day, dozens or thousands or millions of them, it seems a bit strange to ask what an email address is – but given some of the problems people have with the grubbier corners of address syntax it’s actually an interesting question.
There are two real standards that define what is a valid email address and what isn’t. The most complex is RFC 5322 – Internet Message Format, which describes all sorts of things about the structure of an email, including what’s valid to put in From: and To: headers. It’s really too liberal in what it allows an email address to look like to be terribly useful, but it does provide for one very commonly used feature – the friendly from where the name that’s displayed to the recipient is not just the email address.

Read More