Lessons from the good, the typical and the ugly

What can smart ESPs learn from my recent series The good, The typical and The ugly?

  1. Not every company that labels themselves legitimate email marketers actually implements good practices. Every example of an ugly ESP calls themselves legitimate marketers. In fact a fair number of spammers, those using botnets and breaking the law also describe themselves as legitimate email marketers. Al Ralsky, Chris Rizler, and Robert Soloway all presented themselves as legitimate. Legitimate email marketing is not something to claim, it’s something to do.
  2. Even typical ESPs do things that are not always good practices. These practices include allowing customers to spam, helping customers evade blocks and overtaxing ISP support desks.
  3. Good ESPs are outnumbered by typical ESPs and typical ESPs are outnumbered by ugly ESPs. The volume of mail sent by the good is vastly smaller than the volume of mail sent by anyone else. As I quipped a few days ago: 95% of email marketing gives the rest a bad name.

The typical and the ugly are going to see inbox placement become more of a challenge. Good delivery will become more and more reliant on sending mail recipients actually want, not just mail they don’t object to.


Your email address will not be published. Required fields are marked *

  • Ongoing Yahoo delays

    I've been hearing from folks over the last few days that they're seeing an uptick in deferrals from Yahoo! The deferrals are not uniform. ESPs report they're seeing some, but not all, customers affected. Other ESPs aren't seeing any changes. It's not just you. But it would be very worthwhile to dig into engagement and other stats. It's possible this is a new normal at Yahoo! and they're tightening filters to catch mail that doesn't fit their standards but was previously difficult to filter.No Comments

  • AOL starts using Sender Score Certification

    Good news for Sender Score Certified IPs. Return Path recently announced that AOL has joined the list of ISPs offering preferential treatment to certified IPs.  1 Comment

  • iCloud Service Disruption

    40% of iCloud users were affected this morning during a service disruption between 2:15AM and 9:30AM. Apple System StatusNo Comments