Gmail and the bulk folder

Earlier this week Gmail announced they were providing reasons for why they delivered a particular mail to the bulk folder. I’m sure a lot of senders are rejoicing over the clear feedback. After all this is exactly what they’ve been asking for “tell us why you’re filtering our mail and we’ll fix it.”
I am not sure, however, that this is going to help the majority of senders seeing mail going to the bulk folder. On the Gmail support pages, they list a number of the explanations they’re be providing.

  • Phishing scams
  • Messages from an unconfirmed sender
  • Messages you sent to Spam
  • Similarity to suspicious messages
  • Administrator-set policies

Similarity to suspicious messages is a polite way of saying “this mail looks like spam.” Gmail does provide a few more details for this classification.

Gmail uses automated spam detection systems to analyze patterns and predict what types of messages are fraudulent or potentially harmful. Here are just a few of the things our system considers when marking a message as spam:

  • Content that’s usually associated with spam such as mature content and “get rich quick” schemes
  • Messages that falsely appear to be a “bounced message” response (a system-generated email that you might automatically get after sending a message that can’t be delivered such as a message sent to an invalid email address)
  • Messages sent from accounts or IP addresses that have sent other spam messages
  • Behavior of other Gmail users, such as many people reporting spam from a particular sender
  • Similarity to other spam or phishing messages based on a combination of things like subject matter, elements like spelling and formatting, and suspicious attachments
  • A difference between your Gmail language preference and the language used in the message

Hopefully this will help senders diagnose the reasons for bulk foldering at Gmail. Given how tight their filters have gotten over the last 6 months, it’s certainly something more and more of us have to deal with.

Delivery challenges increasing
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Delivery challenges increasing

Return Path published their most recent Global Deliverability report this morning. (Get the Report) This shows that inbox placement of mail has decreased 6% in the second half of 2011. This decrease is the largest decrease Return Path has seen in their years of doing this report.
To be honest, I’m not surprised at the decrease. Filters are getting more sophisticated. This means they’re not relying on simply IP reputation for inbox delivery any longer. IP reputation gets mail through the SMTP transaction, but after that mail is subject to content filters. Those content filters are getting a lot better at sorting out “wanted” from “unwanted” mail.
I’m also hearing a lot of anecdotal reports that bulk folder placements at a couple large ISPs increased in the first quarter of 2012. This is after the RP study was finished, and tells me increased bulk folder placement is more likely to be a trend and not a blip.
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MAAWG is coming up and lots of us are working on documents, and presentations. One of the recent discussions is what kind of security recommendations, if any, should we be making. I posted a list of things including “Don’t browse the web with a machine running Windows.”
Another participant told me he thought my recommendation to not use a windows machine to browse the web was over the top and paranoid. It may be, but drive by malware attacks are increasing. Visiting big sites may not be enough to protect you, as hackers are compromising sites and installing malware to infect visitors to those sites. Some ad networks have also been used to spread malware.
Criminals have even figured out how to install malware on a machine from email, without the recipient having to click or open attachments.
Avoiding the internet from a machine running Windows is a security recommendation I don’t expect many people to follow, but I do not think security and anti-virus software is enough to protect people from all of the exploits out there.
Of course, there are a lot of reasons that one might be forced to use a particular browser or operating system. For instance, I was on the phone with my bank just today to ask if they supported Safari. They say they do, but there are some things that just don’t work. The customer service rep said that they recommend Internet Explorer to all their users. She then suggested I switch browsers. No thanks, I’ll deal with the broken website.
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I realize my recommendation to avoid browsing the web on a Windows based machine is more wishful thinking than practical. I also know that other browsers and operating systems will be targeted if enough people move away from currently vulnerable operating systems. And I know that a simple, offhand suggestion won’t fix the problem.
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There’s a concert promoter in London that’s been spamming me for years and years. Most of the time my spam filters take care of it and I never see their mail. Every once in a while, though, one of emails gets through and ends up in my inbox. Usually I move it to junk, curse at my filters for not getting it right and just go on with whatever I’m doing.
I suspect this is more common than not with most people. Those lucky enough to have a “this is spam” button can make the mail stop by clicking it. Others, like me, just have to delete it and move on.
Sometimes, though, I get to the point where I’ve had enough. I’ll send in a complaint to the sender or their provider.
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