Horses, not zebras

I was first introduced to the maxim “When you hear hoofbeats, think horses not zebras” when I worked in my first molecular biology lab 20-some-odd years ago. I’m no longer a gene jockey, but I still find myself applying this to troubleshooting delivery problems for clients.
It’s not that I think all delivery problems are caused by “horses”, or that “zebras” never cause problems for email delivery. It’s more that there are some very common causes of delivery problems and it’s a more effective use of time to address those common problems before getting into the less common cases.
This was actually something that one of the mailbox provider reps said at M3AAWG in SF last month. They have no problem with personal escalations when there’s something unusual going on. But, the majority of issues can be handled through the standard channels.
What are the horses I look for with delivery problems.

  1. Technical issues. These are actually getting rarer as companies move to the designed-for-bulk MTAs like MessageSystems and Port25. But they’re still worth checking and can contribute to delivery problems. Luckily, technical issues are often the easiest to solve, and once they’re solved usually stay solved.
  2. Content issues. These are getting much more common as ISPs start looking at all the URLs and links in emails, including the landing pages.  Gmail, for instance, does almost all their filtering based on content rather than originating IP. This is not that difficult to solve, but can be harder to solve than technical issues.
  3. Address collection issues. Most delivery problems start at the point of address collection, and these can be challenging problems to solve. Not only do you have to solve the problem moving forward, you also have to decide what to do with the addresses you’ve previously collected. And the problems are only solved as long as someone knows why things are done the way they are.

 

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Yahoo retiring user IDs: why you shouldn't worry

A couple weeks ago, Yahoo announced that they were retiring abandoned user IDs. This has been causing quite a bit of concern among email marketers because they’re not sure how this is going to affect email delivery. This is a valid concern, but more recent information suggests that Yahoo! isn’t actually retiring abandoned email addresses.
You have to remember, there are Yahoo! userIDs that are unconnected to email addresses. People have been able to register all sorts of Yahoo! accounts without activating an associated email account: Flickr accounts, Yahoo groups accounts, Yahoo sports accounts, Yahoo news accounts, etc,. Last week, a Yahoo spokesperson told the press that only 7% of the inactive accounts had associated email addresses.
Turning that around, 93% of the accounts currently being deactivated and returned to the user pool have never accepted an email. Those addresses will have hard bounced every time a sender tried to send mail to that address.
What about the other 7%? The other 7% will have been inactive for at least a year. That’s a year’s worth of mail that had the opportunity to hard bounce with a 550 “user unknown.”
If you’re still concerned about recycled Yahoo userIDs then take action.

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This month in email: February 2014

After a few months of hiatus, I’m resurrecting the this month in email feature. So what did we talk about in February?
Industry News
There was quite a bit of industry news. M3AAWG was in mid-February and there were actually a few sessions we were allowed to blog about. Gmail announced their new pilot FBL program. Ladar Levinson gave the keynote talking about the Lavabit shutdown and his new darkmail program. Brian Krebs won the Mary Litynski award for his work in investigating online security issues. The 4 major mailbox providers talked about their spam filters and spam filtering philosophy.
February was also the month where different companies evaluated their success or failure of products. LinkedIn announced the shutdown of their Intro product and Facebook announced the shutdown of their Facebook.com email service.
Security Issues
Cloudmark published their 2013 report on the Global Spam Threat and we discovered that the massive Target breach started through phishing. I also noticed a serious uptick in the amount of phishing mails in my own mailbox. There is  new round of denial of service attacks using NTP amplification. We provided information on how to secure your NTP servers.
Address Collection
The Hip Hop group De La Soul released their entire catalog for free, online, using a confirmed opt-in email process. On the flip side, the M3AAWG hotel required anyone logging into the wifi network to give an email address and agree to receive marketing mail. We also discovered that some political mailing lists were being used in ways the politicians and recipients didn’t expect.
Email Practices
I talked about how to go about contacting an ISP that doesn’t have a postmaster page or a published method of contact. Much of that information is actually relevant for contacting ISPs that do have a contact method, too. Finally, I talked about how ISPs measure engagement and how that’s significantly different from how ESPs think it is.
 

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Setting expectations at the point of sale

In my consulting, I emphasize that senders must set recipient expectations correctly. Receiver sites spend a lot of time listening to their users and design filters to let wanted and expected mail through. Senders that treat recipients as partners in their success usually have much better email delivery than those senders that treat recipients as targets or marks.
Over the years I’ve heard just about every excuse as to why a particular client can’t set expectations well. One of the most common is that no one does it. My experience this weekend at a PetSmart indicates otherwise.
As I was checking out I showed my loyalty card to the cashier. He ran it through the machine and then started talking about the program.
Cashier: Did you give us your email address when you signed up for the program?
Me: I’m not sure, probably not. I get a lot of email already.
Cashier: Well, if you do give us an email address associated with the card every purchase will trigger coupons sent to your email address. These aren’t random, they’re based on your purchase. So if you purchase cat stuff we won’t send you coupons for horse supplies.
I have to admit, I was impressed. PetSmart has email address processes that I recommend to clients on a regular basis. No, they’re not a client so I can’t directly take credit. But whoever runs their email program knows recipients are an important part of email delivery. They’re investing time and training into making sure their floor staff communicate what the email address will be used for, what the emails will offer and how often they’ll arrive.
It’s certainly possible PetSmart has the occasional email delivery problem despite this, but I expect they’re as close to 100% inbox delivery as anyone else out there.

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