Your system; your rules

In the late 90s I was reasonably active in the anti-spam community and in trying to protect mailboxes. There were a couple catchphrases that developed as a bit of shorthand for discussions. One of them was “my server, my rules.” The underlying idea was that someone owned the different systems on the internet, and as owners of those systems they had the right to make usage rules for them. These rules can be about what system users can do (AUPs and terms of service) or what about what other people can do (web surfers or email senders).
I think this is still a decent guiding principle in “my network, my rules”. I do believe that network owners can choose what traffic and behavior they will allow on their network. But these days it’s a little different than it was when my dialup was actually a PPP shell account and seeing a URL on a television ad was a major surprise.
But ISPs are not what they once were. They are publicly owned, global companies with billion dollar market caps. The internet isn’t just the playground of college students and researchers, just about anyone in the US can get online – even if they don’t own a computer there is public internet access in many areas. Some of us have access to the internet in our pockets.
They still own the systems. They still make the rules. But the rules have to balance different constituencies including users and stockholders. Budgets are bigger, but there’s still a limited amount of money to go around. Decisions have to be made. These decisions translate into what traffic the ISP allows on the network. Those decisions are implemented by the employees. Sometimes they screw up. Sometimes they overstep. Sometimes they do the wrong thing. Implementation is hard and one of the things I really push with my clients. Make sure processes do what you think they do.
A long way of dancing around the idea that individual people can make policy decisions we disagree with on their networks, and third parties have no say in them. But those policy decisions need to be made in accordance with internal policies and processes. People can’t just randomly block things without consequences if they violate policies or block things that shouldn’t be blocked.
Ironically, today one of the major telcos managed to accidentally splash their 8xx number database. 8xx numbers are out all over the country while they search for backups to restore the database. This is business critical for thousands of companies, and is probably costing companies money right and left. Accidents can result in bigger problems than malice.
 

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January 2015 – The Month in Email

It’s February already! January went fast, right? At WttW, we are gearing up for MAAWG SF later this month — will we see you there?
We started the year with a set of predictions about email. Mostly we think email will continue to be great at some things and not-so-great at other things, and we’ll keep fighting the good fight to make it better.
As always, I’m interested in filters and how spammers continue to work around them to reach the inbox. I also wrote about how the language of an email impacts delivery, and wrote an expanded response to a comment suggesting email filters should be illegal. You can guess where I stand on that (and if you can’t, perhaps you might read more about how email is an inherently malicious traffic stream…)
I also took a moment to point out a trend I’m really enjoying, which is the rise of content marketing (a.k.a. giving customers useful and interesting information they can’t find elsewhere). As I said in the post, I’ll be curious to see how ROI plays out with this strategy.
We also talked about some of the less exciting content we see in email, notably the infamous Murkowski Statement, by which a spammer declares “Nope! Nothing to see over here!”
Steve also pointed out some content shenanigans in the form of hidden preview text, with some additional clarification from the original marketer in the comments.
In industry news, the big story was that Microsoft has partially implemented DMARC for Office365, and was the first to make a public statement about the specific ways they’ve chosen to implement. In my post, I did a walkthrough of a message to illustrate a bit about how this works, which might be useful if you’re trying to wrap your head around DMARC implementations.
We also talked about consolidation in the ESP space, and got a number of comments from readers about who they think might be next. Shortly thereafter, Listcast was acquired by MailerMailer.
Josh noted a few major shutdowns: Yahoo China email services and the AHBL list. The latter explores the challenges inherent in decommissioning a blacklist, and there’s a good discussion in the comments, so you might check it out if you missed that earlier this month.
Josh also pointed to the Salesforce State of Marketing report, which is always a useful set of metrics about how marketers are using email and other channels. It’s definitely worth a read.

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Mary Litynski Award winner Jayne Hitchcock

This morning the Messaging, Mobile and Malware Anti-Abuse Working Group announced the winner of the Mary Litynski Award.
Congratulations to Jayne Hitchcock of WHO@ for her work over the last 2 decades fighting online abuse and cyberstalking.
I’ve never actually met Jayne, but I do remember following her story in the late 90s. She started off trying to protect people from being scammed by Woodside Literary Agency. In return for her work to inform and protect people the principals of Woodside set out on a multi-year harassment campaign against her.
This was in the late 90s and the Internet was very new. There weren’t any laws. There weren’t really abuse desks. We had to protect each other. Law enforcement didn’t know what to do with problems. There weren’t any laws against harassment online. The word “cyberstalking” was created by a reporter when describing what was happening to Jayne.
Jayne has been a force for good online and she and her volunteers help people who are victims of abuse online and cyberstalking. She’s been instrumental in getting anti-cyberstalking laws passed and helping law enforcement understand why online abuse is an issue and that it should be addressed.

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4 things spammers do legitimate marketers don't

I’ve never met a spammer that claims to be a spammer. Most that I’ve met claim to be legitimate marketers (or high volume email deployers). But there are things spammers do that I never expect to see a legitimate marketer doing.
I’ve written about these things throughout the blog (tag: TWSD), but it’s probably time to actually pull them together into a single post.

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