A decade of blogging

August 2017 marks 10 years of blogging. In that time we’ve written almost 2200 posts. We’ve had millions of visitors.

My first blog post was a bit of a cliche. The first real content on the blog was a post about the 7th circuit court of appeals ruling in the E360 v. Spamhaus lawsuit. I continued following that case for the next 4 years as various arguments, filings, and rulings were made.
A decade ago deliverability was very, very different. Many of the things we take for granted as best practices hadn’t been proposed much less standardized. There were a tiny number of FBLs. DKIM was still in development. CASL didn’t exist. There were no tabs in Gmail. Email clients didn’t have unsubscribe headers. Most senders didn’t use List-Unsubscribe headers. APWG didn’t exist. Goodmail and Habeas did exist. So many changes in a relatively short period of time.
Even more astonishing, though, is how the deliverability industry has grown. Many of us calling ourselves deliverability experts fell into the career accidentally. Now, there are deliverability engineers, compliance specialists, delivery consultants and a number of other position types. A few weeks ago, I was talking with some colleagues at an ESP, an their deliverability department includes engineers, data specialists and consultants.
While the number of people working deliverability has grown, we’re still a fairly tight knit community. Just yesterday we raised over $2000 in less than 24 hours for a colleague whose apartment was flooded in Houston. We’re very happy they’re safe and have temporary housing.
Here’s to watching deliverability grow for another 10 years.

Related Posts

Blackboxes and unknown effects

In my previous career I studied the effect of alcohol on developing embryos. It’s a bit weird I ended up in that field because embryological development always seemed to complex to me. And it was and is complicated. In a lot of ways, though, it was good training for deliverability. We dealt with a lot of processes that seem, on the surface, straightforward.
Fertilization happens, then you get a flat group of cells, those cells fold up into the neural tube, cells migrate around, things happen, limbs form, organs form and 21 days later you have a fluffy little chick.
The details in all those steps, though. They’re a bit more complicated, looking something like this:
There are lots of different things going on inside the embryo to take it from a single cell up to a complex multicellular being. Genes turn on, genes turn off at different times in development, often driven by overlapping concentration gradients. Genes turn each other and themselves on and off. It’s complex, though, and there are things that happen that we don’t quite understand and have to black box. “If I add this protein, or take this gene and that gene away… what happens?”
A lot of that is like what email reputation is these days. There isn’t one factor in reputation, there are hundreds or thousands. They interact with each other, sometimes turning up reputation, sometimes turning down reputation. We figure this out by poking at the black box and seeing what happens. Unlike development, though, delivery rules are not fixed. They are changing along the way.
It’s not simple to explain delivery and how all the moving parts interact with each other. We don’t always know that doing A will lead to X. Because A -> X is not a straight line and there are other things that impact that line. Those other things also impact A, X and each other.
Delivery is a tangled web. On the surface it seems simple, but when you start peeling back the layers you discover the jumble of factors that all interact with each other. It’s what makes this a challenging field for all of us.

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Conversations with spammers

It’s amazing how many spammers try and fool deliverability into accepting a questionable list. All too often they fall back on a story. The basic points: a company you’ve never heard of collected millions of email addresses on a website hosted on a low end VPS.

I’ve never heard of your company. We’re just that much better at marketing. This list is guaranteed 100% opt in. Subscribers are desperate to hear from us. The mail is vital and important. We had some problems at our last ESP, but that’s just because they don’t understand our business model. And we had a brief problem with complaints. But they weren’t real complaints. Our competitors are signing up for the list and complaining to hurt out business. It’s not a list problem, it’s that we’re so dominant they have to subvert us. That’s just because we’re that much better at their jobs than anyone else.
You’re looking for deliverability help. Well, yeah, sometimes Gmail delivery is bad, but that’s simply because we won’t pay Google money for advertising. Google is so afraid of us they deliberately filter all this spectacularly wanted email into the bulk folder. They have problems with us as a business. Oh, and we might, sometimes, occasionally have a minor problem with Yahoo. But, again, it’s because we threaten them and they don’t want to have to compete on a level playing field.
If they’re a potential customer, I tell them about our services and offer a proposal. Once some company I’ve never heard of tells me their bad delivery is because global companies are afraid of them, there’s really nothing I can do. They’re unlikely to listen to me explain reality to them.
Sometimes, though, this conversation happens because I’m consulting for an ESP or an Agency. They’ve brought me in to discuss deliverability with a customer or vendor. In those cases, it’s my job to keep going.
Your site doesn’t actually have a signup form. That’s because we’re in the middle of an upgrade cycle and had some problems with the back end. [Alternative: We stopped collecting new email addresses because of their deliverability problems and removed the form.] Your site has a signup form, and I signed up, but never got any mail from you. We disconnected the signup form while we handle our deliverability problems. [Alternative: That shouldn’t happen. We can forward you some messages instead.] I have received spam advertising your company. We had a rogue affiliate that we discovered was spamming and we cut them off.
No, this is direct from your IP space. Oh, well, you must have opted in and forgotten about it. [Alternative: We had a rogue sales guy, but we fired him for spamming.] Your company has only been in business for 3 years, this is an address I haven’t used since the ’90s. Oh, we probably bought a company that you opted into and so have permission that way.
That’s not really permission. Of course it is!
OK…. How can I help you. We want you to call Google / Yahoo / Hotmail and tell them we’re really a legitimate company that’s sending content and we shouldn’t be in the bulk folder.
What have you changed? Nothing! Why would we change anything? We’re great marketers. We have all these plans but need to get back to the inbox before we can implement them.
Um… there’s no filter setting for “laura says they’re a good sender.” They’re going to look for new sending patterns so let’s change a few things. Well, we recently removed 2/3 of our database, but it made no difference so we don’t know what else you think we can do.
Let’s talk about your technical setup.

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Friday blogging… or lack of it

It seems the last few Friday’s I’ve been lax on posting. Some of that is just by Friday I’m frantically trying to complete all my client deliverables before the weekend. The rest of it is by Friday I’m just tired. Today had the added complication of watching the Trumpcare debate and following how (and how soon) it would affect my company if it passed.
That’s been a bit distracting, along with the other stuff I posted about yesterday. I wish everyone a great weekend.

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