Everyone ready for Black Friday and Cyber Monday campaigns? I know many retailers are already mailing, my inbox is exploding with offers. For me, this is often a quiet time of the year. As a strategist, most of my worked happened months ago. Now, it’s time for execution.
I wish everyone a successful week of mailing.
May your deliverability be high.
May your subject lines be correct.
May your personalization work.
May your strategy rock.
August was a busy month for both Word to the Wise and the larger world of email infrastructure.
A significant subscription attack targeted .gov addresses, ESPs and over a hundred other industry targets. I wrote about it as it began, and Spamhaus chief executive Steve Linford weighed in in our comments thread. As it continued, we worked with M3AAWG and other industry leaders to share data and coordinate efforts to help senders recover from the attack.
In the aftermath, we wrote several posts about abuse, blocklists, how the industry handles these attacks currently, and how we might address these issues going forward. And obviously this has been on my mind before this attack — I posted about ongoing problems with internet security, how open subscription forms contribute to the problem, and other ways that companies inadvertently support phishing operations.
I posted about the history of email, and recounted some of my earliest experiences, when I had a .bitnet and a .gov address. Did you use email before SMTP? Before email clients? I’d be curious to hear your stories.
Speaking of email clients, I did two posts about how mail gets displayed to the end user: Gmail is displaying authentication results, which should provide end users with a bit more transparency about how authentication is used to deliver or block messages, and Microsoft is partnering with Litmus to improve some of the display issues people face using Outlook. These are both notable — if this is not your first time reading this blog, you know about my constant refrain that delivery is a function of sending people mail they want to engage with. If the mail is properly formatted and displayed, and people have a high degree of confidence that it’s been sent from someone they want to get mail from, that goes a long way towards improving engagement in the channel.
On that note, I spoke at length with Derek Harding about how marketers might change their thinking on deliverability, and he wrote that up for ClickZ. I also participated in the creation of Adobe’s excellent Teaching the Email Marketer How to Fish document (no, not phish…).
Steve was very busy behind the scenes this month thinking about abuse-related topics in light of the SBL issues, but he wrote up a quick post about the Traffic Light Protocol, which is used to denote sensitive information as it is shared.
Finally, for my Ask Laura column this month, I answered questions about delivery and engagement metrics and about permissions with purchased lists. As always, if you have a general question about email delivery, send it along and I’ll consider it for the column.
I was chatting with folks over on one of the email slack channels today. The discussion was about an ESP not wanting to implement a particular change as it would hurt deliverability. It led me down a path of thinking about how we think of deliverability and how that informs how we approach email.
The biggest problem I see is the black and white thinking.
There’s an underlying belief in the deliverability, receiving, and filtering communities that the only way to affect sending behavior is to block (or threaten to block) mail.
This was true back in the ancient times (the late 90’s). We didn’t have sophisticated tools and fast CPUs. There weren’t a lot of ways to handle bad mail other than to block. Now the landscape is different. We have many more tools and the computing capacity to quickly sort large streams of data.
At most places these days, blocking is an escalation, not a warning shot. Many places rate limit and bulk folder questionable mail as a first strike against problem mail. Sometimes the mail is bad enough to result in a block. Other times, it’s not bad enough to block, so it disappears into the bulk folder.
There’s a corresponding belief in the sending community that if their behavior doesn’t result in blocking then they’re acting acceptably. This isn’t true either. There are a lot of things you can do (or not do) that don’t help delivery, but will actively harm delivery. Likewise, there are things you can do that don’t actively harm delivery, but will help. All of these things add up to reaching the inbox.
Hello! Hope all are keeping safe through Harvey, Irma, Katia and the aftermath. I know many people that have been affected and are currently out of their homes. I am proud to see so many of my fellow deliverability folks are helping our displaced colleagues with resources, places to stay and money to replace damaged property.
Here’s a mid-month late wrapup of our August blog posts. Our favorite part of August? The total eclipse, which was absolutely amazing. Let me show you some pictures.
Ok, back to email.
We’re proud of the enormous milestone we marked this month: ten years of near-daily posts to our Word to the Wise blog. Thanks for all of your attention and feedback over the past decade!
In other industry news, I pointed to some interesting findings from the Litmus report on the State of Email Deliverability, which is always a terrific resource.
I also wrote about the evolution of filters at web-based email providers, and noted that Gmail’s different approach may well be because it entered the market later than other providers.
In spam, spoofing, and other abuse-related news, I posted about how easy it is for someone to spoof a sender’s identity, even without any technical hacks. This recent incident with several members of the US presidential administration should remind us all to be more careful with making sure we pay attention to where messages come from. How else can you tell that someone might not be wholly legitimate and above-board? I talked about some of what I look at when I get a call from a prospective customer as well as some of the delightful conversations I’ve had with spammers over the years.
In the security arena, Steve noted the ongoing shift to TLS and Google’s announcement that they will label text and email form fields on pages without TLS as “NOT SECURE”. What is TLS, you ask? Steve answers all your questions in a comprehensive post about Transport Layer Security and Certificate Authority Authorization records.
Also worth reading, and not just for the picture of Paddington Bear: Steve’s extremely detailed post about local-part semantics, the chunk of information before the at sign in an email address. How do you choose your email addresses (assuming they are not assigned to you at work or school…)? An email address is an identity, both culturally and for security purposes.
In subscription best practices — or the lack thereof — Steve talked about what happens when someone doesn’t quite complete a user registration. Should you send them a reminder to finish their registration? Of course! Should you keep sending those reminders for 16 months after they’ve stopped engaging with you? THE SURPRISING ANSWER! (Ok, you know us. It wasn’t that surprising.)