AOL MX Change update

The AOL postmaster team posted some information about the upcoming MX transition on their blog.

[S]tarting this week, the majority of AOL’s MX records will point to [OATH’s] new combined servers. This should be transparent to any sender as those servers will operate in simple pass-through mode. This means senders with established FBLs will continue to receive them from our AOL mail infrastructure.

Change is coming, but it should be mostly invisible to folks. Those of you using hardcoded MXs in your sending engines, will want to adjust them later this week.
One thing that is interesting, and is new to me is these are new combined servers. I have been saying that the AOL / Yahoo integration would involve changes in their mail handling processes, but this is the first time I’ve seen anything from AOL confirming that suspicion. In fact, when I first heard about this, I understood this was the AOL MXs switching to Yahoo, not new combined servers.
Hopefully this transition will go smoothly for everyone involved. Recent history with Microsoft suggests that MX changes are challenging at the best of times.

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ISPs speak at M3AAWG

Last week at M3AAWG representatives from AOL, Yahoo, Gmail and Outlook spoke about their anti-spam technologies and what the organizations were looking for in email.
This session was question and answers, with the moderator asking the majority of the questions. These answers are paraphrased from my notes or the MAAWG twitter stream from the session.
What are your biggest frustrations?
AOL: When senders complain they can’t get mail in and we go look at their stats and complaints are high. Users just don’t love that mail. If complaints are high look at what you may have done differently, content does have an effect on complaints.
Outlook: When we tightened down filters 8 years ago we had to do it. Half of the mail in our users inbox was spam and we were losing a steady number of customers. The filter changes disrupted a lot of senders and caused a lot of pain. But these days only 0.5% of mail in the inbox is spam.  Things happen so fast, though, that the stress can frustrate the team.
Gmail: Good senders do email badly sometimes and their mail gets bulked. Senders have to get the basic email hygiene practices right. Love your users and they’ll love you back.
What’s your philosophy and approach towards mail?
AOL: There is a balance that needs to be struck between good and bad mail. The postmaster team reminds the blocking team that not all mail is bad or malicious. They are the sender advocates inside AOL. But the blocking team deals with so much bad mail, they sometimes forget that some mail is good.
Yahoo: User experience. The user always comes first. We strive to protect them from malicious mail and provide them with the emails they want to see. Everything else is secondary.
Gmail: The faster we stop spam the less spam that gets sent overall. We have highly adaptive filters that can react extremely quickly to spam. This frustrates the spammers and they will give up.
Outlook: The core customer is the mailbox user and they are a priority. We think we have most of the hardcore spam under control, and now we’re focused on personalizing the inbox for each user. Everyone online should hold partners accountable and they should expect to be held accountable in turn. This isn’t just a sender / ESP thing, ISPs block each other if there are spam problems.
What are some of your most outrageous requests?
We’ve been threatened with lawsuits because senders just don’t want to do the work to fix things. Some senders try to extort us. Other senders go to the advertising execs and get the execs to yell at the filtering team.
Coming to MAAWG and getting cornered to talk about a particular sender problem. Some senders have even offered money just to get mail to the spam folder.
Senders who escalate through the wrong channels. We spent all this money and time creating channels where you can contact us, and then senders don’t use them.
Confusing business interests with product interests. These are separate things and we can’t change the product to match your business interest.
What are your recommendations for changing behaviors?
Outlook: We provide lots of tools to let you see what your recipients are doing. USE THE TOOLS. Pay attention to your recipient interaction with mail. Re-opt-in recipients periodically. Think about that mail that is never opened. Monitor how people interact with your mail. When you have a problem, use our webpages and our forms. Standard delivery problems have a play book. We’re going to follow that playbook and if you try to get personal attention it’s going to slow things down. If there’s a process problem, we are reachable and can handle them personally. But use the postmaster page for most things.
Gmail: Get your hygiene right. If you get your hygiene right, deliverability just works. If you’re seeing blocking, that’s because users are marking your mail as spam. Pay attention to what the major receivers publish on their postmaster pages. Don’t just follow the letter of the law, follow the spirit as well. Our responsibility, as an ISP, is to detect spam and not spam. Good mailers make that harder on us because they do thinks that look like spammers. This doesn’t get spammer mail in more, it gets legitimate mail in less. Use a real opt-in system, don’t just rely on an implied opt-in because someone made a purchase or something.
Yahoo: ESPs are pretty good about screening their customers, so pay attention to what your ESPs are saying. Send mail people want. Verify that the email addresses given to you actually belong to people who want your mail. Have better sender practices.
What do you think about seed accounts?
The panel wasn’t very happy about the use of seed accounts. Seeds are not that useful any longer, as the ISPs move to more and more personalized delivery. Too much time and too many cycles are used debugging seed accounts. The dynamic delivery works all ways.
When things go wrong what should we do?
AOL: Open a ticket. We know we’ve been lax recently, but have worked out of our backlog and are caught up to date. Using the ticketing system also justifies us getting more headcount and makes everyone’s experience better. Also, don’t continue what you’re doing. Pausing sending while you’re troubleshooting the issue. We won’t adjust a rep for you, but we may be able to help you.
Gmail: Do not jump the gun and open a ticket on the first mail to the spam folder. Our filters are so dynamic, they update every few minutes in some cases. Be sure there is a problem. If you are sure you’re following the spirit and letter of the sender guidelines you can submit a ticket. We don’t respond to tickets, but we work every single one. When you’re opening a ticket provide complete information and full headers, and use the headers from your own email address not headers from a seed account. Give us a clear and concise description of the problem. Also, use the gmail product forum, it is monitored by employees and it’s our preferred way of getting information to the anti-abuse team. Common issues lots of senders are having will get addressed faster.
Outlook: Dig in and do your own troubleshooting, don’t rely on us to tell you what to fix. The support teams don’t have a lot of resources so use our public information. If you make our job harder, then it takes longer to get things done. But tell us what changes you’ve made. If you’ve fixed something, and tell us, our process is different than if you’re just asking for a delisting or asking for information. When you’ve fixed things we will respond faster.
How fast should users expect filters to respond after making changes?
Filters update continually so they should start seeing delivery changes almost immediately. What we find is people tell us they’ve made changes, but they haven’t made enough or made the right ones. If the filters don’t update, then you’ve not fixed the problem.

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Happy 2018

This is the time of year when everyone starts posting their predictions for the coming year. Despite over a decade of blogging and close to 2500 blog posts, I have’t consistently written prediction articles here. Many years I don’t see big changes on the horizon, so there’s not a lot to comment on. Incremental changes are status quo, nothing earth shattering there. But I’ve been thinking about what might be on the horizon in 2018 and how that will affect email marketing.

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DMARC and organizations

Comcast recently published a statement on DMARC over on their postmaster page. The short version is that Comcast is publishing a DMARC record, but has no current intentions to publish a p=reject policy for Comcast user email. Comcast will be publishing a p=reject for some of their domains that they use exclusively to communicate with customers, like billing notices and security notices.
Comcast does point out that Yahoo! and AOL’s usage of p=reject is “not common usage.”
This is something a lot of people have been arguing loudly about on various mail operations lists and network lists. DMARC is about organizational identity. In fact, I was contacted about my DMARC primer and told that I didn’t mention that it’s not about domains, it’s about organizations.
The way I read the DMARC spec, it is all about organizational identity. The underlying theme being that the domain name is linked to a particular organization and everyone using email at that domain has some official relationship with that organization. I’ve always read the spec mentally replacing organization with corporate brand. This was for brands and organizations that strictly control how their domains are used, who can use those domains and how the mail is sent with those domains.
I never expected any mailbox provider or commercial ISP to publish a p=reject message as it would just break way too much of the way customers use email. And it did break a lot of legitimate and end user uses of email. Many organizations have had to scramble to update mailing list software to avoid bouncing users off the lists. Some of these upgrades have broken mailbox filters, forcing endusers to change how they manage their mailboxes.
Even organizations see challenges with a p=reject message and can have legitimate mail blocked. At M3AAWG 30 in San Francisco I was talking with some folks who have been actively deploying DMARC for organizations. From my point of view anyone who wants to publish a DMARC p=reject should spend at least 6 months monitoring DMARC failures to identify legitimate sources of email. The person I was talking to said he recommends a minimum of 12 months.
This is just an example of how difficult it is to capture all the legitimate sources of emails from a domain and effectively authenticate that mail. For a mailbox provider, I think it’s nearly impossible to capture all the legitimate uses of email and authenticate them.
It remains to be seen if the other mailbox providers imitate Yahoo! and AOL or if they push back against the use of DMARC reject policies at mailbox providers. Whatever the outcome, this is a significant shift in how email is used. And we’re all going to have to deal with the fallout of that.

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