Change is coming…

A lot of email providers are rolling out changes to their systems. Some of these changes are so they will comply with GDPR. But, in other cases, the changes appear coincidental with GDPR coming into effect.
It seems, finally, some attention is being paid to the mail client. Over the last few years the webmail providers have tried to upgrade their interface.  Many of the upgrades are about managing high volumes of email in a more efficient manner. Google uses tabs while Microsoft has sweep and focused inbox.
It’s about time the mail client got an overhaul. My Apple mail client doesn’t look all that different from the desktop client I was using back in the late 90s on OS/2 Warp back in the late 90s. In some ways the OS/2 client was actually more functional. And, well, I do miss a lot of the flexibility of mutt in the shell.
Today, Google announced to Google Suite administrators that they would be rolling out a major client overhaul. G Suite admins who want to can join the early adopter program in the coming week. Techcrunch has a sketch of what the new mailbox layout looks like, done by someone who says they saw a Google engineer working on a train.
What’s interesting about the sketch is it seems tabs are going away. Given how many senders hate tabs I’m sure this is a welcome relief. We’ll see, though, if there’s not more inbox management built into the new client or not. The nifty new features are “snooze” – hide this email for some period of time and bring it back at some point in the future. The other big thing is calendar access right from the mail client.
I expect, too, that as OATH: brings the Yahoo and AOL mailboxes under one banner, there will also be some changes there. All of this amounts to more uncertainty in the email delivery space. But we’ll get through, we always do.

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Google makes connections

One of the client projects I’m working on includes doing a lot of research on MXs, including some classification work. Part of the work involves identifying the company running the MX. Many of the times this is obvious; mail.protection.outlook.com is office365, for instance.

There are other cases where the connection between the MX and the host company is not as obvious. That’s where google comes into play. Take the domain canit.ca, it’s a MX for quite a few domains in this data set. Step one is to visit the website, but there’s no website there. Step 2 is drop the domain into google, who tells me it’s Roaring Penguin software.
In some cases, though, the domain wasn’t as obvious as the Roaring Penguin link. In those cases, Google would present me with seemingly irrelevant hosting pages. It didn’t make sense until I started digging through hosting documentation. Inevitably, whenever Google gave me results that didn’t make sense, they were right. The links were often buried in knowledge base pages telling users how to configure their setup and mentioning the domain I was searching for.
The interesting piece was that often it was the top level domain, not the support pages, that Google presented to me. I had to go find the actual pages. Based on that bit of research, it appears that Google has a comprehensive map of what domains are related to each other.
This is something we see in their handling of email as well. Gmail regularly makes connections between domains that senders don’t expect. I’ve been speaking for a while about how Gmail does this, based on observation of filtering behavior. Working through multiple searches looking at domain names was the first time I saw evidence of the connections I suspected. Gmail is able to connect seemingly disparate hostnames and relate them to one another.
For senders, it means that using different domains in an attempt to isolate different mainstreams doesn’t work. Gmail understands that domainA in acquisition mail is also the same as domainB in opt-in mail is the same as domainC in transactional mail. Companies can develop a reputation at Google which affects all email, not just a particular mail stream. This makes it harder for senders to compartmentalize their sends and requires compliance throughout the organization.
Acquisition programs do hurt all mail programs, at least at Gmail.
 

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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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Filters evolving

I started writing this blog post while sitting on a conference call with a bunch of senders discussing some industry wide problems folks are having with delivery. Of course the issue of Microsoft comes up. A lot of senders are struggling with reaching the inbox there and no one has any real, clear guidance on how to resolve it. And the MS employees who regularly answer questions and help folks have been quiet during this time.

In some ways the current situation with Microsoft reminds me of what most deliverability was like a decade ago. Receivers were consistently making changes and they weren’t interacting with senders. There weren’t FBLs really. There weren’t postmaster pages. The reason knowing someone at an ISP was so important was because there was no other way to get information about blocking.
These days, we have a lot more institutional knowledge in the industry. The ISPs realized it was better to invest in infrastructure so senders could resolve issues without having to know the right person. Thus we ended up with postmaster pages and a proliferation of FBLs and best practices and collaboration between senders and receivers and the whole industry benefited.
It is challenging to attempt to troubleshoot deliverability without the benefit of having a contact inside ISPs. But it is absolutely possible. Many ISP folks have moved on over the years; in many cases due to layoffs or having their positions eliminated. The result is ISPs where there often isn’t anyone to talk to about filters.
The lack of contacts doesn’t mean there’s no one there and working. For instance, in the conference call one person asked if we thought Microsoft was going to fix their systems or if this is the new normal. I think both things are actually true. I think Microsoft is discovering all sorts of interesting things about their mail system code now that it’s under full load. I think they’re addressing issues as they come up and as fast as they can. I also think this is some level of a new normal. These are modern filters that implement the lessons learned over the past 20 years of spam filtering without the corresponding cruft.
Overall, I do think we’re in a period of accelerating filter evolution. Address filtering problems has always been a moving target, but we’ve usually been building on known information. Now, we’re kinda starting over. I don’t have a crystal ball and I don’t know exactly what the future will bring. But I think the world of deliverability is going to get challenging again.
 

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