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Monthly Archives: November 2018

Thinking about the concept of best practices

In 2010 Chad White declared best practices dead. Frankly, the term has always been too “big tent” to be truly useful. When “don’t buy email lists” and “use buttons for primary calls-to-action” are both best practices, it’s no wonder there’s confusion. What we need is new language that differentiates those practices that are a litmus […]

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How much is too much?

Anecdotally I’m hearing a few different things about recent mail sends. Multiple ESPs are reporting that their customers, combined, sent more than 2 Billion emails on Friday. SendGrid was close to 3 Billion. Mailchimp was over 2 billion. When all is said and done, I wouldn’t be surprised if the final volume totals topped 20 […]

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Successful sends on Black Friday

Last year a number of ISPs mentioned the Black Friday email volume was congesting their systems and causing delays. While anecdotally it seems that volume is up over last year I also haven’t heard any ISPs talking about congestion. Likewise, most of the delivery folks I’ve spoken too today and over the weekend are saying […]

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Ready. Set…

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Send Actual SMTP

It’s rare I find mail that violates the SMTP spec (rfc5321 and rfc5322). I’ve even considered removing “send mail from a correctly configured mail server” from my standard Best Practices litany. But today I got mail asking me to respond to a survey. This whole email is a mess of problems, and it’s claiming to […]

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Email addiction survey

The great folks over at Zettasphere and Emailmonday have released their Email Addiction Survey. Nothing surprising in the data that I can see, although I suspect one particular data point is going to surprise folks. Yup, more than 70% of people don’t really care about a do not reply address in a message. Honestly, I’m not […]

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Why do my URLs have two dots?

You take a turn, I take a turn At the SMTP level email is very much a simple line-by-line text based protocol. The client sends a command on a single line, the server responds with one or more lines (the last one marked by having a space in the fourth column), and then the client […]

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Return Path FBL page down

As of 6pm UTC the fbl.returnpath.com website is down. Return Path are aware of the issue and are working to fix it. I haven’t seen any estimated time to fix. But, it’s not just you and they are aware. EDIT: And 30 minutes after I posted this, it’s back. All fixed! Go and submit your […]

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Why aren’t they answering my emails?

Anyone actively handling deliverability issues has had the experience of submitting a ticket or email and receiving no response. Alternatively, we get a boilerplate response that seems to not address the question. It happens to me, it happens to colleagues, it happens to everyone. One of the biggest challenges we face is taking that lack of […]

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Dedicated IPs, pros and cons

There’s a whole belief system built around the idea that the best way to get good deliverability is to have your own dedicated IPs. In fact, senders regularly approach me to ask when is the right time for them to get a dedicated IP. They assume all their deliverability problems will disappear if they get […]

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