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 surprised. Most users don’t really care. In all honesty it probably doesn’t affect delivery that much any longer, either. I still think it’s generally a bad idea but as long as you’re providing a communications channel for recipients to connect with your company it’s probably not going to be a giant problem.

 

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Memories of Spam in May

This morning on Facebook a friend posted a picture saying that 15 years ago was the very first anti-spam conference (Spamcon*). All we have are some blurry scans of pictures and coffee mugs.
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That 550 sign belonged to the bar where the night out was held. It got bought by K & P and lived in their garden until it rotted away a few years ago. So many folks who are still active in the space, and so many folks who’ve moved on. Names I’d forgotten, faces I haven’t.
Many of those folks are still working in email. Some on the sending side, some on the tools and vendor side, some on the ISP side, some on the consulting side.  That conference was one of the very first times people publicly gathered to talk about spam. There were other occasions, but most were invite only with hand picked representatives of specific companies.
At that first Spamcon I was freshly laid off from MAPS (now Trend Micro). I was considering what next. The thing is, I really liked the work I was doing. MAPS had me leading a team to provide abuse desk as an outsourced service. We had a very large network provider as a customer and we were handling all the mail that came into abuse@ there. It was a challenge, I was creating processes and documenting policy, trying to do more with less and managing my first team ever.
Much of what I do now, here, grew out of that position. It was clear even then there was a need for someone who could help navigate the challenges of email.
In the same thread another person posted pictures from a social night in DC during the FTC Spam Forum. More folks, some I have lost touch with and some who are still friends and colleagues.
We were so young. All of us.
This is yet another form of community that email created. Some of it was built over email, but a lot of it happened on USENET and IRC and local meetups. There were so many ways we built community using plain text and dialup. The technology has changed, and that community from a dozen years ago has changed but it’s still all the same deep down inside.
SpamconMugs
 
(* If, at any point, you see me type Spamconk instead of Spamcon please blame autocorrect. It’s being difficult and even tries to correct it when I go back and edit sentences.)

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Why care about email?

I got my first email address in the very late 80s. I was an intern at a government agency. I learned a lot there: how to sequence DNA, how to handle radioactive material, how to handle human pathogens, and how to send email. I got my first non-work non-school address in the mid-90s. One of the first things I did was join some mailing lists.
One of them was a list for folks who had pet rabbits. I met a lot of people there, both online and in person. As with many people we meet through a shared interest as our interest wanes the relationships change. Some relationships were maintained, but some of us lost touch with one another. Moves, job changes, email address changes, they all affect our ability to maintain relationships online. I kept in touch with some, one was the maid of honor at my wedding and a few years ago I was the maid of honor at hers. I lost track of others.
 

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The perfect email

More and more I’m moving away from consulting on technical setup issues as the solution to delivery problems. Delivery is not about the technical perfection of a message. Spammers get the technical right all the time. No, instead, delivery is about sending messages the user wants. While looking for something on the blog I found an old post from 2011 that’s still relevant today. In fact, I’d say it’s even more relevant today than it was when I wrote it 5 years ago.
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Email is a fluid and ever changing landscape of things to do and not do.
Over the years my clients have frequently asked me to look at their technical setup and make sure that how they send mail complies with best practices. Previously, this was a good way to improve delivery. Spamware was pretty sloppy and blocking for somewhat minor technical problems was a great way to block a lot of spam.
More recently filter maintainers have been able to look at more than simple technical issues. They can identify how a recipient interacts with the mail. They can look at broad patterns, including scanning the webpages an email links to.
In short, email filters are very sophisticated and really do measure “wanted” versus “unwanted” down to the individual subscriber levels.
I will happily do technology audits for clients. But getting the technology right isn’t sufficient to get good delivery. What you really need to consider is: am I sending email that the recipient wants? You can absolutely get away with sloppy technology and have great inbox delivery as long as you are actually sending mail your recipients want to receive.
The perfect email is no longer measured in how perfectly correct the technology is. The perfect email is now measured by how perfect it is for the recipient.

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