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Monthly Archives: April 2019

Question of the day

Is 10,000 emails sent a few times a week a high enough volume to improve a Gmail reputation?

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Gmail suddenly puts mail in the bulk folder

One of the delivery challenges that regularly comes up in various delivery discussion spaces is the “Gmail suddenly put my mail in spam.” From my perspective, there is rarely a “suddenly” about Gmail’s decision making process. As I was answering one of these questions I had a number of thoughts. I’ll share them here on […]

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TLS and Gmail delivery

I’m seeing some questions about TLS and Gmail. Folks are seeing a correlation between sending without TLS and the mail going to bulk. Has anyone seen this? Are you sending mail with TLS and can’t get to the inbox? Or are you sending mail without TLS and getting to the inbox? Inquiring minds and all […]

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Low bounce rates don’t mean a list is good

Many people believe that if they remove non-existent addresses from their mailing lists that their lists will make it to the inbox without a problem. In fact, an entire industry has grown up around the idea that sending mail to valid addresses can never be spam. This isn’t true, of course, spammers use many of […]

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Explicit consent

I’m working on a blog post about correlation and causation and how cleaning a list doesn’t make it opt-in and permission isn’t actually as outdated as many think and is still important when it comes to delivery. Today is a hard-to-word day, so I headed over to twitter. Only to find someone in my personal […]

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Delivery is not dependent on authentication

All too often folks come to me with delivery problems and lead off with all of the things they’ve done to send mail right. They assure me they’re using SPF and DKIM and DMARC and they can’t understand why things are bad. There is this pervasive belief that if you do all the technical things […]

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The many meanings of opt-in

An email address was entered into our website An email address was associated with a purchase on our website. We have a relationship with a 3rd party that shares email addresses with us. We have a cookie on a web browser that visited out website and we sent an email to the address associated with […]

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Email filters and small sends

Have you heard about the Baader-Meinhoff effect? The Baader-Meinhof effect, also known as frequency illusion, is the illusion in which a word, a name, or other thing that has recently come to one’s attention suddenly seems to appear with improbable frequency shortly afterwards (not to be confused with the recency illusion or selection bias). Baader–Meinhof […]

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