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Monthly Archives: October 2019

Mentally modelling filters

When we talk about filters, we often think there is one filter. But, in many cases there are multiple stages of filters, each examining mail in a different way. In deliverability terms the easiest filters to ignore are the individual user filters. Mostly because there’s nothing we can do about those. These are the baysean […]

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Purging to prevent spamtraps

Someone recently asked when they should purge addresses to remove spamtraps. To my mind this is actually the wrong question. Purging addresses that don’t engage is rarely about spamtraps, it’s about your overall communication processes. Well maintained traps will actively bounce mail for 6 – 12 months before turning the address into a trap. In […]

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Microsoft and SmartScreen

There was another thread on mailop today about email filtering. This one was about Microsoft and SmartScreen. After watching a bunch of folks make lots of comments about what SmartScreen was, and get it wrong, I waded in. One thing that I always thought was common knowledge, but apparently isn’t, is that SmartScreen is primarily […]

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Tulsi v. Google response

On Friday Google’s lawyers filed their response to the Gabbard Campaign’s first amended complaint. They asked for the case to be moved to the Northern District of CA as per the contractual agreement that the campaign signed. They also asked for a dismissal as they are not a government entity nor acting in place of […]

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Forget about engagement, think inboxing

While answering a question about how to improve IP reputation at Gmail I realized that I no longer treat Gmail opens as anything about how a user is interacting with email. There are so many cases and ways that a pixel load can be triggered, without the user actually caring about the mail that it’s […]

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Opting out of “service” messages

A frequent question in a number of deliverability spaces is how to tell if a message is transactional or marketing. In most cases the decision is related to whether or not to respect an unsubscribe request. All too often companies decide that their messages are too important to allow someone to opt-out of. The problem […]

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Details matter

I field a lot of delivery questions on various online fora. Often people try and anonymise what they’re asking about by abstracting out the question. The problem is that there are very few answers we can give in the abstract. What are some examples of these types of questions? Should you always remove an address […]

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Microsoft and SPF

Many deliverability folks stopped recommending publishing SPF records for the 5322.from address to get delivery to Microsoft. I even remember Microsoft saying they were stopping doing SenderID style checking. A discussion on the emailgeeks slack channel has me rethinking that. It started out with one participant asking if other folks were seeing delivery improvement at […]

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Why is DMARC failing?

Multiple times over the last few weeks folks have posted a screenshot of Google Postmaster tools showing some percentage of mail failing DMARC. They then ask why DMARC is failing. Thanks to how DMARC was designed, they don’t need to ask anyone this, they have all the data they need to work this out themselves. […]

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New Deliverability Resource

The nice folks over at Postmark shared a new deliverability resource last week. The SMTP Field Manual. This is a collection of SMTP responses they’ve seen in the wild. This is a useful resource. They’re also collecting responses from other senders, meaning we can crowdsource a useful resource for email deliverability folks.

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