Using Reply-To:

Yesterday I learned that some ESPs don’t support the reply to: address. I asked around to discover which ESPs did. Here’s what I learned.

ESPs that support reply-to:

ActiveCampaign
AmazonSES
ConstantContact
Campaign Monitor
Cordial
Delivra
DoList
Eloqua
Emma
Epsilon
GetResponse
HubSpot
iContact
Listrak
Mailkit
MailUp
Marketo
N6
Pardotword
Responsys
Sailthru
SFMC
Sharpspring
Twilio / SendGrid
Zeta Global

Thanks to all the colleagues who answered my question.

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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.
authenticated
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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AHBL Wildcards the Internet

AHBL (Abusive Host Blocking List) is a DNSBL (Domain Name Service Blacklist) that has been available since 2003 and is used by administrators to crowd-source spam sources, open proxies, and open relays.  By collecting the data into a single list, an email system can check this blacklist to determine if a message should be accepted or rejected. AHBL is managed by The Summit Open Source Development Group and they have decided after 11 years they no longer wish to maintain the blacklist.
A DNSBL works like this, a mail server checks the sender’s IP address of every inbound email against a blacklist and the blacklist responses with either, yes that IP address is on the blacklist or no I did not find that IP address on the list.  If an IP address is found on the list, the email administrator, based on the policies setup on their server, can take a number of actions such as rejecting the message, quarantining the message, or increasing the spam score of the email.
The administrators of AHBL have chosen to list the world as their shutdown strategy. The DNSBL now answers ‘yes’ to every query. The theory behind this strategy is that users of the list will discover that their mail is all being blocked and stop querying the list causing this. In principle, this should work. But in practice it really does not because many people querying lists are not doing it as part of a pass/fail delivery system. Many lists are queried as part of a scoring system.
Maintaining a DNSBL is a lot of work and after years of providing a valuable service, you are thanked with the difficulties with decommissioning the list.  Popular DNSBLs like the AHBL list are used by thousands of administrators and it is a tough task to get them to all stop using the list.  RFC6471 has a number of recommendations such as increasing the delay in how long it takes to respond to a query but this does not stop people from using the list.  You could change the page responding to the site to advise people the list is no longer valid, but unlike when you surf the web and come across a 404 page, a computer does not mind checking the same 404 page over and over.
Many mailservers, particularly those only serving a small number of users, are running spam filters in fire-and-forget mode, unmaintained, unmonitored, and seldom upgraded until the hardware they are running on dies and is replaced. Unless they do proper liveness detection on the blacklists they are using (and they basically never do) they will keep querying a list forever, unless it breaks something so spectacularly that the admin notices it.
So spread the word,

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The anatomy of From:

Compared with some of the more complex pieces of the email protocol the From: header seems deceptively simple. But I’ve heard several people be confused about what it’s made up of over the past couple of months, so I thought I’d dig a bit deeper into how it’s defined and how it’s used in practice.
Here’s a simple example:
 
anatomyfrom
 
There are two interesting parts.
The first is what’s technically called the display-name, but more commonly known as the “friendly from” in the bulk email industry. It has no meaning within the email protocol, it’s just text that’s displayed to the recipient to describe who an email was sent by. Because it’s just text, you can put anything you like in there, but it’s usually either the name of the person who wrote the mail or the name of the company or brand that sent it.
The second is the actual email address, the thing with an at-sign in it. Surprisingly, this isn’t used at all during the actual delivery of the email; there’s a hidden field (called the return path or the 5321.MailFrom or the envelope sender  or the bounce address) that’s used instead. For person-to-person email it’s usually the same address, but for bulk mail it’s often different.
So what does the actual email address, the 5322.From, mean? For that we go to the document that specifies what email headers mean – RFC 5322, “Internet Message Format”. (RFC 5322 is the updated replacement of the older RFC 822 – and that’s why the actual email address is often called the 822.From or 5322.From when people are being precise about exactly which email address they’re talking about).
RFC 5322 says “The From: field specifies the author of the message, that is, the mailbox of the person or system responsible for the writing of the message.” and “In all cases, the From: field SHOULD NOT contain any mailbox that does not belong to the author of the message”. It’s the email address of the author of the message.
(In some cases the email may have been written by the author, but then sent on their behalf by someone else. RFC 5322 says that in that situation the email address in the From field is still the author of the message. The person who sent the message gets their own field, “Sender:”).
What is the 5322.From used for? During the delivery process it’s used for some sorts of filtering and authentication. In particular, if you’re reading about DMARC you’ll see “identifier alignment” mentioned a lot – which basically means “the only domain we care about authenticating is the one in the 5322.From”. It’s also the usual field that’s used in user-visible mail filtering such as whitelisting email addresses that are in the users address book.
In the mail client itself the most obvious use of the 5322.From is that when you hit reply, that’s the email address your reply will go to by default. The author of the mail can override that by adding a Reply-To field, containing one or more email addresses if they want different behaviour. It’s also commonly used to filter email and to group mails by author.
What’s displayed to the end user? Originally the entire content of the From: header was shown in the recipients mailbox but it’s now fairly common to display just the friendly from, with no mention of the email address at all. That started in mobile clients, where space is at a premium and the friendly from is just, well, friendlier – but it’s spread to desktop and webmail clients too. In Yahoo webmail the 5322.From isn’t displayed anywhere at all unless you find the View Full Header menu option and dig through the raw headers, and my phone doesn’t display it anywhere obvious and only recently made it possible to see it at all.

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