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Engagement filters for B2B mail

While I was doing some research for a client today I rediscovered Terry Zink’s blog. Terry is one of the MS email folks and he regularly blogs about the things MS is doing with Outlook.com and Office 365.
The post that caught my eye was discussing the Microsoft Spam Fighter program. The short version is that in order to train their spam filters, Microsoft asks a random cross-section of their users if the filters made the right decision about email. This data is fed back into the Microsoft machine learning engine.
As Terry explains it:

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Desks and distractions

Our first real company purchase was a big. solid pair of desks. See, we owed a lot of money to the IRS, but if we bought some equipment we could decrease the amount we had to pay the IRS. So we invested in very nice, wooden desks that would hold heavy CRT monitors.
Things have changed over the years and we don’t have CRTs any more. And maybe it’s time to upgrade or replace our desks. We got my desk assembled this weekend and I have to say, I’m really pleased.

Steve wrote about our experiences Autonomous.ai‘s purchase process. I have to say I’m impressed with the build quality of the desks.
I’ll be happy when our office is rebuilt and everything is back in its place, but even now I’m enjoying working at my new desk.

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September 2017: The Month in Email

Happy October! ‘Tis the season for “the scariest costumes to wear to an inbound marketing Halloween party”. Terrifying, right? A perfect occasion for spam-infused mai tais!

In other news from the blog in September, I wrote several posts about the Equifax breach, starting with the announcement of the compromise on September 7th and their utterly inadequate response, followed by more incompetence when they sent people to the wrong site to get assistance. I also noted some of the discussion around the various educational paths people working in information security have and why these are the wrong questions to ask.
Speaking of the various paths people take towards careers in email, I wrote a followup post on Shiva Ayyadurai, whose defamation suit around his claims to being the inventor of email was recently dismissed.
I wrote a few posts about Gmail, including a guide to improving Gmail delivery, and some specific advice on how to warm up your Gmail mailstream, which is somewhat different than other warmup processes. In other news on mail providers, it’s worth noting some recent changes Microsoft has made to various domains.
In best practices, Steve wrote about a nice series of emails we received following an online purchase and I wrote about properly monitoring your DMARC reports.
Every now and then, I like to return to the basics. My post on 10 Things Every Mailer Must Do is a handy overview to share with your team (or your customers, if you’re an ESP). If you’re having delivery challenges and haven’t tackled these top ten best practices, this is where you need to start. I wrote up some additional thoughts on how we think about deliverability that you might find useful as well.

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Back from MAAWG

Had an all too short trip to M3AAWG. It was great to see old friends and meet new folks. I have lots to talk about and a poll to get into the field once I get caught up on client work.

While I’m deep in the depths of my inbox, I thought I’d share a bit of insight into the question of new domain vs. subdomain that often comes up.

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MAAWG next week

I’ll be up in Toronto Tuesday and part of Wednesday for the M3AAWG meeting. If you’re there, say HI!

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Warmup advice for Gmail

Getting to the Gmail inbox in concept is simple: send mail people want to receive. For a well established mail program with warm IPs and domains, getting to the inbox in practice is simple. Gmail uses recipient interaction with email to determine if an email is wanted or not. These interactions are easy when mail is delivered to the inbox, even if the user has tabs enabled.
When mail is in the bulk folder, even if it’s wanted, users are less likely to interact with the mail. Senders trying to change their reputation to get back to the inbox face an uphill battle. This doesn’t mean it’s impossible to get out of the bulk folder at Gmail, it’s absolutely possible. I have many clients who followed my advice and did it. Some of these clients were simply warming up new IPs and domains and needed to establish a reputation. Others were trying to repair a reputation. In both cases, the fixes are similar.

When I asked colleagues how they handled warmup at Gmail their answers were surprisingly similar to one another. They’re also very consistent with what I’ve seen work for clients.

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Sometimes less is more

We just bought some new desks, to replace the old ones that date back to the days of CRT monitors.
The supplier we bought them from, Autonomous, did a nice set of triggered sends throughout the sales process – “we’ve received your order”, “we’ve shipped your order”, “your order has been delivered”.
That’s not rocket science – you plug your ordering system and your FedEx shipping API into your SendGrid API and you’re done.
I’d normally expect glossy, rich-text branded emails with logos and images, but Autonomous went in the opposite direction.
The mail is “From:” Mark@Autonomous, not a generic role account. It’s signed off by Mark, and has his contact info at the end of the email – but in a “I typed my email and phone number here for you” sort of way rather than a fancy signature block. It’s HTML, but it’s not using any images (other than a single tracking image) and is using the mail clients default font.
The first mail has an invoice attached, with a nice customized name (“Laura’s Order.pdf”).
 

The second one says that the warehouse manager, Eddie, has shipped the order and includes four fedex tracking numbers, all linked to the fedex tracking site, and a soft upsell for an assembly service.

The third links to a youtube video about how to put the desks together, and pulls in Justin, the customer experience manager.

It feels very small company and individual service. But looking at the way the emails are put together, and the times they were sent, I’m fairly sure it’s automatic, templated triggered sends. But I’m not entirely sure, and that’s part of the charm.
Sometimes less is more.
 

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10 things every mailer must do

A bit of a refresh of a post from 2011: Six best practices for every mailer. I still think best practices are primarily technical and that how senders present themselves to recipients is more about messaging and branding than best practices. These 6 best practices from 2011 are no longer best, these days, they’re the absolute minimum practices for senders.

If you can’t manage to do these, then find someone who can.

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A DMARC warning

One challenge when implementing DMARC is to ensure that all mail, and I do mean ALL mail is authenticated correctly, before switching to a p=reject notice. The easiest way to do this is to set up a p=none record and check reports to see what mail isn’t authenticated. At least some of this mail is actually going to be valid but unauthenticated email.

I regularly recommend monitoring for 6 – 12 months in order to catch some irregular emails. Even then, someone should regularly monitor DMARC reports in order to identify systems that need authentication added.
One of the cases I worry about is system monitoring emails. These are emails intended to notify sys admins about problems and errors. They often don’t go through the main SMTP server. They usually don’t have an external facing IP and there are security arguments against putting internal IPs into external SPF records. These emails are important and are, usually, not authenticated.
Overall, I could imagine cases where a DMARC record would lead to some problems. And, well, it can. Reading through the postmortem of a significant system failure, one of the problems was no one knew backups weren’t running because notification emails were failing DMARC.

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Way to go Equifax

Earlier this month I wrote about how we can’t trust Equifax with our personal data. I’m not sure we can trust them with a cotton ball. Today, we discover Equifax has been sending consumers worried about their personal information leaking to the wrong site.

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