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July 19, 2017

5 answers you need before mailing old addresses.

By laura
7 Min read
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19July

From the archives: Mailing old addresses: 5 questions to ask first James asked the question on twitter: If you haven’t mailed an address in 5-10 yrs, would you include it in a re-engagement mail? A number of people responded that addresses that old should not be mailed. I think the answer is more complex than can be handled in 140 characters. Five to ten years is a very long time. Think about...

July 17, 2017

People are the weakest link

By laura
5 Min read
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17July

All of the technical security in the world won’t fix the biggest security problem: people. Let’s face it, we are the weakest link. Adding more security doesn’t work, it only causes people to figure out ways to get around the security. The more secure you make something, the less secure it becomes. Why? Because when security gets in the way, sensible, well-meaning, dedicated...

July 12, 2017

Searching for a new ESP?

By laura
1 Min read
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12July

250OK has compiled advice about what buyers should ask when looking at new ESPs. The advice from various folks is spot on. Changing ESPs is a big undertaking, bigger than most people expect. It’s not like changing vendors for other services. It is a process and most of the time moving creates a short term dip in deliverability. I have a lot of theories and speculation as to why, but the...

July 11, 2017

Engagement drives deliverability

By laura
4 Min read
1 comment
11July

Return Path released an white paper today offering the Secrets of Successful Senders. I don’t think any of my readers will be surprised that it boils down to identity, reputation, and engagement. Return Path treats these as separate things and I understand why they do. I think however, that the identity and reputation are supporting players to the overarching issue of engagement. When...

July 10, 2017

Summer 2017: Moving so fast

By laura
4 Min read
2 comments
10July

It’s been a busy summer so far! If you’ve been too busy to read the blog regularly, here’s an early summer wrap up of our posts from May and June. A small but significant part of our consulting practice is helping people with delivery crisis situations, such as figuring out what to do if you’re listed on Spamhaus or other block lists, or getting delisted at AT&T. People also ask very specific...

July 6, 2017

Active buttons in the subject line

By laura
1 Min read
1 comment
06July

This morning I waded into a twitter discussion with a bunch of folks about some issues they were having with delivery to gmail. The discussion started with a blog post at detailed.com describing how some senders are seeing significant drops in open rates. I thought I’d take a look and see if I can help, because, hey, this is an interesting problem. I signed up for a bunch of the mail that...

July 5, 2017

5 steps for addressing deliverability issues

By laura
7 Min read
4 comments
05July

Following on from my reading between the lines post I want to talk a little bit about using the channels. From my perspective the right way to deal with 99% of issues is through the front door. Last week I found myself talking to multiple folks in multiple fora (emailgeeks slack channel, mailop, IRC) about how to resolve blocking issues or questions. All too often, folks come into these spaces...

June 30, 2017

Reading between the lines

By laura
6 Min read
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30June

Reading between the lines an important skill in deliverability. Why? Over the last few years there’s been an increasing amount of collaboration between deliverability folks at ESPs and ISPs. This is great. It’s a vast improvement on how things were 10 years ago. However, there are still ongoing complaints from both sides. There probably always will be. And it’s not like a blog...

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