That time of year when my friends and colleagues join the annual migration to San Francisco for 3 days and 4 nights of messaging, mobile, malware, and midnight meetings. We’re headed up to the conference later today. Do stop by and say hi!
Hi Laura, Merry Xmas and wishing you a Happy New Year! I recently looked at a popular ESP’s IPv4 space and I was astounded. How does an ESP get an IP allocation of 20,480 IPs? ARIN guidelines do not allow “MX/Mailing” IPs to count towards a valid justification especially in the case when each and every IP is being used for this purpose. That’s 80 /24’s…and at a time when we are out of IPv4 space…...
From February 2010, Taking Permission. Permission is always a hot topic in email marketing. Permission is key! the experts tell us. Get permission to send email! the ISPs tell us. Marketers have responded by setting up processes to “get” permission from recipients before adding them to mailing lists. They point to their privacy polices and signup forms and say “Look! the recipient gave us...
Those of you who have seen some of my talks have seen this model of email delivery before. The concept is that there are a host of factors that contribute to the reputation of a particular email, but that at many ISPs the email reputation is only one factor in email delivery. Recipient preferences drive whether an email ends up in the bulk folder or the inbox. The individual recipient preferences...
For a long time it was a known fact that certain ISPs recycled abandoned addresses into spamtraps. There were long discussions by senders about this process and how it happened. Then at a conference a few years ago representatives of ISPs got up and announced that they do not recycle addresses. This led to quite a bit of consternation about how deliverability folks were making things up and were...
I regularly tell clients to be transparent with their sends. With email, permission is better than forgiveness. A surprise change in mail frequency or type leads to complaints. Complaints lead to bulk foldering. Once mail is in the bulk folder, it’s hard to get out of there, particularly at some webmail providers. The permission is better than forgiveness is hard for a lot of senders to...
Gmail’s approach to filtering; as described by one of the old timers. This person was dealing with network abuse back when I was still slinging DNA around as my job and just reading headers as a hobby. Gmail uses a 10+ year old neural network that analyzes thousands of factors, related to email, IP, and web, integrated with all Google products, and with 99.9%+ accuracy for identifying...
Over the last few weeks I’ve seen a couple people get on mailing lists and make pronouncements about email. It’s great to have opinions and it’s great to share them. But they’re always a little bit right… and a little bit wrong. SPF is dead! This came from the new ESP of an experienced mailer. They were recommending not publishing SPF records because it was “an...
Between client work and our national political climate, it’s been a very busy month around here and blogging has been light. Things show no sign of slowing down in February, so we’d love to hear from you with questions and suggestions of what you’d most like to see us focus on in our limited blogging time this month. We got a great question about how senders can access their Google Postmaster...
It’s been a wild week here in the US. I have to admit, the current political climate is affecting my ability to blog about email. I’ve always said email is not life or death. And how can I focus on the minutia of deliverability when things are in such turmoil and uncertainty? There are many things I want to write about, including some resources for those of us who are struggling with...
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