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Category: Best Practices

Asking for help with a blocklist

There are often questions arising about how to go about getting off a particular blocklist. A few years ago I led the MAAWG effort to document what to if if you were On a Blocklist (pdf link). That document was aimed primarily at MAAWG members and deliverability experts with working knowledge of blocklists. I think, even […]

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Ask Laura: Should we confirm unsubscribes?

Dear Laura, We have some questions about best practices for unsubscribes. Our ESP uses the List-Unsubscribe header by default on every email. I’m not familiar with this, and I have some questions for you. First, do you think this is a good idea? Should we always use it, or just for certain emails? Should we […]

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Outreach or spam?

This showed up in my mailbox earlier today: The tweet in question From Crunchbase: “Pluck is an email prospecting tool that gives you the email addresses of the people tweeting about subjects related to your business.” Prospecting: another name for spamming. Look, I know that you want to sell you’re newest, greatest product to the world. […]

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DNSBLs, wildcards and domain expiration

Last week the megarbl.net domain name expired. Normally this would have no affect on anyone, but their domain registrar put in a wildcard DNS entry. Because of how DNSBLs work, this had the effect of causing every IP to be listed on the blocklist. The domain is now active and the listings due to the […]

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Zombies are real but less of a problem

A few years ago I wrote a series of blog posts about zombie email addresses. Zombie addresses are those that someone owned and used and interacted with, but for whatever reason stopped logging into and checking. This series started with the time before the zombies, and moved on to the zombie uprising. Then discussed how they […]

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Ask Laura: Should we allow tagged addresses?

Hi Laura, First of all, I’d like to thank you for the amazing blog. It helps me a lot and I have much fun to read it. Now I have a question to the google alias addresses. As you must have known, Google offers alias addresses and you can put any thing between the local […]

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Global Suppression Lists

Global Suppression List. Pander File. Screamers List. Whatever you call it, it’s the list of email addresses you suppress from every mailing. If you’re an ESP, this is the list of people who you never, ever want to send email to – and I’m talking about ESP-wide global suppression lists here, not the suppression lists […]

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Use the form…

A lot of senders get frustrated with the time it can take to get a response from some ISPs. It’s totally understandable, for a lot of companies delivery problems are all hands on deck level problems. They want them fixed and they want them fixed IMMEDIATELY. They want feedback that their issue is being addressed. […]

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Incentivizing incites fraud

There are few address acquisition processes that make me cringe as badly as incentivized point of sale collection. Companies have tried many different ways to incentivize address collection at the point of sale. Some offer the benefit to the shopper, like offering discounts if they supply an email address. Some offer the benefits to the employee. Some offer […]

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Arguing against the anti-spam policy

Not long ago I was talking with a colleague who works for an ESP.  She was telling me about this new client who is in the process of negotiating a contract. Normally she doesn’t get involved in negotiations, but the sales group brought her. It seems this new client is attempting to remove all mention of […]

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  • AOL FBL change

    Reminder for folks, AOL is changing their FBL from address starting on Jan 17th. AOLlogoForBlogThe (in)famous scomp@aol.net is going away to be replaced by fbl-no-reply @ postmaster.aol.com. These messages will be signed with the d= mx.postmaster.aol.com. Time to update your scripts!No Comments


  • Vague reports of Yahoo problems

    A number of people, on different forums, have been asking if anyone is seeing a higher bounce rate than usual with Yahoo. Not sure exactly what's going on here. As I understand it, folks are talking with Yahoo about it. If I hear anything more, I'll share. For now, though, if you're seeing a small increase in Yahoo bounces (or other weirdnesses) others are seeing something odd, too.No Comments


  • Responsive design just got easier at Gmail

    Today Gmail announced they are supporting media queries in Gmail and Google Inbox. This should simplify the creation of emails for multiple platforms. The full list of supported rules can be found on the Google Developer Site.No Comments


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