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Category: Best Practices

An open is not permission

A decade or so ago I was helping a client troubleshoot a Spamhaus listing. They, as many companies do, had a database with addresses from a number of different sources. Spamhaus was asking for them to reconfirm the entire database, which they didn’t want to do. I came up with the idea that if we […]

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d= for data

A few ISPs use the d= value in the DKIM signature as a way to provide FBL and reputation data to senders. This has some good bits, in that senders can get FBLs and other information regardless of the IP address they’re using and whether or not they have sole access to it. There are […]

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Link tracking redirectors

Almost every bulk mail sent includes some sort of instrumentation to track which users click on which links and when. That’s usually done by the ESP rewriting links in the content so they point at the ESP’s tracking server, and include information about the customer, campaign and recipient. The recipient clicks on the link in […]

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New laptop, old reminder

I have a new laptop. New OS (maybe this year will be the year of Linux on the Desktop?). New hardware problems. New applications. New keyboard layout. New mail client. It reminded me of another reason why you want to keep the email address in your From: consistent – it’s something some users will use […]

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Low bounce rates don’t mean a list is good

Many people believe that if they remove non-existent addresses from their mailing lists that their lists will make it to the inbox without a problem. In fact, an entire industry has grown up around the idea that sending mail to valid addresses can never be spam. This isn’t true, of course, spammers use many of […]

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Delivery is not dependent on authentication

All too often folks come to me with delivery problems and lead off with all of the things they’ve done to send mail right. They assure me they’re using SPF and DKIM and DMARC and they can’t understand why things are bad. There is this pervasive belief that if you do all the technical things […]

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Economics of spam

There was a discussion on Slack about the economics of email. It’s probably not a surprise that I have opinions (Who owns the inbox? Ownership of the Inbox). There was a discussion about this that was useful enough I’d share it. Participants: Laura: Laura Atkins (me!) Steve: Steve Atkins (other half of WttW) Matt V: Director […]

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It’s not marketing, it’s spam

There are times when I hesitate to call what marketers do “spam.” I can use the euphemisms with the best of ’em. “Cold emails” “Targeted Marketing” “B2B marketing.” I’ll say it here and now: cold emails are spam. Sales people who are sending enough email that they require automation to actually send the mail are […]

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Re-adding subscribers after reputation repair

A comment came in on Engagement and Deliverability and I thought it was a good question and deserved a discussion. Good article. My question about Gmail engagement is how would I reach someone who has not been opening my emails? Say I want to do a re-engagement campaign. If I temporarily suppress a contact from […]

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Cousin domains

When I checked in on Facebook this morning there was a discussion from a couple people frustrated by cousin domains. I share their frustration. Cousin domains are a major problem for ISPs trying to protect their users from phishing and other fraud. Because so many companies use cousin domains in their legitimate mail, ISPs can […]

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