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Category: Best Practices

It’s not about the spamtraps

I’ve talked about spamtraps in the past but they keep coming up in so many different discussions I have with people about delivery that I feel the need to write another blog post about them. Spamtraps are … … addresses that did not or could not sign up to receive mail from a sender. … […]

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Deliverability advice to the DNC

I was working on another post for this afternoon, but when I checked Facebook Autumn Tyr-Salvia had posted a link that’s much more interesting to talk about. It seems the Democratic National Committee has acquired President Obama’s email list from the 2012 campaign. The […] list […] includes details about the amount donors gave and […]

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Check your tech

One of the things we do for just about every new client coming into WttW is have them send us an email from their bulk mail system. We then check it for technical correctness. This includes things like reviewing all the different From headers, rDNS of the connecting IP, List-Unsubscribe headers and authentication. This is […]

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Utilizing all of your data

Email marketing continues to be a great way to reach out to prospects and customers and many companies utilize multiple mail streams. Companies often have the following systems sending mail: Welcome Messages for new subscribers Transactional Messages such as password resets or receipts from purchases Drip programs from a marketing automation system Direct to customers […]

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Linking identities to email addresses

As I predicted yesterday, a bunch of sites have popped up where you can input email addresses and find out if the address was part of the Ashley Madison hack. My spam trap address isn’t on it, which makes me wonder if unsubscribe data was kept elsewhere or if they just never bothered to save the […]

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LinkedIn addresses frequency issues

Yesterday LinkedIn announced they’re decreasing the amount of mail they’re sending to users. For every 10 emails we used to send, we’ve removed 4 of them. Already, member’s complaints have been cut in half. And this is just the beginning. Less Email from LinkedIn This is good news for a lot of people, as LinkedIn’s […]

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Data is the key to deliverability

Last week I had the pleasure of speaking to the Sendgrid Customer Advisory Board about email and deliverability. As usually happens when I give talks, I learned a bunch of new things that I’m now integrating into my mental model of email. One thing that bubbled up to take over a lot of my thought […]

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Gmail Postmaster Tools for Senders

Google announced new postmaster tools for senders sending to Gmail.  The Gmail Postmaster Tools are to help “qualified high-volume senders analyze their email, including data on delivery errors, spam reports, and reputation.”  The updated postmaster pages also include Gmail’s best practices for bulk senders. Postmaster Tools by Gmail http://gmail.com/postmaster Update: ReturnPath has a blog post […]

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Set expectations for new subscribers

A common way to build your email address list is to provide a free resource such as an eBook or PDF in return for contact information from the reader.  While this is a good way to be mutually beneficial to the reader and the company, often the reader is providing their information only for the […]

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When to include a physical address

One of the requirements to be CAN-SPAM compliant is to include a physical address within every promotional email that is sent. If your company hires a third party to send email on your behalf, your physical address should be clearly visible within the message when the message is selling your products and services. There is […]

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  • Lost in the mists of time

    Over on the Farsight Security blog Joe St. Sauver talks about some of the early days of online abuse, on usenet. Laura and I were on the periphery of early usenet abuse, mostly as users, but Usenet (and IRC) around then were the places we both started with email abuse.No Comments


  • Ongoing Yahoo delays

    I've been hearing from folks over the last few days that they're seeing an uptick in deferrals from Yahoo! The deferrals are not uniform. ESPs report they're seeing some, but not all, customers affected. Other ESPs aren't seeing any changes. It's not just you. But it would be very worthwhile to dig into engagement and other stats. It's possible this is a new normal at Yahoo! and they're tightening filters to catch mail that doesn't fit their standards but was previously difficult to filter.No Comments


  • AOL starts using Sender Score Certification

    Good news for Sender Score Certified IPs. Return Path recently announced that AOL has joined the list of ISPs offering preferential treatment to certified IPs.  1 Comment


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