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Category: Delivery Improvement

Outrunning the Bear

You’ve started to notice that your campaigns aren’t working as well as they used to. Your metrics suggest fewer people are clicking through, perhaps because more of your mail is ending up in junk folders. Maybe your outbound queues are bigger than they used to be. You’ve not changed anything – you’re doing what’s worked […]

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The holiday mailing season

We’re half way through September and it seems way too early to start thinking about the holidays. But for marketers, even email marketers, planning should be starting now. This planning shouldn’t just be about content and targeting and segmentation, but should also cover deliverability. Most retailers use email marketing to drive traffic to their websites […]

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Reputation is about behavior

Reputation is calculated based on actions. Send mail people want and like and interact with and get a good reputation. Send mail people don’t want and don’t like and don’t interact with and get a bad reputation.   Reputation is not … about who the sender is. … about legitimacy. … about speech. … about message. […]

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Deliverability strategy to reach the inbox

I wrote a piece for the Only Influencers special Holiday Preparations edition about deliverability and the holiday email rush. One thing I like about the chance to write for other publications is the process often leads me down thought pathways and generate some new ideas. One thing this post helped crystalize in my mind 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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Continuous Testing

HubSpot recently posted an blog article comparing which was better for engagement, plain text emails or HTML emails. In a survey they sent out in 2014, 64% of the responses said they preferred the HTML and image-based emails. It seems pretty straight forward, recipients say they want HTML emails over text based emails but through […]

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Give Recipients Options

A few years ago I subscribed to a financial website that emails out articles about investing as well as a recap of your investments.  For the first few months I enjoyed reading these emails but as time went on, I found them less valuable and receiving them every other day they turned into a burden […]

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Yes, Virginia, there is list churn

Yesterday I talked about how data collection, management, and maintenance play a crucial role in deliverability.  I mentioned, briefly, the idea that bad data can accumulate on a list that isn’t well managed. Today I’d like to dig into that a little more and talk about the non-permanence of email addresses. A common statistic used […]

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What We Do

Occasionally when we meet longtime readers of the blog at conferences and industry events, they are surprised to learn that we are not just bloggers. We actually spend most of our time consulting with companies and service providers to optimize their email delivery. Though we try to avoid using the blog as a WttW sales […]

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Bad SPF can hurt your reputation

Can a bad SPF record ruin your delivery, even though all your mail still passes SPF? Yes, it can. One of our clients had issues with poor delivery rates to the inbox at gmail and came to us with the theory that it was due to other people using their domain to send spam to […]

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  • HE.net DNS problems

    Hurricane Electric had a significant outage of their authoritative DNS servers this morning, causing them to return valid responses with no results for all(?) queries. This will have caused delivery problems for any mail going to domains using HE.net DNS - which will include some of their colocation customers, as well as users of their free services - but also will have caused reverse DNS to fail for most servers hosted by Hurricane Electric worldwide, so if any of your mail is being sent from HE hosted machines you may have seen problems. (We're HE customers so we noticed. Still happy with them as a vendor.)No Comments


  • 65.0.0.0/8 DNS issues

    If you're sending email from any address beginning with a 65 - in 65.0.0.0/8 - it's possible you'll see some delivery problems. Something appears to be broken with dnssec signatures for the reverse DNS zone, leading queries for reverse DNS to fail for anyone using a dnssec aware DNS resolver (which is almost everyone).1 Comment


  • Our green bar certificate is going away

    Later today we'll be switching from an Extended Validation ("green bar") SSL certificate to a Domain Validation certificate. This isn't exactly a planned change but I'm waiting for responses from Comodo before I go into it too much. I'll share some more details next week.3 Comments


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