Word to the Wise helps email marketers create more effective email messages, programs and infrastructures. We advise you how to skillfully navigate the constant business, technology, and policy challenges so your messages reach your customers.
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As I’m writing this, I’m watching Deputy Atty General Rod Rosenstein discuss the indictments of 12 Russian military officers for hacking activities during the 2016 election cycle. One of the methods used to gain access to systems was spearphishing. I think most of us know what phishing is, sending lots of emails to a wide range of people in an attempt to collect some credentials...
The more I look at the industry, the more convinced I am that we’re in the middle of a fundamental shift in how email is filtered. This shift will change how we handle email deliverability and what tools we have and what information we can use as senders to address challenges to getting to the inbox. Early deliverability This period is roughly between 2001 and 2006. Many of the email...
Mimecast is a filter primarily used by businesses. They’re fairly widely used. In some of the data analysis I’ve done for clients, they’re a top 10 or top 20 filter. Earlier today someone asked on Facebook if mimecast may be blocking emails based on the TLD. The short answer is it’s unlikely. I’ve not seen huge issues with them blocking based on TLD of the domain...
I’m back in the office after a busy June. The 2 continent, 3 city tour was unexpectedly extended to a 4th city thus I was out most of last week as well. What was I doing? We spent a week in Dublin, which is an awesome and amazing city and I love it a little bit more every time we visit. After Dublin I jetted off to Chicago, where I spoke at ActiveCampaign’s first user conference. The...
A c/p from an email I sent to a mailing list. I think we’re seeing a new normal, or are still on the pathway to a new normal. Here’s my theory. 1) Hotmail made a lot of underlying code changes, learning from 2 decades of spam filtering. They had a chance to write a new codebase and they took it. 2) The changes had some interesting effects that they couldn’t test for and didn’t expect. They spent...
A quick post to say that posting will be light the next few weeks. I’m off later this week to visit Dublin. After I get back from that I’m headed to Chicago to speak at ACTIVATE hosted by Active Campaign. If you register by tomorrow you can use the code ACTIVATE and get in for $200. It’s looking like a good conference. I’ll be speaking about deliverability, specifically...
We often say that a blacklist has “listed the world” when it shuts down ungracefully. What exactly does that mean, and why does it happen? Blacklists are queried by sending a DNS lookup for an A record, just the same as you’d find the address of a domain for opening a webpage there. The IP address or domain name that’s being queried is encoded in the hostname that’s...
A decade or so ago I was offering whitelisting services to clients. It was pretty simple. I’d collect a bunch of information and do an audit on the customer’s sending. They’d get a report back identifying any issues that would limit their chances at acceptance. Then I’d go and fill in the forms on behalf of the client. Simple enough work, and it made clients feel better...
FADE IN EMAILGEEKS.SLACK.COM #email-deliverability It is morning in the channel. The regular crowd is around discussing the usual. JK, smart, competent head of deliverability at an ESP asks: Anyone familiar with SECTOOR EXITNODES listings and have insight into what’s going on if listed? ME: Uh, that’s the Tor Exit Nodes list. They think your IP is used by Tor. That’s all sorts...
It is a regular occurrence that senders ask filters and ISPs for mitigation. But there seems to be some confusion as to what mitigation really means. I regularly hear from senders who seem to think that once they’ve asked for mitigation that they don’t have to worry about filtering or blocking at that ISP for a while. They’re surprised when a few weeks or even days after they...
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