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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Dear Laura, I’m a little confused by the term “no auth / no entry”. Gmail and other major receivers seem to be moving towards requiring authentication before they’ll even consider delivery. Does this just mean SPF and DKIM, or does this mean the much more stringent DMARC, as well? Thanks, No Shirt, No Shoes, No What Now? Shirtless & Shoeless, “No auth / no entry” is...
One of the questions we received during the EEC16 closing keynote panel was why isn’t there a single blocklist that everyone uses and why don’t ISPs share data more. It would be so much easier for senders if every ISP handled mail the same as every other. But the world isn’t that simple, and it’s not always clear which mail stream is spam and which is good mail. There were...
One of the things I miss about being in science is the regular discussions (sometimes heated) about data and experimental results. To be fair, I get some of that when talking about email stuff with Steve. We each have some strong view points and aren’t afraid to share them with each other and with other people. In fact, one of the things we hear most when meeting folks for the first time...
EEC16 was my first Email Experience conference. I was very impressed. Dennis, Len, and Ryan put together a great program. I made it to two of the keynotes and both took me out of an email focused place to look at the bigger picture. Patrick Scissons discussed his experiences creating marketing and advertising campaigns for good and to share messages. Some of the campaigns were ones I’d seen...
Happy April! I’m just back from the EEC conference in New Orleans, which was terrific. I wrote a quick post about a great session on content marketing, and I’ll have more to add about the rest of the conference over the next week or so. Stay tuned! Here’s a look at what caught our attention in March: On the DMARC front, we noted that both Yahoo and mail.ru are moving forward with p=reject, and...
One thing we tell clients is that people consider their mailbox a very personal space. They’re offended when people invade that personal space without permission, sometimes to an extent that doesn’t seem proportional to the scale of the offense. And we advise senders who have been invited into the inbox to treat it with respect. Google don’t seem to realize that. Today, they...
I’m having a great time here at #EEC16. Today is my visit and go to sessions day, since tomorrow I’m speaking at 2 different sessions. I was lucky enough to get into the Customer Experience session presented by Carey Kegel of SmartPak and Loren McDonald of IBM Marketing Cloud. It was an interesting session. If you don’t know, SmartPak is a brand focused on selling horse tack and...
Mail.ru is switching to p=reject. This means that you should special-case mail.ru wherever … Actually, no. Time to change that script. If you operate an ESP or develop mailing list software you should be checking whether the email address that is being used in the From: address of email you’re sending is in a domain that’s publishing p=reject (is a “rejective” email...
Tomorrow I head off to New Orleans to the EEC conference. It’s my first one and I’m really looking forward to meeting some of the people I only know online. I’ll be speaking on two panels on Friday: All You Ever Wanted to Know about Deliverability (But Were Afraid to Ask) at 10:50. This is your chance to ask those questions of myself and other experts in the field. I always...
Dear Laura, I heard recently that both Gmail and Yahoo will require DMARC authentication in early 2016 or images will be automatically blocked. Is that correct? And if so, do you know when they will be requiring DMARC? A DMARC-Overwhelmed Admin Dear Overwhelmed, There are three things going on here, all of which are related to DMARC but are very different in how it affects mail delivery...
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