Tagip addresses

February 13, 2019

Deliverability Help: Information checklist

By laura

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13February

When asking a for assistance with email delivery, there are some pieces of information that are required before anyone can help. Be prepared with the information so you can get timely assistance. This advice is true whether you’re looking for help from peers or working with paid deliverability consultants. What is the problem? Be very specific about the problem you see. The fix for mail...

November 8, 2018

Dedicated IPs, pros and cons

By laura

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08November

There’s a whole belief system built around the idea that the best way to get good deliverability is to have your own dedicated IPs. In fact, senders regularly approach me to ask when is the right time for them to get a dedicated IP. They assume all their deliverability problems will disappear if they get a dedicated IP. Generally they’ve not asked the most important question: should...

March 3, 2017

February 2017: The Month In Email

By laura

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03March

Happy March! As always, I blogged about best practices with subscriptions, and shared a great example of subscription transparency that I received from The Guardian. I also wrote about what happens to the small pool of people who fail to complete a confirmed opt-in (or double opt-in) subscription process. While there are many reasons that someone might not complete that process, ultimately that...

December 2, 2016

November 2016: The Month In Email

By laura

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02December

Happy December! Between #blackfriday, #cybermonday & #givingtuesday, pretty much everyone in the US has just survived a week of email from every brand and organization they’ve ever interacted with. Phew. Is this still the best strategy for most senders? Maybe. But it’s always important to be adaptable and continue to evaluate and evolve your strategy as you move through the year. As always, I...

November 11, 2016

Ask Laura: Will dedicated IP pools hurt delivery

By laura

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11November

Dear Laura, Your blog is the best. Nothing else compares for solid deliverability discussion. I’ve frequently read these two articles: I need IP addresses to avoid throttling I need to deliver my mail fast They are incredibly helpful. But I don’t think you’ve ever answered this question directly: “Is it detrimental to use an IP pool instead of a single, static IP? For...

September 9, 2016

Ask Laura: Should I let my ESP give me a shared IP?

By laura

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09September

Dear Laura, Our company has been shopping around for ESPs and most of them want to put us on a shared IP address. I have always heard that senders should get dedicated IPs. Will this hurt our deliverability? Regards, Sharing is Hard Dear Sharing, For a long time, IP reputation was the major factor in identifying good mail from bad mail. Good IPs helped mail get into the inbox. Poor IPs were...

January 11, 2016

Spamhaus reports Verizon routing hijacked IPs

By laura

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11January

Late last week Spamhaus published a blog post detailing their investigation into Verizon routing millions of IP addresses hijacked by spammers. The Spamhaus blog post goes into some detail about what hijacked routing is. For cybercriminals to make use of their stolen blocks however, a crucial step is to find an Internet Service Provider(ISP) or network with the ability to route these IP addresses...

May 28, 2015

Deliverability and IP addresses

By laura

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28May

Almost 2 years ago I wrote a blog post titled The Death of IP Based Reputation. These days I’m even more sure that IP based reputation is well and truly dead for legitimate senders. There are a lot of reasons for this continued change.  Improved computing power I touched on the increase in computing power in my 2013 post. The power and the complexity of filters in even greater now than then...

April 24, 2014

Why do we "warmup" IP addresses

By laura

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24April

IP address warmup is a big issue for anyone moving to a new IP address for sending. I’m constantly being asked how to warm up an IP. My answer is always the same. There’s no right way to warm up an IP nor is there a specific formula that everyone should follow. What warming up is about is introducing mail traffic to receiving spam filters in a way that lets the filter know this is a...

April 24, 2012

Hunting the Human Representative

By laura

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24April

Yesterday’s post was inspired by a number of questions I’ve fielded recently from people in the email industry. Some were clients, some were colleagues on mailing lists, but in most cases they’d found a delivery issue that they couldn’t solve and were looking for the elusive Human Representative of an ISP. There was a time when having a contact inside an ISP was almost...